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.

Eyeglass World

Rating 1 (not good)

• The ad pictured here is meant to be an awareness piece for an eyewear retailer. It is introducing the target audience to a new logo and a new slogan. It includes a web address where one can learn more.
• Unfortunately, the logo, business name, slogan, and URL are all too small, in all caps, and it’s all positioned in white against a multi-color photographic background. That’s three strikes hurting legibility.
• The viewer is left wondering why there was a close-up photo of a woman’s face on that billboard as they drive on past.
• This ad earns a 1 (not good).

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 urged the advertiser to run the ad pictured below to promote the same message:

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