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 week’s 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.

Carl Black Nashville Chevrolet.  Rating 3 (average)

• This Carl Black Nashville Chevrolet board does a very good job of drawing the eye due to the bright yellow band bisecting the black background.

• The color palette is limited to four high contrast colors giving the advertiser the potential for maximum legibility. The designer made the advertiser’s name clearly visible and as large as possible.

• The word count of 16 starts to hurt this design’s effectiveness, especially on a small board like this. I realize the advertiser may have art-directed this, but I would have dropped the bottom line of text. The main idea is obviously conveyed in the yellow banner so give it more room and let it shout. Savings are implied for such an event; no need to say it.

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