THE HISTORY AND MYSTERY OF VEHICLE WRAPS

Background

Vehicle wraps took off in the early in the new millennium. Advances in wide format inkjet technology allowed consistent reliable printing. Computers that could process high resolution designs were now available for a few thousand dollars. 3M created an adhesive technology called Controltac that allowed large sheets of vinyl to be installed on vehicles with amazing results. People thought the internet would revolutionize advertising and it had. Advertising on the internet, however, left companies wanting.

For years companies had spent thousands of dollars to advertise in one of two ways. They paid thousands of dollars PER MONTH to rent billboard space. This was great way to get your name out there, but at the end of each month came a bill and a reminder that you didn’t own that advertisement. As soon as you missed a payment, that ad was replaced by another.

Companies also spent a huge chunk of their budgets to buy and ad in the phone book. Things have changed so quickly phone books now need an explanation for some younger people. Phone books were formally known as telephone directories and were list of phone numbers and addresses for people in a specific area. Residential listings were called the white pages and were white in color. Companies were listed in a separate section that was colored yellow. This section was the yellow pages and companies could pay money for a listing to be a small advertisement. Large companies payed vast sums for full page ads or multiple page spreads. Ads were

By Jon Po, Transport Graphics

divided into categories based on what your company did. This meant if you paid for a listing, it was put right next to your competitors. Small company ads were all but invisible next to larger competitors.

Companies were eager to advertise online. They started spending money on intricate websites to showcase themselves. They were left with the problem of getting people to their website. They had to go through search engines to drive traffic and they found themselves again competing with large companies with seemingly unlimited budgets.

Then came wraps to the rescue. Companies already had to have vehicles in order to operate. Why not turn them into a billboard? A billboard you can drive nearly anywhere. A billboard you can park in front of a busy restaurant. A billboard you can drive in rush hour traffic. A billboard that you drive to your sales appointment and reinforce the professionalism and reliablity of your company. An form of advertising that cost a fraction of the cost per impression of any other form of advertising. An advertisement that you could OWN.

Now wraps are used to advertise everywhere. Companies are now using wraps to enhance their customer’s experience by wrapping walls and windows with murals. They are everywhere and show no signs of slowing down. Billboards have gone digital so you have to share space with other advertisers and the yellow pages is just a memory.

Why Wrap

If COVID has taught us anything, it’s that in an increasing digital world people are looking for balance. They are looking for more in the real world. When you get a vehicle, it costs you money. You need them to operate, but you have to purchase them and pay for fuel (whether it’s gas or electricity.) Advertisements cost you money, but over time they make you money. A wrap is the perfect way to offset the cost of your vehicles. The goal of advertising is to get impressions. The less you spend per impression, the more successful the advertisement is. Vehicle Wraps have the lowest cost per impression of any other form of advertising. If you’ve been to Las Vegas in the last twenty years, you will even see billboard trucks dedicated to advertising with no other use. That should be enough to tell you a blank vehicle is a wasted opportunity.

People also view their neighborhood as a trusted space. If they see a truck for a company in their neighborhood, they tend to elevate that company in their mind. If there neighbors trust this company, it acts as a positive review for that company. If they see it multiple times, that trust multiplies.

Design

Having a vehicle wrapped doesn’t insure customers are going be beating down your door. A wrap is an advertisement and as such it needs to be well crafted to be successful. A vehicle wrap is not a website, brochure or even a billboard. It is an three dimensional outdoor advertisement and has a big impact in a short period of time. That means less is more. You need to have a simple, bold message that sticks in your customer’s mind. It is best to use a designer who specializes in wrap design. Inexperienced designers fall into the trap of treating a wrap like any other medium.

Simplicity

A good wrap will communicate three things: who you are, what you do, what makes your company different. Some of this work can be done by your logo or company name. You may think contact info is missing and that may be included, but increasingly young people will find a company by a web search. Google business is a powerful tool that bridges this gap and connects real world impressions into information for your customer. You want to have clear next steps for a customer to do business with you. “Call today” is a common call to action, but it is better to be specific. “Call today for a quote” or “Call today to start your project”

LOGO VS. BRAND

A great design starts with a strong logo and brand. They are not the same thing. A brand includes but goes beyond a logo. It includes visual identity, messaging, communication, and reputation. The most important thing to know is that they are not the same and a great logo doesn’t always insure a strong brand.

Hierarchy

Great design is about visual hierarchy. You want to elevate the most important information and make it clear what you want your customer to do. Your name is the most important piece of information. If a potential customer remembers only one piece of information, you want it to be that. Making it large is important, but it may not be enough. You need contrast. If blue is your company color, putting a large blue name on a blue background isn’t going to stand out enough. Using contrasting colors and tones is a good strategy to build contrast. Surround your dark blues with bright oranges. Surround your dark colors with light. If you are in doubt about your wrap, stand across the room and look at the design. Unfocus your vision and see where your eyes go.

Material

There is a world of different vinyl materials out there. It can be overwhelming and as a consumer it’s hard to know if you are getting a quality product. A wrap can leave wrapped in substandard film and you wouldn’t know until it started to fail after a short period of time, usually just after your payment has cleared. So what should you ask for from your wrap shop?

There are many manufacturers of vinyl films and more seem to be popping up all of the time. The industry leaders are 3M and Avery. They both make quality products and they are the most consistent for quality. They both offer long term and short term films and laminates, so seeing their name on a quote isn’t a guarantee for longevity.

If you want your wrap to last longer than a couple years, you want to make sure you get a cast film with a cast film overlaminate. Vinyl can be made by casting or calendering. The simple explanation is that cast film doesn’t shrink and dete- riorate in the sun nearly as fast as calendered film. Cast film has a life of five or more years on the side of vehicles, while a good calandered will last about half as long. The overlaminate will protect the printing and film from the sun and harsh cleaning chemicals as well as offer some scuff protection.

Not all cast films are built the same. The adhesive a company uses has a lot to do with its life and how well it removes at the end of it’s life. Cheaper films glue can harden over time making them almost impossible to get off. These films last years, but can be removed at the end of it’s life without damaging your vehicle. If you want to sell your vehicle, you might be on the hook for a removal bill higher than the value of the vehicle. There are three types of adhesive categories: permanent, removable, and changeable. For fleet applications, you want a removable film. 3M set the standard for fleet wrap film when they introduced it’s Controltac adhesives.

All of that said, what is the simple answer? What are good film and laminate combinations for a wrap you want to last several years and remove at the end of it’s life? Transport Graphics uses 3M IJ180cv3 premium wrap film with 8518 gloss overlaminate. This combo checks all of the boxes and comes with the 3M MCS Warranty when produced by Transport Graphics. This warranty gives longer warranty coverage that extends to removability at the end of it’s life.

Installation

Vinyl films are not easy to install. They require a skilled technician to insure the proper cleaning, pressure and finishing. It is important to use a certified installer, otherwise you could end up with issues down the road. There are a few reliable certification bodies out there. The UASG (United Application Standards Group) manages certification for 3M. Avery has a network of Certified Wrap Installers (CWI) that meet the criteria for them. Printing United Alliance certifies installers as well. They are called PDAA Certified installers and are recognized by many film manufacturers. Many companies hold multiple certifications. Transport Graphics uses a network of 3M Certified Installers to insure quality and longevity. On