Can you read the tiny text on this billboard?


Didn’t think so. Imagine how difficult it would be to read it if you were driving past at 40 m.p.h. Back when I worked at ad agencies (I believe it was the Iron Age), the rule of thumb for billboard copy was “7 words or less.” And the goal was to have one key image with words and logo in a large font, so that drivers could get the message with a quick glance as they were whizzing by. Clearly no one at Erie Insurance’s ad agency got that memo. That text up top would be difficult to read if it were a foot from your face, much less from 40 yards away in a moving vehicle.

So basically they’ve wasted whatever money they spent on this billboard. That’s OK, they’ll probably make it up by jacking up premiums.