• Rate This Board By Out of Home Creative

    Rate This Board allows a billboard designer to rate a billboard ad using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great).  Then the designer makes recommendations on how to improve the ad.  This week’s rating is provided by Melody Roberts, an OBIE nominated billboard designer and founder of Out of Home Creative, an outdoor advertising design firm specializing in out of home design for businesses, agencies, media buyers and out of home companies. Melody has been in the outdoor industry since 1999. Insider uses and endorses her services.

    Clark & Associates

    Rating 2 (below average)

    • The question is easy to read with the bold font and color contrast; however, the rest of the advertisements colors are all the same which makes it run together.


    • The content balance is off, and I’m viewing it as 4 text blocks. This layout is challenging for motorists to concentrate on what they need to take away from this advertisement.

    Several Billboard Insider readers have asked Melody to demonstrate how to improve an ad so she has prepared a before/after visual below.  Her recommendations are shown on the after version.

    • The white curve from up to down helps the flow of the layout because people will Instinctively continue to read down whereas on the original you may want to look up.


    • Placing services under the question provides the public with an immediate understanding of how they can help instead of listing it small on the bottom. The word “Service” is repeated in the same sentence, eliminating one of them minimizes content and repetition.


    • Reformatting, abbreviating and making the advertisers’ name and number Yellow helps separate it from using too much White.


    • Tier level of importance: (1) Tagline  (2) Advertiser and number  (3) Services

    Paid Advertisement



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    One Comment

    1. Jeff Zaloga says:

      Why does the grader spend so much time talking about type fonts and colors, when the shear number of words and content are ridiculous! Even in the improved version, FULL SERVICE should be eliminated. ACCOUNTING – TAX PREP. are all that’s needed. Does a party needing accounting or tax preparation services even know what FULL SERVICE – means, in regard to those two services? NO, so don’t waste the words. Finally, when is the last time since the advent of the smart-phone has someone seen a car pulled over to the side of the road to write down a phone number? GOOGLE it! Words are like wearing ankle weights while swimming! The fewer you wear, the better chance you won’t drown!