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.

The Oaks on the Lake

Rating: 3 (Average)

• This billboard for The Oaks does its job. It lets the target audience know they will see an apartment complex catering to seniors if they turn right at the next light.
• It’s an awareness message that manages to squeeze in a second job as a directional.
• The word count is a little heavy at sixteen and the read is slowed by the lack of lowercase letter.
• The eye spends so much time on the text that there’s little time left to take in the photo of the couple admiring the water.
• This ad earns a 3 (average).

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