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.

Honey-Do…Done

Rating: 4 (very good)

• I love it when a business uses an on-premise site as an outdoor ad, especially when it’s done right. And this one is done right!
• The use of a manufacturer-provided picture guarantees compliance and is worth every single one of those proverbial thousand words to the target audience. Just a glance tells John Q. Public exactly what this business offers.
• The headline is clever and short. High contrast sans serif text, easy to read and understand. The bolder “Done!” is a nice touch for emphasis on how quickly one gets results if one buys the product.
• The contact info is brief and incorporates physical as well as digital locations.
• The business name is proportionally large and placed near the product photo to link the two visually. I would have made it yellow instead of green for increased contrast and legibility. Just look at how the seat and wheels pop out from the background. However, the designer’s hands may have been tied on that choice.
• On-premise or 0ff-premise, this is good outdoor advertising. It earns a 4 (very good).

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