The suitable usage of font at billboard to delivered message for driver at PLUS Ayer Keroh.

Issue : Advertising Billboard

Problem : Font

Direction : The suitable usage

Respondent : Driver

Location : PLUS Ayer Keroh, Melaka

Introduction

Billboard is a panel for the display of advertisements in public places, such as

alongside highways or on the sides of buildings. In other words billboard is the

common term used to describe a type of outdoor advertising found along

major highways. And it is important because there included in the largest

business strategy and planning for display product or services of the

company.

This study focuses on the effectiveness of a billboard to delivered message by

choosing the suitable usage of font for driver. There have three main factors

cause the problem for driver who hard to read the message at billboard which

is the suitable usage of font, the size of font, and it also has the wrong chosen

of color. These main factors are related to make the billboard give big impact

to delivered message of the product or service displayed effectively draw the

eye of driver at highway.

3

Hopefully, with the findings of this research will give valuable information for

students, future researchers, lecturers, and also for designers itself as their

guide or references to get better understanding the characteristics of billboard

design.

Background of the problem

Billboard ads are large advertisements displayed on structures in public

places mostly at the highway or the side road. It also viewed quickly because

generally the vehicles going over the limit speed. That’s why it is important the

message of the billboard must clear, simple and easy to capture as quick as

possible. Today there have a problem to understand the message on the

billboards especially driver who are audience at the highways.

Billboards are always used word or lettering to send the message. It is

important to choose the suitable type of font to display on the billboard. If

wrong usage of font will make the driver hard to read and understand the

message stated on it. This will shows that the advertisement had failed to

attract people of the promotion on the billboards.

Other than that, the suitable usage sizes of font are important to attract driver

to read the billboard from far distance with fast speed. They have limited time

to see and understand the message. If the words are too small it will make

difficulties for them to read the message.

4

The contrasting color between massage and the background of the billboards

are important. The color will be as attraction but if the scheme color are

mostly the same with the background color it will make the message not clear

to read such as red and orange. It is also important that the chosen of color

must be suitable with the surrounding of the place where the billboards are

display.

If this problem continuously for the future, there will be shows that the

advertising billboard will be failed for outdoor advertisement to give impact for

advertising in this country. There should be the best ads to attract driver about

the promotion effectively with the message and information stated on the

billboards.

Problem statement

1. Is the problem of current interest?

The difficulties to understand the message of the billboard had been long time

problem and it is still continue until today with the same problem.

2. Is the problem likely to continue into the future?

The problem of this issue will be continue if there no action taken from

designers of billboards design.

5

3. How large is the population affected by the problem?

The size of driver that affected with the problem is huge because there are big

numbers of user of PLUS Ayer Keroh in every day.

4. How important, influential, or popular is this population?

The drivers are the important population because some of them had familiar

at PLUS Ayer Keroh. They are also the frequently user at the highway.

5. Would this study substantially revise or extend existing knowledge?

These studies are substantially from reverse existing knowledge of the

problem at the billboards design.

6. What are the variables?

In the independent variable there have background factor and main factor. In

background factor there are related with the respondent which is gender, age

and experience. In main factor have three which is type of font, size of font

and color. Meanwhile in the dependent variable include the effectiveness to

delivered message at the billboards.

7. What will be measured?

The research wants to measure the suitable usage of font at billboard to

delivered message for driver at PLUS Ayer Keroh.

6

8. What relationships will be examined?

The relationship between independent variables and dependent variables are

examined. The background factor of the respondents and the three main

factors would be considered to examine. Thus these factors leads to achieve

the objective to identify the suitable usage of font to delivered message at

billboards.

9. What is the population? What is the sample?

This study was focused on the population of drivers include motorist, car

driver, bus driver and lorry driver.

The problems of this advertising billboard are still continuing today and it

could be still the same in the future. It is because the designer of the

billboards design is not taking any action to improve the quality of design. By

the end doing this research to the respondent of drivers it can help designers

to analyze the effectiveness of the billboards design towards the driver at

PLUS Ayer Keroh. The research also wants to find the relationship between

the background factor and the main factor of the problem towards the

effectiveness to deliver message at the billboards as well as to find the best

suitable usage of font at billboards design. Thus, with the findings in this

research will be the answer to improve the same problem from continuing until

the future.

7

Objective of the Research

The objective of this research is to identify the suitable usage of font or

lettering at the billboard to delivered message effectively for driver at PLUS

Ayer Keroh. In addition, this research also want to determine the best usage

of font, size of font, and color at the advertising billboard design that can

attract driver to read it fast and get the message.

Research Questions and Hypotheses

This is the following research questions:

1. Can be the usage type of font make the driver hard to read the message at

the billboard?

2. It is the size of font is the problem to understand the message?

3. It is the font or lettering colors at the billboard are suitable?

Based on the research question, the following hypotheses will be tested in this

study:

H1: More simple type of font is more easily for driver to read it and understand

the message in few seconds.

8

H2: More big bold font have more easier to read at a distance and get more

attraction to read it from odd angle.

H3: More contrast color at the lettering of the billboard has more attention to

read the billboard.

