If you examined most wraps on the road today, you’d think the concept of designing a simple, easy-to-read message was difficult to understand. It’s really not, once you understand the fundamentals of what it takes to build a good wrap.
The characteristics of good wrap design and vehicle advertising — those which use proper branding, and easy-to-discern messaging — are rarely employed on most vehicle wraps seen on the road today. We are proud to have Vehicle Graphics to our list of services, and are here to help as you think about how you would like us to design them for you with these 5 simple rules…
Rule #1: Start with A Great Brand
The brand should always be the primary message for a vehicle wrap, unless you have national brand recognition. For small businesses trying to make an impact in their community, the message is always about the brand. The brand is the message, period.
Rule #2: Don’t Use Photos
We believe that there are few effective wraps that use photos, and would argue that any wrap that uses a photo could have been more effectively done without one. The photo is not a brand identity; it doesn’t connect me with the business name. Perhaps on box trucks or trailers you can use a photo, but we would still argue a more powerful brand integration would be more effective. National chains have an easier time using photography, because, once again, their brand is already known and the message need not be 100% focused on who or what the brand is. Unfortunately, small businesses don’t have this luxury.
Rule #3: Limit Your Advertising Copy
There’s only 3 or 4 things a good wrap needs: strong brand implementation, and perhaps tagline messaging, a web address, and maybe a phone number. Lists can be hard to read. Consider this: would you rather list 10 things and have none remembered, or convey one to two memorable takeaways?
If you prioritize your copy, it will be more effective. In general, the hierarchy should always be: BRAND, TAGLINE, WEB and/or PHONE NUMBER.
Rule #4: Design to Stand Out, Not Fit In
This is the part where many might say diamond plate, carbon fiber, and tribal flames will make your truck wrap stand out. Quite the contrary. By eliminating all those fills, noisy backgrounds, photos, bevels, and glows, you’ll be on your way to designing a wrap that actually stands out.
Rule #5: Simple and Obvious is Good
If the viewer needs to work too hard to figure out the primary brand messaging, it’s an opportunity lost. The medium isn’t the same as print design, where the viewer can stop, absorb the advertising and try and understand the message. Consider that one, primary takeaway you’re hoping to leave with the viewer. What is it? And does the wrap effectively communicate it? Is it lost in the imagery? Distance legibility is, of course, a primary concern. You have very limited time to capture the viewer’s attention and have your brand and message be understood and remembered.
Consider a vehicle wrap for your business, and give us a call to get started: (317) 849-6565!