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.

Rural Powered

Rating: 4 (very good)   

• This ad is a wonderful application of the KISS principle: Keep It Super Simple. It has good contrast between most of the text and the background for increased legibility.
• The bright red-orange grabs the eye. The white letters in the color bar read well.
• The large logo top center leaves no doubt who the selling message is from. And the web address as the last thing on the ad helps retention.
• The red-orange letters in the web address take a hit on contrast against the black background. I would have pushed the advertiser to use upper and lower case to break up the web address into more familiar word shapes in all white text.
• This ad earns a 4 (very good).

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