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 weeks 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.

Best of Italy 

Rating: 2 (below average)

• This board does a good job of conveying “Best of Italy” via the logo at the top center. Unfortunately, that is where the decipherable message ends for passers-by.
• The Italian flag background is easily missed since the eye sees three color blocks partially concealed by Italy-themed graphics.
• The date and location text in the yellow ribbon is too small to read.
• I presume similar advertisements were used in other media where the viewer held the ad in hand with more than seven seconds to study it. Cleverness in direct mail, magazine, or newspaper does not always make for a clever billboard. I also presume the local residents are familiar with the Saint Anthony’s Italian Festival and would recognize the second logo competing for their attention.
• Overall, as a standalone outdoor ad, this one is a cluttered mess. It earns a 2 (below average).  Since I am unfamiliar with the festival, I looked up their web site and found a graphic that would have been the base for an improved billboard:

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