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.

Pinball Museum

Rating: 4 (very good)

• The billboard pictured here promotes a local business. The logo takes up about a third of the ad space.
• The headline is large and easy to read even with the decorative font.
• The ad is a directional with the address in large yellow letter that can be read across several lanes of traffic.
• The URL is under that in a brighter yellow and reinforces the business name, but is a bit small.
• In making the information large enough to read, the background photo is mostly obscured, yet doesn’t become a distraction.
• I would have recommended swapping the emphasis between the street address and web address, but overall the ad does its job.
• This ad earns a 4 (very good).

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