Let’s face it- not every truck wrap is a hit. Some wraps may overwhelm the viewer with designs that bombard an informational experience. Some wraps may underperform with uninteresting graphics and generic copy. If you’re an advertiser or marketer, you should keep in mind certain qualities to avoid these two reactions from happening among your audience. According to the Outdoor Advertising Association of America, 95% of Americans are reached by media-targeted vehicle drivers and passengers. In a survey by Cox Communications, 47% of millennials aged 18-34 said vehicle wraps are easy to remember. Vehicle wraps cost the least amount of money per impressions; $.35 is the average cost per thousand impressions.
While it’s commonplace to outdoor advertisers that truck and vehicle wraps offer them an excellent giveback, it’s still to be determined whether their designs will be sufficient enough to make a lasting impression. We know impressions will be gathered from truck wraps passing us by, but how often do we actually take action? With a creative and effective vehicle wrap there’s a high chance that we’ll look back at it, and do further research. Let’s go through some vehicle wrap design tactics that will ensure campaign success.
Mockups are Important
As a start to your new wrap design, it’s useful to outline an idea of what your wrap will look like in the real world by designing a web version of it. Having a scaled design template with a clean canvas provides the tools one would need to execute their creative ideas. Layering your artwork and trying out a multitude of versions will help you see what works and what might not work. Always begin a real world design with a mock-up of its potential.
Make Sure You Visit the Vehicle
Although mock-ups are important, it’s also beneficial to check out the truck or vehicle that’s going to display your wrap before you commit. Sizing up the vehicle, taking photos of it, examining the sides, front, and back, and looking for structural inconsistencies will help in creating an effective wrap. Knowing the vehicle before you put in your time and money to execute will make the process run smoothly.
Entice Your Consumer
Truck wraps work effectively if they say something that the consumer wants to hear. If the advertisement is for a promotion, try highlighting in a bolder font, and a color that pops, a message that directly alludes to the discount in place. Solving a consumer’s problems through messaging like, “Guaranteed Same Day Delivery” or “24/7 Service” will tell them a bit of the perk of your business. This will give consumers more of a reason to make the connection and, hopefully, take advantage of the opportunity to contact the service.
Use Fitting, Larger-Than-Life Graphics
Standing out really is one of the most important qualities to an effective vehicle wrap. It’s important for companies to think of this as a platform to sell themselves, speak loudly, and make their presence felt amongst consumers. Even a service as uninspiring as plumbing can be reimagined as a fantastical land of evil toilets or unruly sinks on a vehicle wrap. The opportunity to stretch the consumer’s imagination with an exciting vehicle wrap will make them feel drawn in.
Go for Simple if it’s Simple
On the flip-side to the pointer above, sometimes the viewer can become distracted or lose the main message from an overly different design. Legibility is important in constructing a design for a service that’s pushing a consumer to take action. If the service or brand is simple, such as a watch repair company, then keep the design very neat and tidy. A wild narrative wouldn’t necessarily work in this case. You may lose potential consumers if a bigger picture is being displayed rather than an informational creation.
Avoid Wordiness in the Copy
A web address, phone number, tagline, and brand implementation are really all that’s needed on a truck wrap. Sometimes, a great visual will already speak 1000 words and nothing more needs to be said other than the brand name. However, for more little-known companies, copy is purposeful. Write the copy as an extension and descriptor to the brand identity. Give the brand an ounce of personality, and the consumer will weigh in on the service. Subtle and smart copy is favored.
Respect the Needs of Clients
If you’re a designer in the process of creating a truck or vehicle wrap for a company, it’s most effective to have open communication along the way. Any quick changes or approvals in the design should be spoken about with the client. Of course, designers know what they’re worth and what they’re able to execute but it’s the partnership that leads to a well executed and fully fleshed out advertisement. Effective truck wraps are products of a great team.
These are just a few tips and tricks that designers, advertisers, and marketers should listen to when coming face-to-face with a truck wrap challenge. By seeing the vehicle before initially wrapping it, designing mock-ups, exciting the consumers, keeping copy and design simple when necessary, and formulating a solid relationship with your business partner you’re on the right track to creating an effective wrap.