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.

Surv

Rating: 4 (Very Good)

• The ad pictured here does a very good job of using font size and contrast for legibility. I visited the advertiser’s web site to determine if it maintains their brand integrity in the marketplace, and it does.
• This design still has some area for improvement to satisfy the parameters of good outdoor. I’d really like to see solid letters instead of engraved. That would leave no uncertainty as to whether or not the target audience can read the selling message.
• There’s room to enlarge the logo if we delete the pinstriped box and slightly reduce the headline. That way the viewer is sure to see it.
• Toning down the light blue pattern in the background would make it darker and create more contrast with the light blue logo to boost legibility.
• I might make the olive larger, too, and make that everyday object super-sized in our medium.
• That may sound like quite a list of suggested improvements, but it’s pretty subtle stuff. And that is usually the difference between a very good outdoor ad and a great outdoor ad. This ad earns a 4 (very good).

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