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.

Quimbys Collision

Rating: 3 (average)

• This ad is simple and uses high contrast to make some of the text very legible. Unfortunately, the catchy slogan is not part of that highly legible text.
• Orange does not “pop” against black like a lot of advertisers think it does on printed vinyl. Explaining that is complicated by the vibrant colors on backlit computer monitors and phones, which is where many clients review their artwork.
• The logo is large and in the lower right corner so it’s the last thing the target audience sees.
• The web address is stacked, which is an unnatural arrangement for such contact info and introduces the possibility of viewers not realizing what it is. The ad earns a 3 (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 encouraged the advertiser to run the ad pictured below to promote the same message.

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