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 uses and endorses Callaham’s services.

G&Z Roofing

Rating: 3 (average)

  • With a word count of 21, this one falls outside the parameters of good outdoor.
  • There’s some good contrast and legibility for the business name in the white bar across the middle, but the rest of the text is too small and thin to read.
  • The call to action seems to be an afterthought jammed up into the top right corner.
  • The strange bright green shape in the upper third does not immediately register as a roofline and its size cause it to compete with the business name for the viewer’s attention.
  • There’s a nice treatment of the URL and phone number, but they have to compete with the longevity text and ubiquitous “Free Estimates” text. This one might very well be a case of the advertiser art-directing it out of a higher score, but it still gets a firm 3 (average).

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