The Design of 3D Billboards Advertising in Jeddah, Saudi Arabia

Abstract

Although 3D billboard advertising has several advantages over 2D billboard advertising, there is a lack of 3D billboard advertising design in Saudi Arabia. Hence, this study investigates the current status of 3D billboard design in Saudi Arabia, focusing on the obstacles facing advertising companies in the design of 3D billboards in Jeddah. Data were collected using an online survey from 10 advertising design companies located in Jeddah. Results showed that companies believed that 3D billboards can support the development of Saudi Arabia toward the vision of 2030 and that it is effective in commercial advertising. However, the main obstacles facing the companies in 3D billboard design are: 1) Manufacturing process 2) Lack of creativity or (know-how) 3) Lack of specialized designers; 4) Designer costs; 5) Equipment availability; 6) Location of installment; 7) Installation process; 8) Material and fabrics. Thus, further research is needed concerning the design process and proposed actions that could be applied to enhance 3D billboard design.