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 recommends 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.

American Green Fuels

Rating 3 (average)

Please Note: For all ratings, I don’t know if a client insisted on certain elements or how much experience the designer had with out of home advertising. My recommendations requested by Billboard Insider are solely based on how I would have approached the creative design.

• The advertisement has good contrast, but the overall layout does not have a good flow, which can be difficult for motorists to focus on the necessary information.
• I would have recommended these layout changes for the advertisement to read more effectively and visually flow better:
  • I don’t feel the image is necessary, and I would take it out, so there is no divide in the middle of the Ad.
  • Make the whole top area a White background with, “Hey Connecticut, Get Biodiesel for your Heating Oil!” in Black letters keeping the logo on the far-Right.
  • I would keep the Blue wave banner but move “Green Up Your Act!” to the bottom as a secondary message in White letters keeping the logo on the far-Right.

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