When viewing most truck wraps on the road today, you’d think the concept of designing a simple, easy-to-read message was difficult to understand for most companies designing vehicle wraps. This is unfortunate, as vehicle wraps are not cheap, and when done correctly, can generate substantial leads for service businesses. When done incorrectly, they represent a missed opportunity, wasted cash and a poor ROI.
Start with A Great Brand
So many truck wraps fail from a marketing perspective because the company has a poor brand identity and logo. The brand should always be the primary message for a vehicle wrap, unless you have national brand recognition. By starting with a poor brand means you’ve failed before you’ve begun: by wasting money on a wrap and missing a huge marketing opportunity. Carefully examine your current brand and ask yourself if it represents who you are as a company, and more importantly, the perception it garners. If it’s dated, illegible from a distance, uses clip art, or is just simply not memorable or unique, it may be time for change. Here’s where you want to stand out, not fit in.
Limit Your Advertising Copy
I know your vehicle looks like a big canvas. That doesn’t mean we need to fill it with a grocery list of every service under the sun. There’s only 3 or 4 things a good wrap needs: strong brand implementation, and maybe tagline messaging, a web address, and a phone number. Bullet lists, which look more like shopping lists, have no place on a vehicle. This isn’t the yellow pages. Would you rather list 10 things and have none remembered, or convey one to two memorable takeaways? If this truck were a billboard, how much copy would be on it? Billboards have the exact same challenges as vehicle advertising. If you prioritize your copy, it will be more effective. In general, the hierarchy should always be: BRAND, TAGLINE, WEB and/or PHONE NUMBER.
Design to Stand Out, Not Fit In
The wrap market is littered with visual noise. When we see something with impact — something that we can actually read and remember — it can’t help but stand out among the visual clutter. Stick to the basics.
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. Vehicle wraps aren’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.