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.

Crystal Lake Montessori School

Rating: 4 (very good)

• A big photo of a happy kid draws the eye of the target audience to this billboard. And immediately the call to action demands attention thanks to the white letters popping off a bright red background.
• The web address is a little tougher to read with the reduced contrast of the gold on red, and the font choice. However, it is still legible.
• The business name is high contrast and easily read.
• Total word count is seven, right in the sweet spot. This ad earns a 4 (very good).

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