Answers to Beware of Crap Wraps!
THIS IS THE ANSWER SECTION TO BEWARE OF CRAP WRAPS!
Even though the bright colors make this vehicle stand out in traffic, it has no logos, contact info, call to action, etc. for the company it’s advertising. What’s the point of getting people’s attention without any result? It’s very important to at least have a company logo so that after getting a person’s attention, they can at least remember the company name to look it up later.
This example isn’t a wrap at all… but might as well be. This client chose to put cut vinyl decals on their entire vehicle instead of opting for a full wrap. In many cases, cut vinyl decals can prove to be a good option when a company doesn’t want to invest in an entire wrap. But, it’s important that the decals are placed thoughtfully to give a clean overall look. In this case, the too-large decals are placed all over the vehicle, and do not flow with the contours. The final look is cluttered, hard to read, and unappealing to the viewer. Also, the decals on this wrap fight against the blue color of the car. With a full wrap, the designer has the option to make the vehicle a color or colors that go along with the company logo or make the logo stand out.
This client chose to do a partial wrap with cut vinyl decals on the sides. Unfortunately, the space wasn’t used to its full potential. The result is a vehicle wrap that looks unfinished. If you are going to do a partial wrap, use the available space to to grab your customers’ attention! Instead of just covering the back of the vehicle, have it continue a little bit on the sides to make it appear as a finished design. Negative space in a design can be an effective design element, but it needs to be thoughtfully placed so that the negative space doesn’t just appear to be empty space.
This wrap design for a Cajun restaurant is on the right track with its bold color, but the giant image of an evil crayfish is off-putting. Additionally, the surrounding information is hard to read because of the small script font. Remember, people will be driving by your vehicle and only have a few seconds to read the sides. Place detailed information on the rear of the vehicle, where someone would have more time to read it (while stopped at a light, stop sign, etc.). The restaurant’s name/logo is large and a bold color… a good design decision. But, the company name (blurred for protection) doesn’t really explain what the company is, so it’s important to have good supporting information and imagery. An appetizing platter of food with cooked crayfish would instantly send the message that this wrap is advertising for a restaurant where you’d want to eat!
What is this wrap advertising? This is an example of a wrap that is sending a mixed message. On one hand, “Travel Services” is listed under the company name (blurred for protection). On the other hand, there’s a sheep as part of the imagery. This wrap is for a travel agent, but the dominating picture of a sheep makes the viewer have to guess what the wrap is really for. If a viewer sees the vehicle driving by, he or she might think this wrap has something to do with farming or agriculture. Imagery that stands out needs to emphasize what the company does.
The color on this wrap is so bold, it’s blinding. Additionally, (like in the Cajun restaurant wrap above) the font used is a small, light, script font that is extremely hard to read. Even the company name/logo (blurred for protection) used a light script font, so it’s hard to read too. Bold colors are good for attracting attention, but it’s important to choose bold colors that don’t cause the viewer to turn away. Need help picking colors? Check out The Importance of Color in Advertising and Design.
This wrap has way too much information on the side! It has so much information, that it doesn’t fit properly, and wraps over seams, to the rear of the van. The logo is very large, which is a good thing, but looks like it was stretched. NEVER stretch logos or fonts to make them fit. Distorted logos and fonts will cause the wrap to look unprofessional. Also, the image in the background doesn’t fit with what the company does, and competes with the information. If you decide to choose an abstract image for a background, make it an image that helps the text stand out. The white stroke around all of the information was probably placed to make it stand out or “pop,” but really makes it harder to read. Instead, use different sized fonts to create a hierarchy of information, causing the viewer to see the most important information first.