You’ve invested in billboard space — but is your design doing the heavy lifting?
Too many businesses miss the mark by making simple design mistakes that weaken their impact. At 5Star Billboards, we help brands across Michigan turn heads with clean, effective messaging that drives results.
Here are five billboard design mistakes that can cost you — and how to avoid them.
1. Too Much Text
Billboards aren’t brochures. Drivers have seconds — not minutes — to digest your message.
Keep it under 7 words if possible. Use bold fonts, large text, and a clear point.
Bad: “We Provide Residential & Commercial Roofing Solutions Across Southeastern Michigan!”
Better: “Need a New Roof? Call Today.”
2. Weak or No Call to Action
Your billboard should guide viewers on what to do next. “Visit Today,” “Exit 27 Now,” or “Call for a Free Estimate” makes it easy.
If your billboard looks nice but doesn’t tell people what to do, it’s not doing its job.
3. Poor Contrast or Fonts
If people can’t read your billboard from a distance, it’s a waste. Choose high-contrast color combinations (black on yellow, white on navy), and bold fonts that don’t disappear against busy backgrounds.
4. Overcomplicating the Design
One logo, one image, one message. That’s the formula.
Skip the collage, avoid background clutter, and don’t try to fit everything about your business on one board. Simplicity = power.
Need examples? The 5Star team can show you real Michigan campaigns that worked — and why.
5. Not Considering the Location
A clever, artsy ad may work downtown in Royal Oak, but something direct and informative might perform better off a freeway ramp in Chesterfield.
Design for the environment and traffic patterns around your billboard.
Bonus: QR Codes — Use Cautiously
They’re trendy, but not always practical. A QR code on a billboard works best when it’s in a location with slow-moving or stopped traffic — not high-speed expressways.
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Great billboard design isn’t about being flashy — it’s about being clear, direct, and memorable. If you want help building a message that stands out, reach out through the Contact page and let’s create something that performs.
