• Rate This Board by Greg Callaham

    Rate This Board 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 by Greg Callaham (www.gregcallaham.com) who has 30 years of experience in outdoor advertising design.  Insider has used and endorses Callaham’s services.

    Design: Henn and Sons

    Rating: 4 (very good)

    • This is solid outdoor advertising design.  It earns a 4 (very good.)
    • Nice billboard! Who is NOT going to look at a giant saw blade cutting through the board?
    • Yellow and black make the headline easy to read.
    • The woodgrain background gives enough contrast for Henn & Sons Construction Services to reach our brains while reinforcing what they do.
    • The text about longevity is a bit too small, but that is okay. One of the hardest lessons I’ve ever learned is that customers and potential customers do not care how long you’ve been in business nearly as much as you do. It hurts, but it’s true. So, the business owners are about the only ones who will read that line. This is solid outdoor advertising design. It earns a 4 (very good).


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    1. Gilbert Nichols says:

      Too many words. 16. No contact info. Would recommend a catchy web domain like OfficeBuildByHenn.com. Then make the website a single landing page with a link to the main website and an invitation to submit an email for newsletter subscription. Make sure website is mobile friendly as most visitors will expect that.

    2. Brad Miller says:

      HI Insider,
      I do enjoy the “Rate this Board” posts in your newsletter. A couple of comments from my perspective…

      I would find it interesting on some of the content for the expert to actually show their revised ad instead of just comments.

      Altho I do agree with the 7 word limit on billboards, sometimes I think we forget that some people drive by a board every day. Sometimes its nice to have content that is extensive enough and engaging that you keep looking each day to finish reading it…. obviously a designer has to be careful to keep it readable if there is more than 7 words….