TfL - Pay As You Go
The doughnut. It's the perfect image for letting people know you've intentionally taken out the centre of something. Here it's London Underground's Zone 1. You can can go wherever you like Off-Peak for £1.50 but not in the centre. This is not, admittedly, an advert of writing. Most Bus Stop Ads are a perfect partnering of words and picture. Some are full of unnecessary information. An attempt to convince you with the volume. But, as ever, less is more. And therein lies the skill of the copywriter. Here though, it's just all about the image. And the facts, in brief above.