Billboards are a familiar sight along highways and city streets, and almost all of them share one characteristic: they are rectangular. But why has this shape become the standard? While it might seem like an arbitrary choice, there are practical reasons why billboards have maintained this form over the years.
Early Industry Experiments
The foundation of modern billboards can be traced back to Foster & Kleiser, a pair of bicycle shop owners who recognized the potential of outdoor advertising with the rise of automobiles. Through trial and error, they tested different billboard shapes and designs to determine which worked best for reaching drivers. While the specific shapes they experimented with remain unknown, their findings established the rectangle as the most effective design. This early industry standard has endured ever since.
Readability and Visual Flow
One of the fundamental reasons for the rectangular shape is readability. In English and many other languages, people read from left to right. A rectangular billboard allows advertisers to present messages in a natural and easy-to-digest manner, ensuring that drivers can absorb key information at a glance. A non-rectangular design could disrupt this flow and make advertisements harder to understand, reducing their effectiveness.
Practicality in Construction and Maintenance
Beyond readability, a rectangular billboard simplifies installation and upkeep. Early billboards were hand-painted, requiring a stable, level surface for artists to work on. Today, most billboards use printed vinyl wraps, which are easier to install on flat, rectangular surfaces. Additionally, maintenance teams need accessible platforms and catwalks to install and service these ads, all of which are easier to implement on a rectangular structure. The flat bottom edge also serves as a logical mounting point for lighting fixtures, ensuring even illumination across the ad.
The Risk of Unconventional Designs
For those considering alternative shapes, there’s a financial risk involved. The billboard industry thrives on standardization, and advertisers prefer familiar dimensions that align with their existing materials and campaign strategies. Unusual shapes can make it difficult to sell ad space and limit potential buyers when it comes time to resell the structure. Many billboards that deviate from standard dimensions become liabilities rather than assets, as national advertisers and buyers typically avoid non-standard formats.
Final Thoughts
While it may be tempting to break away from the traditional rectangular shape, the reasons behind its dominance are clear. Readability, ease of construction, maintenance efficiency, and marketability all point to the rectangle as the best choice. In the world of billboard advertising, sticking with the proven standard isn’t just about conformity—it’s about ensuring long-term success.