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 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.

ARCO    

 Rating: 2 (below average)

• At first glance I thought this was a company selling a product for felines.

• I understand what they were trying accomplish with, “the cats out of the bag” but the whole advertisement is focused on the cat and trying to explain the concept.

• The call to action (what they want the consumer to know) is so small and thin I think the public would miss it even being a low surface board.

• A good brand strategy session for this company would have helped this advertisement. The name may be well known in this area but it falls short for out of home.

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