Rate This Board By Out of Home Creative

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 Melody Roberts, an OBIE nominated billboard designer and founder of Out of Home Creative, an outdoor advertising design firm specializing in out of home design for businesses, agencies, media buyers and out of home companies. Melody has been in the outdoor industry since 1999.

 

Robertson’s – Rating 2 (Below Average)

  • This seems like a decent advertisement but for out of home, there’s too much content. I would have laid this out differently and more effectively for their target audience to be able to take away what is the most important information in a limited amount of time.
  • I get the sense the structure may be very high – possibly located on an interstate so I would have also communicated to the client to keep that in mind when deciding on what to put on their board (I recently wrote a blog referencing this “Can You Read this Digital Billboard”).
  • The color choice contrasts well against the sky and even though their logo is not out of home friendly, I assume their brand may be well known in their market so the public may identify it easily. Something to consider for certain logos: talk to the client about being willing to adapt to OOH and when applicable, modify their logo so it’s more legible.
  • My suggestions to reformat and edit this billboard advertisement to be more effective for out of home would have been as follows:
  1. 50 JOB OPENINGS (deleting “immediate” to shorten the message allows line to be larger. Adding what they ‘need’ which is “JOBS” to the title, tells their audience what the advertisement is about in a short amount of time)
  2. Paid Training • No Exp Necessary (Abbreviating when applicable allows content to be larger)
  3. 888-498-JOBS (very large)
  4. Delete website. In this case, when you have a vanity number that tells the public what the advertiser is seeking/offering, it is more important in my opinion than adding the website. A potential employee may remember 498-JOBS before they’d remember RRMAC.com.
  5. Move Pink strip with Robertson’s logo to the bottom Right.

To help visualize my recommendations I have provided a very quick and rough mock up using their same font and colors below:


 

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