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.

The Woodlands

Rating 3 (average)

• This board attempts to do three things at once: promote a hashtag, advertise the heat and air company, and be a public service announcement. That negatively impacts its ability to do any of them as well as possible.
• Starting with the hashtag as a headline is an odd choice and it causes the encouraging message to become lost because the eye skips from headline to logo and then to web address.
• The cartoon penguin is a staple of the advertiser’s branding and it’s trying hard to do its job, but the color arrangement and content effectively camouflage the little guy.
• The logo looks shoe-horned in which hurts its legibility.
• This board tries too hard to do too much and earns a 3 (average).

Given the chance, I would have encouraged the advertiser to run the ad below. It focuses on the positive message while letting the target audience know who is sending it. Brownie points scored and branding reinforced.

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