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.

Lee Roofing

Rating: 3 (Average)

• This ad does an excellent job of adhering to the KISS Principle: Keep It Super Simple. Four words and a single point of contact is a goal we all try to hit for an easy-to-read, easy-to-remember, effective OOH ad.
• Yet, somehow, this one leaves me wanting something more. The logo seems too small and the numbers too thin.
• There’s a large graphic, but it’s a lesser part of the logo.
• The vertical blue band with stars on the right is extremely easy to miss.
• All that negative space might get attention, but I’m not sure it’s the right kind of attention. This ad earns a 3 (average).

As always, I do not know the details of the art request or components of the campaign this ad may or may not have been part of. But looking at this challenge with the eye of an OOH graphic designer and through the lens of the target audience, I would have urged the advertiser to run the ad pictured below:

• By replacing the large circle and stars graphic with the image of a roof from the advertiser’s web site, we immediately cement what the business is in the mind of the target audience, show the quality of workmanship in the product, and reinforce branding.
• Eliminating the bar on the right and enlarging the logo ensures prospects know what business is advertising on this left hand read.
• Making the phone number bolder and replacing the dots with hyphens makes it easier to read. There is still plenty of negative space for a clean look and adherence to the KISS Principle.

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