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.
Quit Now
Rating: 2 (below average)
- Public service announcements are meant to do good in the community, to communicate a message our local, state, and national leaders have deemed important. Yet, this billboard design does not do that very well.
- It says “It’s time to quit smoking in Tennessee” and “Quitting smoking is tough. But so are you.” The text in the upper left is arranged as a logo. It is stacked and literally slows the eye from the start. That negatively impacts the ability of the target audience to read the selling message.
- The text in the upper right is too small and all-caps which makes it more difficult to read. It’s so far away from the photo, it seems like it’s about to float off the ad, while the “logo” is nearly touching the model’s shoulder, creating a sense of imbalance and unnecessary tension.
- The point of contact is too small and too close to the edge, allowing it to be partially blocked by the catwalk and light. Finally, the photo lacks action. T
- here are plenty of stock images of Hispanic construction workers doing something active that would more readily draw the eye and involve the viewer than a guy standing there holding a hard hat. This ad earns a 2 (below average).
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