• 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. Today’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.

    Le Madeleine Bakery

    Rating: 3 (average)

    • This board does a good job of using food to get the attention of the target audience. The photo is colorful, easily recognized, and invites you to eat. The logo is a good size and so is the tag line.
    • The next line of text is a blur to hungry drivers. It’s far too small to read. And it contains the directional. That does not help potential customers find the advertiser. With a word count of 19, five in the logo, we’re way past that sweet spot of twelve or less, including contact info.
    • The sheer work it takes to read this ad drags it down from a higher score to a 3 (average).
    • A few photo adjustments and copy edits would make this easier to read and still communicate the same selling message. My suggestion is below:

     


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