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.

Chattanooga Zoo

Rating: 5 (great)

• What a great billboard! Bright colors to draw the eye, a large photo of a cute animal to attract attention, and extensions to break the top plane of the billboard and make the target audience look at the selling message.
• Even though it’s highly decorative, the font is perfect for this ad and reads easier than expected. And it’s two whole words.
• Personally, I’d like to see a larger logo or at least a darker color behind it. Either would help legibility, but the logo can still be read with little effort.
• This ad earns a 5 (great).

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