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.

Bojangles

Rating 5: Great!

• The ad pictured here is within sight of the restaurant advertised.
• Both sit just a few feet off a major surface road with heavy morning traffic, aka, breakfast-time target audience.
• The bright red background and yellow color bar draw the eye to the short, six-word selling message.
• The logo dominates the ad and the simple directional reinforces what the eye can already see.
• The picture does its job and shows the viewer why it’s well-worth a thousand words.

Will this ad win design awards? Probably not. Is it excellent, effective outdoor advertising? Absolutely! And THAT is what we’re paid to do for our advertisers. This ad earns a 5 (great).

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