Moving Brands
by Joel Ross, Senior Marketing Communications Manager
Integrating brand or marketing campaign graphics into a variety of mediums – beyond the packaging – has become the norm as consumers make more on-the-spot buying decisions. Opportunities to influence behavior have transitioned to where the potential customer is – in the store or on the road, what is now called out-of-home media.
Just as racecars are wrapped at Nascar or Formula One events, the same material can be wrapped around the exterior of commercial cars, trucks, buses and trains to carry brand messages. The wrap product has become easy and affordable to apply and it is a great vehicle (no pun intended) to generate consumer excitement and attention to the message.
While transit advertising with wraps is a simple concept, trains, subways, semi-trailers, trucks and cars come in all shapes and sizes. Graphics for a semi-trailer are fairly easy to design and install. It’s essentially a flat moving billboard. A Mini Cooper can be just as effective and eye catching but the graphics are going to fit differently and the car’s curves have to be taken into account in the graphic design process.
Avery Dennison Graphics Solutions provides comprehensive services to the design community in addition to offering the industry's broadest range of pressure-sensitive film warps. Our technical experts assist designers in choosing the right digital or opaque vinyl for the job. We also connect advertising and marketing agencies and brand managers to our nationwide network of installers who have passed the rigorous standards of the Avery Dennison Certified Wrap Installer program.
Consulting with the company that will install the wrap – whether it’s on a train, bus, car or semi-trailer – during the design process is a good idea. The sign or wrap company may have in-house designers who can assist with the process or be able to offer templates that could be beneficial to ensure the graphics fit the car properly.
As is often stated in design, the principle that less is more and that white space is a benefit applies when it comes to transit or mobile advertising. Often, the desire to get as much messaging as possible in the
graphics does more harm than good. The most memorable brands or campaigns often have fun, simple graphics without a lot of copy or information.
Iconic brands such as McDonald’s, Planter’s Peanuts and Serta are making the most of the trucks that are transporting their goods with classic brand graphics that are even “cheeky” at times. With recent technology advances in vinyl films, there are no limits with wraps, only opportunities. Yellow Octopus has utilized our Superior film wrap to carry the marketing campaign for their client, Watercraft, through the streets in Singapore to maximize the reach of their message.
