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 uses and endorses Callaham’s services.

Southern Seasons

Rating (3 (average)

• This ad for a local tea house strives to present a simple, elegant selling message.
• Unfortunately, the photo does not appear to be professionally staged or shot.
• The result is something difficult to identify where the eye candy is supposed to be.
• The headline is easy to read, but the business name is a struggle.
• The call to action, including location, works, but the contact info is illegible.
• The target demographic is left wondering where to go in Rome, GA, to attend afternoon tea with no way to find out.

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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