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 30 years of experience in outdoor advertising design.  Insider has used and endorses Callaham’s services.

The Wild Wing Cafe

Rating: 3 (average) 

• The Wild Wing Café board pictured above does a nice job of displaying mouthwatering food in a large attention-getting photo. It shows the logo prominently alongside an electric guitar.
• The left three quarters of the ad fulfill the parameters of good outdoor. It’s that twenty-five percent on the far right that needs some work. Why is “Live Band & Sports Nightly” so much larger than the directional? I understand it’s a sports bar with live music. That is clearly evident through the name of the business and the guitar. So, there’ no need to say it again with text. Especially, if it forces the directional copy into a point size only the bill posters can read.
• This ad gets a 3 (average).

As always, I do not know the particulars 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. It’s more important for the target audience to know where to find the advertiser and spend their money than it is to reinforce the entertainment features of the business.

[wpforms id=”9787″]

Paid Advertisement