Rate This Ad 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 Greg Callaham www.gregcallaham.com) who has over 30 years of experience in outdoor advertising design. Insider has used and endorses Callaham’s services.

Flu Shots

Rating: 2 (below average)  

• The ad pictured here is conveying a PSA message about flue shots. Unfortunately, the layout and font choices make the message less legible and effective than it could be.
• The headline is smaller than it should be due to odd logo placement.
• Some of the text is too thin to be easily read by the target audience. The contact info in all caps is also a bit difficult to read.
• The ad earns a 2 (below average).

As always, I do not know the details of the art request or components of the campaign this ad may or may not have been part of. But looking at this challenge with the eye of an OOH graphic designer and through the lens of the target audience, I would have urged the advertiser to run the ad pictured below to promote the same message:

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