Rate This Ad allows a billboard designer to rate a random piece of billboard art 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. This week’s rating is provided by Greg Callaham (www.gregcallaham.com) who has 30 years of experience in outdoor advertising design.  Insider uses and endorses Callaham’s services.

 Border Beverage

Rating: 3 (average)

The billboard pictured here has three things going for it.

• The colors are high contrast.
• The selling message is less than ten words.
• The organic shape of the bison breaks the top plane of the ad to attract attention and emphasize the logo.

However, the board presents a bit of a reading challenge due to the all-caps text in the decorative font. There are also no large areas of bright color to help draw the eye of the target audience. The negatives cancel out the positives and we’re left with a middle-of-the-road billboard.

It earns a 3 (average).

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