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.

Kubota

Rating: 4 (very good)

• This ad for a Kubota dealer does a good job with contrast using the manufacturer’s corporate color palette. And contrast boosts legibility.
• Since this is a digital face, I don’t have quite as much concern regarding the orange top line of text on a black background as I would if it were a printed vinyl.
• The second line of text screams, and that’s fine because service is what they are selling with this ad.
• The obligatory piece of equipment shows up nicely against the white portion of the background and faces inward to bring the eye back into the ad. Kudos to the designer for the dividing line separating the two background colors, it’s a clever use of a logo element.
• The orange color bar across the bottom contains the manufacturer logo. It gives the ad a base to sit on, reinforces the product name, and lets the viewer know the message is finished. Two things keep this ad from scoring a 5: the advertiser logo should be bigger and the little vertical logo next to it should be removed since it becomes a distraction because it is too small to read.
• This ad earns a 4 (very good).

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