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.
Logans
Rating: 3 (average)
- This ad promotes a meal deal at a steakhouse chain. It’s a bit choppy and difficult to read for a target audience cross-reading it at 75 mph, which is how this ad is positioned in the marketplace.
- While it is a digital face, the rules of good design do still apply and first on that list is contrast. The logo does not have it, so it gets a little lost even though it is positioned at the last thing the eye sees on the ad.
- The directional is easy to miss because it is small and placed in an unusual position.
- Since this is a “deal” the price should be more prominent and tied to the deal logo.
- The hero shot is large, but a little too stacked, taking up valuable vertical ad space.
- While the ad might meet branding guidelines, it lacks the flow necessary to quickly and effectively communicate the selling message. This 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 in a similar style.
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
