• 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.

    Toda Moda

    Rating: 2 (below average)

    • Sometimes the deck is just stacked against you. The logo on this board is a challenge to read. Strike one.
    • The photos feature shoes at unusual angles, eliminating instant recognition and forcing the target audience to figure out what they are. Strike two.
    • There are too many photos. Strike three.
    • There’s a weird graphic behind the shoes that does not provide enough contrast to separate itself from one of the photos and part of another one. Strike four. Too bad you only get three strikes.
    • Without seeing the art request, this looks like a classic case of trying to do too much with one billboard, probably at the advertiser’s request. The target audience sees a hard-to-read logo, a phone number, and a pile of things next to a red shoe, then they are past it. I’m afraid this ad earns a 2 (below average).

    This is what I would have pushed very hard to the advertiser.

    • Make the logo large. Yes, it’s still hard to read, but now it makes an impact as a shape to be remembered.
    • The single red shoe visually and clearly tells the target audience what we’re selling.
    • The high contrast directional bar stretches all the way across the bottom and ties to the logo, reinforcing the advertiser. Now the target audience knows to look for that yellow logo at Plaza Centro to get Nike shoes.

     


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