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 uses and endorses Callaham’s services.

Quest Federal Credit Union

Rating: 2 (Below Average

• This ad features multiple images in hexagonal shapes on a white background.
• There are so many things competing for the attention of the viewer that they are probably past the structure before they even get to the business name and small, all-caps contact info.
• For ignoring the KISS principle, this ad earns a 2 (below 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 to promote the same message:

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