Rate This Board 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 30 years of experience in outdoor advertising design.  Insider has used and endorses Callaham’s services.

Geico

Rating: 5 (great)

• This is an excellent outdoor ad. We’ve got a colorful visual to draw the eye, a 2-word headline with high contrast to the background, and a nationally recognized logo.
• Everyone except actual geckos can identify the Geico mascot when they see him, so that picture is definitely worth a thousand words.
• The target audience instantly knows this ad is for Geico Insurance and they can see the lizard doing something on his phone to get “Spellbinding Savings.” So, with two words and one image, the reader is told to download the Geico app to save money on their insurance.
• The advertiser communicates this so efficiently the reader still has time to see, recognize, and remember the cleverly modified logo in the lower right. I would have made that bigger, but Geico didn’t ask me to art direct this ad.
• This billboard earns a solid a 5 (great).

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