The number one objective of a vehicle wrap to a business owner is to get customers to call or go to their website to contact them.
So how do you accomplish this?
It all depends on you youn are targeting and what you would like to happen when they see your vehicle
Here are some of the basics OF GOOD VEHICLE WRAP DESIGN:
Focus on ONE Person. Your ideal customer. Don’t try to appeal to the masses as this will dilute your message. Your ideal customer must feel like you are the perfect solution to their problem and you are communicating directly to them.
Create EMOTIONAL attachment by using powerful graphics. Different Graphics create different emotion in different individuals. The graphic of a mother cuddling a baby, will have the most impact to a new mother. Not only will you get their attention but you will establish credibility with them. Statistics show that people buy on emotion and justify with logic
Use a powerful slogan to position yourself in the mind of the customer. Your objective is to connect so they instinctively associate you with the desired product or service.
Focus on positioning your services as ideal for them -You are a computer expert that caters to the elderly, or the drycleaner that provides free delivery, or the restaurant where kids eat for free, or the financial planner that specializes in programs for young couples.
Being first is powerful but being perceived as first is even more powerful. Being the only one, or specializing is good. It creates positioning in the customer’s mind.
You are an expert or a consultant. Think of how you can achieve this with your vehicle wrap message. If should be short and designed to be effective, for repetitive viewing.
The design of your graphics should be consistent with the style and type of vehicle for maximum impact. Remember that there are millions of dollars spent on designing vehicles by companies like Toyota, Honda, BMW, Nissan, Ford GM, and others to come up with designs that appeal to the masses.
Take advantage of their expertise, by enhancing the look rather than contradicting it. It will confuse your target customer and result little if any emotional impact. I’ve seen many vehicles with wild graphics that simply do not work with the vehicle. I must confess that some of them have also been designed by us, but only because the customer insisted that this is what they wanted despite our recommendations.
I have also seen vehicles with very simple designs or very little graphic that are very effective and produce outstanding results. They typically cost very little for the customer and were easy to create and install. Usually they were customers who had little if any preconceived idea and simply said, “Here is what I want to accomplish, surprise me”.
LESS is MORE, design for a glance, but create lasting impression. Remember that your target customer is trying to drive their vehicle, sometimes at high speeds and only two to three seconds to glance at your vehicle. If they are interested, based on the first glance, you may get a second glance and they might even slow down to memorize your website.
You need to decide what information you would like them to remember most. The graphic, your caption or, your URL. Unfortunately, all of the above is not usually a reality, so at best two out of three is excellent.
Focus on the areas of most impact on the vehicle. The rear window and the sides over the rear wheel are the most powerful viewing areas while driving. Even though graphics look much cooler, and flows better on the sides of the vehicle. It is not wise vehicle wrap design strategy to focused on areas that are not visible while driving.
It’s very difficult to look at a vehicle that is driving beside you.. for more that a second, without feeling like you are going to crash into it. Try it for yourself. It’s almost impossible to read anything on the sides… unless it is over the rear wheels and you are behind the vehicle.
What about parked vehicles you ask? The sides are definitely a great resource as it allows for more and larger information, but graphics placed on the back and rear still work well if parked strategically. We do emphasize the sides more when designing for contractors, as they spend a significant amount of time parked in neighbourhood driveways, targeting cars and nosy neighbuors driving by.
Control the flow of the information. The reader has less than three seconds to absorb the information. The glance should first create interest or emotional attachment and make them feel like they want to know more. It should result in a second glance so they leave with your URL or Phone number in memory.
The eyes will tend to go to a graphic first and then flow from left to right, so don’t put the graphic at the end of the caption otherwise they will not read it. This will only confuse them and they tune out.
Your Take-Away is the key to getting results. Remember that you want them to call you or visit your URL so make it easy for them to find and remember it. The phone number or URL should flow naturally.
Remember that you are designing for your ideal customer. What’s most important to them, your phone number or URL? If your current URL is long… get a second one that’s shorter and linked it to your current site.
We are not always able to follow all of the guidelines above because of circumstances beyond our control, but we always use the guidelines above to evaluate the effectiveness of the final design. So if you are designing for results the above should be an integral part of your design process.
I wish you success with your vehicle graphics… now you are ready to choose a company to Design Your Vehicle Wrap.