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 week’s rating is by Greg Callaham (www.gregcallaham.com) who has 30 years of experience in outdoor advertising design.  Insider has used and endorses Callaham’s services.

Design: Century 21

Rating: 3 (average)

  • Good contrast.
  • Clever copy.
  • Why is the text is so small and all caps?
  • The logo is also far too small. There is plenty of room to set the text to the left, enlarge it in upper and lowercase, and move the Century21 logo to the right and enlarge it, too.
  • Make the web address it bigger and since it’s an unfamiliar phrase, set it in upper and lowercase: JoinTheRelentless.com.
  • Add some color or a photo to attract the eye. Viewers need a reason to look at the ad and it needs to be easy to read, understand, and retain in about 6 seconds.

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One Comment

  1. Forget “relentless.” I’d be surprised how many drivers in America could define it. Using a picture of Edison with his lightbulb would do better than words.