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

Modelo

Rating: 3 (average)

• This Modelo board is a nice classic design with a prominently display product and arrangement of elements.

• The color palette is rich and warm, conveying a sense of refinement.

• It loses points for lack of contrast and reliance on the logo on the product. Perhaps the brand equity is strong enough to do that, but it’s more prudent to enlarge the product shot or reduce the photo and add a larger logo elsewhere to make sure your target audience gets the message

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