• 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. This week’s 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.

    Napa Auto Parts

    Rating: 3 (average)

    • This NAPA board is solid, middle-of-the-road design. It won’t win an Obie, but it will make people read it. And that is our job. This board does that well.
    • The word count is a bit high at 16, but experience tells me someone insisted all the content was “must have.” Drivers are only going to read “NAPA Truck and Auto ¾ Mile Right at 87” and that’s fine. That’s the main message of this board.
    • It ain’t fancy, but it does good work. This board gets a 3 (average).
    • This is most likely a local retailer with good on-site signage from NAPA using local advertising space to appeal to local demographics. My suggestion for an easier-to-read, more effective board would be as seen below:


    Paid Advertisement

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    2 Comments

    1. very good re-design. our industry has way too many one star designs in the air. Cant say that I am not guilty of some of those. I wish we could be like Howard Roark in The Fountainhead and just say no to any bad designs even if it costs us money. Rip up the contract and tell the client to take their business elsewhere if they dont want to do it our way.

    2. Thanks, John! I appreciate the compliment.
      And yes, I’ve done my share of one-star designs over the past thirty years. A wise man once told me “the customer may not always be right, but they are always the customer.” It makes those four- and five-star opportunities that much sweeter!