Significance of the study

The purpose of this studies are conducted to get better understanding the

characteristics of billboard design that give big impact to readers. In addition,

the research wants to identify the suitable usage type of fonts, size of font,

and colors for billboard design at road or highway. Other than that, these

studies want to find the effectiveness to delivering information or message to

driver by advertising billboards. The study will show the effectiveness design

of a billboard that can give big impact for reader’s especially for driver to get

the message.

Thus, the findings of this research would provide significant and valuable

information for students, designers, and for the person who want to be a

professional billboards artist as guide and references from doing the same

mistake.

9

Scope

The focus group of people on this study is drivers around the PLUS Ayer

Keroh, Melaka. They will be randomly selected based on type of

transportation that they drive on the highway such as motorist, car driver, bus

driver and lorry driver. This selected respondent will be answer the given

questionnaire provided.

Limitation

In this study, it will be focusing on the three main factors which are types of

fonts, size of font, and colors at billboard design. The kind of research

proposed in this study was collected by surveys on the questionnaire. Other

than that, the data collections of this research are done in short period of time.

The respondent of the study will be focused on 30 people only. The

respondent in this research is drivers at the highway such as motorist, car

driver and bus driver.

Last not list, the data collected based on the experience of the respondent so

that it is important to find evidence and facts from the professional people

about this issue to get the best and absolute answer.

10

Literature Review

The suitable usage type of font is important because if there have wrong

choose type of font at the billboard will make the driver hard to understand the

massage. The drivers only have an average in 7 seconds to read the

billboard. The best chosen type of font is a thick letter styles or bold letter are

more effective than thin and fancy fonts. Avoid from use too stylish lettering

because it will make the readers hard to read the message. (Selena McIntyre,

2009).

This show that billboard should use type of font that make the driver easier to

read and understand. It is better used the fancy script font and bold type of

font. The most important is that do not use too stylish fonts that can make the

readers confused to read the message. The usage of uppercase font and

lowercase letters are more effectiveness to attract the driver to read and

understand the message easily.

Other than that, the size of font at the billboard is also very important. Your

copy must be big and clear in order to be read easily. A good general rule for

the copy sizes is make your name at least 3 feet tall, and the rest of the copy

at least 2 feet tall. Other than that, there are many type fonts had created with

creative style but for font to put on the billboard the most important thing that

make sure that the words can be easily read quickly. (Selena McIntyre, 2009).

11

The usage large size of font also important to make sure the billboards can be

seen at far distances and the word can be easily read at the fast speed. The

driver has the limited time to see and understand the message at billboard

when driving especially on road or highway.

However, the suitable usage of color is also important to have the good color

contrast and combination from far distance. The usage of contrasting colors

like yellow and black or red and white is the best choice. Do not use colors

that are similar to each other like blue and purple or orange and red because

it will be hard to see two different colors from a distance. One color rule is to

contrast the background and the copy, lettering. For example, if your

background is dark, use light copy and vice versa. Don’t put red copy on an

orange background because these colors are too similar you will never see or

be able to read the text (Selena McIntyre, 2009).

The color will be as attraction to look the billboard and the readers more

understand and clear on what info or massage that want to tell. There should

be choosing the suitable color that can contrast the letter and the background

of the billboards. For example on advertising billboards purposes, red is

considered a dark color so that it should not be used with other dark color for

background like black but the best color can contrast red is yellow.

12

Methodology

1. What was the design of the research?

The research will be base on quantitative research.

2. Who were the subjects or respondents?

The respondents of this research will be a driver such as motorist and car

driver.

3. How were the subjects/respondents selected?

The respondent of this study will be selected randomly of 30 people around

PLUS Ayer Keroh.

5. What are the instruments used

The instruments used in this research based on the questionnaire. The

questionnaire consists of two parts A and B. Part A contain of the general

information about the respondent. Part B contain of the three main factor of

the problem which is type of font, size of font and color.

5. Were the instruments adapted from previous study or newly

developed?

The studies were adapted from previous study of designer of the

characteristic in the billboards design.

13

6. What sequence of events did you follow when you collect the data?

The data are done at the PLUS Ayer Keroh by selected the respondent

randomly who are drivers at the highway and they will be answering the

questionnaire provided.

7. What were the steps in the data analysis?

The data will be analyzed by observation when the respondents answer the

questionnaire. After all the data had been collected it will be concluded the

overall of the finding in chart or table to get a clear results.

