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.

Buy Shoes, Not Dogs

Rating: 2 (below average)

• These ads for PETA are colorful and eye-catching, but are poorly designed for out of home.
• One ad has a nice contrasting well sized headline. Unfortunately, that’s it for the positives.
• The ads condensed, thin fonts for the main selling message. Two reverse it out of a photo, which makes poor readability worse.
• The remaining text is too small to read, eliminating its impact.
• The reader is left wondering who the model is, why there are dogs and shopping bags, and what the slogan means. My guess is these are magazine ads that were not adapted well to OOH by the advertiser.
• These three ads earn a 2 (below average).

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