Rate This Ad by Greg Callaham

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 30 years of experience in outdoor advertising design.  Insider has used and endorses Callaham’s services.

Covid Testing

Rating: 4 (very good)

  • This board for Covid Testing does a very good job of attracting the attention of the target audience with color and high contrast text against a simple with background.
  • The large word Covid draws the eye, since it’s such a timely subject, and the blue graphic of a virus reinforces what the ad is about: Testing.
  • The large red arrows direct the target audience where to get the advertised service. The promised result of partaking of said service is a nice draw, too.
  • While I think the Exit Now should have been larger, I’m presuming the board is located at the exit and the arrows compensate for the lack of size in the directional text. I’m not going to gig the designer or advertiser too much for that.
  • The 7 Days/Week is a nice way to balance the small directional. It’s a simple, effective design that gets a 4 (very good).

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One Comment

  1. My opinion on the Covid board: If using the COVID visual, it should be a stronger likeness to the actual viral image. The one used resembles a snowflake. Also, I think the right arrow & 7 days/week conflicts with the RESULTS 15 MINUTES. With a very limited time to view, the message is “quick results” and the focus should stay on that or the confusion becomes “are results 15 minutes or 7 days/week.” That info is not necessary. Consumers will find out the “when” as they further explore the ad. Without that info, they may be more inclined to investigate the “when” options. I think the verbiage should be 15 (larger font) MINUTE RESULTS, not RESULTS 15 MINUTES. All my humble opinion and constructive overview.