14

References

1. Selena McIntyre, (2009). Billboard Advertising Works! Retrieved 5 March 2011, from http://ezinearticles.com/?Billboard-AdvertisingWorks!&id=3103198

2. Selena McIntyre, (2009). Billboards Basics. Retrieved 2 March 2011, from http://ezinearticles.com/?Billboards-Basics&id=3075475

3. Selena McIntyre, (2009). Billboard Design Rules That the Pros Forget. Retrieved 10 March 2011, from http://ezinearticles.com/?Billboard-Design-Rules-That-the-Pros-Forget&id=3016756http://www.bpsoutdoor.com/blog/?p=28

4. Selena McIntyre, (2009). Designing Effective Billboard Advertisements.

Retrieved 10 March 2011, from http://ezinearticles.com/?Designing-Effective-Billboard-Advertisements&id=2904408

5. Kimberly J. Kelly, (2010).Billboard Marketing for Cosmetic Dentists - Are You Making These Costly Advertising Mistakes? Retrieve 10 March 2011, from http://ezinearticles.com/?Billboard-Marketing-for-Cosmetic-Dentists---Are-You-Making-These-Costly-Advertising-Mistakes?&id=4999910

6. Dana Hinders, (2003). What is billboard? Retrieved 9 March 2011, from http://www.wisegeek.com/what-is-a-billboard.htm

7. Jennifer Brister, (2010). How to Design a Billborad Sign. Retrieved 27 February 2011, from http://www.ehow.com/how_6122939_design-billboard-sign.html

8. Warren Allan Johnson, (2007). Billboard Basics: Six Rules of Thumb for Creating Oytdoor Advertising. Retrieved from 14 April 2011, from http://www.unsolicitedmarketingadvice.com/2006/11/07/billboard-basics-six-rules-of-thumb-for-creating-outdoor-advertising/

9. Anonymous. The Top 5 Billboard Advertidsing Mistakes. Retrived 9 March 2011, from http://www.wheelsamericaadvertising.com/billboard-advertising-1.html

10. Anonymous. Billboard. Retrieved 8 April 2011 from http://www.answers.com/topic/billboard

15

Appendix

The suitable usage of font at billboard to delivered message for driver at PLUS

Ayer Keroh.

We would be appreciative if you could kindly complete this questionnaire, which is a

requirement for Research Methodology (RMD 577) course.

PART 1: Demographic Questions.

Please tick (√) in the relevant box which represents your response.

1. Gender

Male

Female

2. Age

17 - 20 years old

21 - 25 years old

26 - 30 years old

31 - above years old

3. How long you have drive at the highway?

Less than 5 month

1 year

2 year and above

16

Others: _____________

PART 2: Please tick (√) in the relevant box that describes the responses.

4. Do you notice the billboards at the PLUS Ayer Keroh highway or at the side

road?

Yes

No

5. Do you interested with billboards when driving?

Yes

No

6. Do you read a billboard when you driving?

Yes

No

7. Are you always complete read overall of the message on the billboard?

Yes

No

8. Do you understand the message that stated at the billboard?

Yes

No

9. Do you get the idea of the information stated at the billboards?

Yes

17

No

10. In your experience, do you ever have difficulty to understand the message on

the billboard?

Yes

No

11. On your observation, are you satisfied with the font or lettering used on the

billboards?

Yes

No

12. In your opinion, it is the lettering of the message at the billboards had used

the suitable type of font?

Yes

No

13. Which type of font you think that are suitable for a billboard? Choose 1for

most preferred 4 for less preferred.

Arial Black

Freshman

Brush Script STD

Old English Text MT

Stencil

COOPER BLACK

18

14. Do you think that the style of font make your attention more on the

billboards?

Yes

No

15. Do you agree that there are too stylish of font make the message hard to

read?

Yes

No

16. Do you think that the best chosen of font are must thick bold letter than fancy

fonts?

Yes

No

17.Do you think that the usages of uppercase words are more preferred and

easier to read the message?

Yes

No

18. In your opinion should be the usages types of font have to standardize in

every billboard design?

Yes

No

19

19. It is because of the billboard display too many type of font used make you

confused with the message?

Yes

No

20. Do you think that the big size of font or words make your attention more on

the billboards?

Yes

No

21. It is because of the words are too small make you hard to read the message?

Yes

No

22. Do you agree that the big size of font will make you attract to read and

understand easier the message in fast speed?

Yes

No

23. On your observation, are you satisfied with the size of font used on the

billboards nowadays?

Yes

No

20

24.Which sizes of font are suitable for a billboard? Choose the best answer by

tick (√) and you can choose more than 1 answer.

50

72

100

200

300

25.Do you think that color make you attract to read the billboards?

Yes

No

26.The big bold of word with the contrast color between white and red will attract

you to the billboard?

Yes

No

27. Do you think that the colors of words are not enough contrast with the

background of the billboard make you hard to read the message?

Yes

No

21

28. Orange is the background color of the billboard. The text colors are red. Are

you can read the message easily when you driving on the highway?

Yes

No

29. If the background color of the billboard are black what are the suitable color

for the text? Choose the best answer by tick (√) and you can choose more

than 1 answer.

White

Red

Green

Yellow

Blue

Pink

30. On your observation, are you satisfied with the color used on the billboards?

Yes

No

31. Which one gives you more attraction to read the billboards? Choose 1 for

most preferred 3 for less preferred.

Type of font

The big size of words

Color contrast of words or lettering at the billboards

22

32. Do you agree that billboard should be design by the professional artist to give

the best effectiveness and impact to the audience?

Yes

No

33.Overall of your observation, do you really satisfy with the billboard design at

the highway?

Yes

No

THANK YOU FOR ANSWERING THIS QUESTIONNAIRE.

23