This study explores consumer perceptions of static 3D billboards in outdoor advertising. Grounded in Visual Communication theories, the research examines how elements like form, colour, texture, imagery and typography influence billboard effectiveness. A qualitative approach was employed, involving the development of static 3D billboard prototype and semi-structured interviews with participants aged 18–40 from urban areas. The findings reveal that oversized 3D elements, texture and colour significantly enhance viewer engagement and recall. The study highlights the importance of visual communication elements and principles in creating effective billboard designs. The significance of this research lies in its potential to optimise static 3D billboard advertising by providing insights into consumer perceptions and design principles.