Rate This Board by Greg Callaham

Rate This Board allows a billboard designer to rate a random piece of billboard artwork using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer talks about what they may have done differently for outdoor advertising. This weeks rating is provided by Greg Callaham www.gregcallaham.com) who has 30 years of experience in outdoor advertising design.  Insider has used and endorses Callaham’s services.

Eternity Aqua

Rating: 2 (below average)

  • Here is another great example of a nice magazine ad. But it’s a terrible billboard.
  • There’s a big picture of a model and there’s some words and then maybe a disposable lighter?
  • The thin text is tough to read.   By making it all caps with a gradient effect, they’ve added two more strikes against it…and that makes an out.
  • The second line of text suffers the same affliction. Just to mix things up, they made the brand name upper- and lowercase, but even smaller.
  • There’s a line of something under that, but only the bill-poster could possible know what it says.
  • The small product shot that actually looks misplaced because it touches the bottom edge.

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