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.

Ice Days Skating Rink

 Rating: 4 (good)

This billboard is appealing to both young and old and the ice-skating polar bear gets their attention.

I would have turned him to face into the ad and lead the eye to the message. It’s obviously an awareness message with the business name large and positioned at the top. I would have liked to have seen more contrast between the top two words and the background to really make it stand out and much easier to read. The second shows up well even though the font is a little on the thin side.

The color bar at the bottom highlights the web site rather nicely with a short easy-to-remember URL. And that’s all that should be in the color bar.

The text on either side of the web address is distracting and getting too small to read at speed. It doesn’t need to be there anyway. The locations are readily found right at the top of the home page. And unless a billboard says “Coming Soon,” it’s pretty safe for the target audience to presume the advertiser is open for business.

This ad earns a 4 (very good).

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