A glance at billboard design in Malta

Abstract

In this study the graphic content of billboards in Malta was investigated. This was done to achieve an understanding of how effective communication is reached through design, by focusing on the language and principles of design. An iconographic analysis developed by Panofsky (1983) was used to organise systematically the content of 12 billboard layouts. The non-verbal aspect of billboard communication was also analysed. The aim of this was to examine how the images used communicated feelings, social meaning and values. Interviews were also conducted with graphic designers and directors of marketing and multimedia organisations to describe the physical characteristics of billboards in Malta. The conclusions drawn were that the use of billboard advertising is increasing. Designers are becoming aware that a billboard's design has to be consistent to the corporate identity. The best way to convey a message is by creating a concept that is based on design principles and adapted for the unique characteristics of the medium.