• 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 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.

    Iron Mule Restaurant

    Rating: 4 (very good)

    • What a great way to literally break out of the box! Not enough advertisers use the structure of the billboard as part of their ad. Sometimes it’s cost-prohibitive and sometimes it just never occurs to them. It’s a big first step to making the ad memorable when done well.
    • A memorable ad increases ROI, making renewal easier. In this ad the mule kicks out the side of the frame around the poster. That catches the eye and draws the target audience into the selling message, which is directional information.
    • The visual ties directly to the business name, reinforcing the broken frame and the name of the restaurant. It’s a nice, tight little circle that builds momentum every time the viewer sees the ad.
    • My biggest concern is the dynamic visual overpowers the small food photo, leaving a possibility of the target demographic not knowing what Iron Mule serves. I might have moved the sandwich to the right of the directional text and enlarged it, and moved the directional text to the left a bit.
    • A lesser concern is a missed opportunity for more contrast behind the green directional copy and a darker blue background. Still, this billboard earns a solid 4 (very good).

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