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Advertise your business
With millions of vehicle graphics on our roads, there’s lots of noise and information. All in a multitude of colours and finishes, as well as countless competing messages.
Your vehicle may be your only advertisement. Seen by thousands of people every day. It can be a powerful tool to convey your corporate identity and attract your audience. Whether you own a single vehicle or a fleet, use your graphics wisely to communicate your message.
If you have an established corporate identity, viewers may recognise your words, style or colours. If you don’t have a consistent identity, it’s time to implement one.
Read at speed
If you’re thinking of using your vehicle to promote your product, service or organisation, there are several matters to consider.
- What do you want the reader to understand?
- How can this be communicated clearly?
- How long do you think the reader will have to grasp your message?
- Whereabouts will the vehicle travel regularly?
Drivers or passengers may have time to read the entire message on the first view. Or those same readers may gradually comprehend the information over several viewings.
Some may not read the message at all. So how can your vehicle succeed like a moving billboard?
To increase the chance for your message to be read and remembered, don’t complicate the content. Choose the most important information to display. Who you are. What you do. How to get in touch.
If you can clearly communicate your offering with a single image, use it.
Promote what you want more of. If you provide an in-demand service or a popular product, sell it. Some tradespeople are multi-skilled with more than one service to offer. Likewise, some businesses supply numerous products. Too much information is hard to read at once, so select what suits your long term strategy the most.
Include the address of your shop or showroom. But be concise. Long and multiple phone numbers as well as e-mail addresses can clutter the design. Consider how the reader will use this information.
Direct the reader to your website or social media channel. The reader then has more time to digest all of what you have to offer.
Compliment the shape
Plastic body guards through logos is never a good look. An experienced designer, signmaker or vehicle wrapper will design your message to suit the shape of your vehicle.
Most modern vehicles have lots of curves, contours and recesses. These can be detrimental for legibility and placement of lettering. Avoiding obstacles such as handles and sliding door channels is a good idea.
If you have multiple vehicles which are different models, consider how the design will transfer onto each. Can the design be adapted to suit various shapes of vehicles?
Decorative graphics and stripes can accentuate the vehicle shape. Subtle pinstriping can also soften the expanse of larger commercial vehicles. In contrast, graphics can also scream out for something more eye catching. Both options can be part of the plan to attract more eyes to your message.
Not all vehicle finishes can be paired legibly with your preferred colour scheme. This is especially important when considering the purchase of a new vehicle. Will the colour fit with your established identity? Can you adapt your previous design to suit a new background colour?
Metallic and pearlescent finishes are particularly tricky. Dependant on the viewing angle, solid colours may not contrast or seem visible at all on metallic backgrounds. This is due to the way that light reflects off of the glimmering surface.
Outlines, drop shadows and other effects can be added to increase legibility. But caution is necessary. Additional graphics and colours can overdo the design.
Make sure that the colours selected can be read on your vehicle. Ask for a sample and see for yourself.
Nowadays, the vast majority of vehicle graphics are vinyl. Whether cut vinyl shapes or entire vehicle wraps, there is a plethora of vinyl with varying attributes.
Knowing which materials are suitable and where to source them requires diligence. As well as understanding their lifespan and cost. It’s wise to consider how long you intend to keep the vehicle as this may influence your decision on the materials which are used.
When matching to a specific colour reference, digitally printed vinyl may have to be used. This involves printing ink onto an ink receptive vinyl before laminating. This method is used for photographs, gradients and bevelled effects, to name only a few.
Not all adhesive films are permanent nor manufactured for exterior environments. Moulding over vehicle curves and contours demands a material which can be pliable yet robust. This is especially important for large graphics.
Full and partial wraps are a popular choice for vehicle advertising. Borne out of signmaking, vehicle wrapping is an industry in itself. Advancements in vinyl wrapping films are constant and an understanding of how to use them is essential.
Dependant on the size of vehicle and wrapped area covered, the vehicle can be off the road for several days. There will likely be down time and associated costs, especially if you own multiple vehicles. It’s wise to set a budget for this. As well as realising that any potential bodywork damage will require replacing the vinyl on that area of the vehicle.
Most importantly, the wrap design must be effective and meet the criteria for communicating your message.
Vehicle safety markings
Many highway maintenance, roadside assistance and escort vehicles legally require high visibility markings. As well as HGVs and some plant machinery.
The complexities of which are outlined in the Department of Transport’s chapter 8 regulations.
With attention, the safety markings can be incorporated into the vehicle livery whilst also including your message. This can be achieved with available panel areas and the integration of high visibility vinyl within the design.
You can learn more about fluorescent and reflective materials here.
Tippers, tankers and trailers can act as a moving billboard. Seen by potentially millions of drivers, passengers and pedestrians every year.
By exploiting the expanse of the panel area for advertising and the route often driven, hauliers can even rent these spaces for additional revenue. Or in contract with the goods supplier, the products hauled can also be advertised.
Connecting the cab livery to the graphics on the trailer gels the hauliers visual identity. When graphics are sensibly placed on different models of cab, they can also connect universally with the adjoining graphics on the trailer.
Consistency throughout the fleet is crucial for implementing an hauliers visual identity successfully. This can be achieved with forward planning and wise use of the cab shapes.
Buses and coaches
Recognisable identities for buses and coaches is essential for their waiting passengers. Especially for a fleet of different sized buses.
Implementing an adaptable graphics system when designing for a fleet of passenger vehicles is wise. This is evident on large national fleets of service buses. Colours and shapes are immediately recognised at a distance on varying vehicle sizes.
There is also potential revenue when utilising the passenger vehicles for advertising. Planning the vehicle livery around advertising panel spaces, will avoid the livery clashing with the advert.
Plant vehicles and construction machinery can also be part of the fleet livery.
By establishing the colours, messaging and style, each vehicle can continue to carry the design or adapted version of the livery. Read how this was implemented when the machinery above was colour changed and lettered for Patersons Skip Hire.
Older treasures and display models can also be restored with care and attention. Take a look to see how refurbishments for Harry Lawson and the award winning, Leyland National single decker restored them both to former glory. Coach painting and hand lettering were applied to rejuvenate these older vehicles.
Are you interested to see how I can help with your next vehicle livery? Get in touch to discuss.