• 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 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.

    High Noon Hard Selzer

    Rating: 3 (Average)

    • The High Noon Hard Seltzer ad shown here does an okay job of getting attention.
    • The blue background is a little too close to sky blue to really make the board stand out. The orange-yellow letters do not have enough contrast with the background to pop as well as the white letters, making them more difficult to read.
    • The description of the product is small and hemmed in by horizontal graphic elements, again hampering legibility.
    • The photo sort of lays there and there’s something about 100 in a circle that is too small to read. All of that is compounded by selling copy that reads vertically. That is not the natural pattern in which the eye travels across a billboard, so it slows down read time.
    • I rated this a 3 (average)

    To give the target audience a better chance to read the board and understand the selling message, I would have encouraged the client to run the copy below.


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