TYPOGRAPHICAL ELEMENTS USAGE ON BILLBOARD DESIGN AND HOW IT AFFECTS READABILITY

Poor legibility of most typographical elements on billboards across Kaduna indicates that they lack conformity to standard principles and elements of typographic use, thereby, affecting the qualities of billboard design in terms of legibility, readability, kerning, leading and suitability as affected by the space, height and baseline. The basic objectives of this study are to determine the typographical problems associated with legibility and readability of selected billboards in Kaduna metropolis and examine the standard use of typography on billboard design. Survey research design was utilized with a sample size of 384 who responded to our research instrument. Data was analyzed descriptively and content analysis. The study revealed that the general public perceive the elements of redesigned billboard advertisements as effective. The legibility of typography is crucial not only for graphic designers but also for the audiences targeted by these advertisements. However, some of the texts on the billboard are not legible enough for people to read while on transit as indicated by 45.6% response. This indicates that careful font choice is an important standard for effective billboard typography, ensuring readability and impact from a distance through clear, bold, and well-sized fonts. It was recommended that Advertising Practitioner Council of Nigeria (APCON) should urgently make it mandatory for designs elements to be certified before any outdoor advertisement is put out and also that advertising agencies should employ only registered and certified designers with professional bodies to check quality control of their products to that sanity is maintained in the design industry.