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. Insider uses and endorses her services.

Fenty Beauty

Rating 3 (average)

• The execution is clean but the readability is challenging (even near a traffic light). When I zoomed in, I could not make out the bottom information. I’ve mentioned in previous articles that motorists don’t have the option to zoom in while driving so they may pass this board before being able to make out the bottom information.

• And who doesn’t know who Rihanna is… but I would bet most know her from her music career not necessarily that she just launched a national makeup line. Utilizing OOH to announce this launch was probably one of the best platforms in addition to social media.

• I’m familiar with this new makeup line which offers very colorful and vibrant products so I am disappointed that this incredible outdoor location and the exposure it offers that the agency didn’t use a photo of Rihanna with her product highlighted.

• The makeup line has multiple colored facial highlighters, lipsticks and vibrant eye shadows. Using a different photo of Rihanna with these products would have not only made this more colorful and alive but it would have showcased her new makeup line (Here it looks like it could possibly be misinterpreted for a new album coming out).

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