Signwriting has become something of an artform and with new materials and techniques, it is getting easier and easier to get your vehicle noticed, which can really boost your business.
Just recently, this writer has been very aware of good signwriting and some not so good, with the not so good signwriting prompting thoughts of “really? They thought that was going to work?”
Clearly, someone thought the concept was good, but didn’t actually talk to experts who know that the customer may always be right, but a little professional advice would make them um, ‘righter’.
Signwriting is a big undertaking. It’s not just getting your brand noticed, it’s making sure the signwriting is appropriate to your business and connects with the potential customers who see it.
There is also a responsibility on the part of the signwritten vehicle’s driver to understand that his or her actions in traffic actually have an impact on how potential customers respond to your business.
People remember bad driving and if the vehicle is easily remembered for its signwriting, well, your business will be remembered too, and probably for the wrong reasons.
Vehicle signwriting has some obvious do’s and don’ts. The first, don’t compromise on your preferred commercial vehicle choice because it is not available in the right colour. With a complete vehicle wrap, the vehicle can be changed to any colour you want. This option also allows you to retain existing vehicles when a rebranding project calls for a colour change.
For leased vehicles especially, its just as critical to make sure the vehicle isn’t damaged when the signage comes off, as it is to get the signage right when it goes on.
Find yourself a good signwriter, and – if you are signing a fleet with a nationwide footprint – keep an eye on output consistency and quality control. This is where using a nationwide partner can really add value to a campaign.
Next, there’s the actual mechanics of signage, and here’s where you have to work out what needs to be big.
The short answer is ‘everything’, but don’t try to tell your life story on a Corolla. Make sure to use a big, easily read font which means you really do have to be a little selective about your message.
Thick fonts may not be as elegant as thin ones, but you want your name recognised, right? And the same can be said for colour selection.
Make the colours contrast for ease of reading. White on black is good for a large panel van, but black on white is better for smaller vehicles.
Leading experts in signage should be telling you to keep your information clear and concise: name, contact details and web address is pretty much all you need in terms of company profiling on a typical SME business-sized vehicle. Less is frequently more.
An excellent example of memorable signage was spotted recently in Auckland and the driver was very aware that their car stood out from the crowd.
Their driving was excellent and courteous, and the car, wrapped in a bright, artistic and edgy design sure stood out. Nicely done, NIB and with your name clearly displayed I knew just who you were.
Larger vehicles of course, can do more, but don’t be tempted to use customer testimonials or the managing director’s biography. Keep It Short Sweetie applies here more than anywhere else in your company.
Lastly comes images. They say a picture is worth a thousand words, and most cars won’t have space for a thousand words, so a picture is a good bet. But what picture do you use?
A company logo might work for some, but unless you have a really strong brand, it may make people wonder who you are and what you do. A better bet perhaps is an image which emphasises your business activity.
Going down this road is where an expert signage company comes in. Not all of us are creative geniuses, so it could be well worth your time discussing your business with the signage provider and let them guide you through images that THEY think best represents your company and brand.
You may not agree, but remember, you know your business but those who sit in traffic and see your vehicle don’t (yet) so an outsider’s perspective could be more valuable than you think.
One big image is going to be the business. Don’t go trying to collage your car with lots of licence plate size images, remember you want people to remember your business for other reasons than having an accident because they were distracted by your promotional vehicle!
Expert advice and application is the best recipe for vehicle signage. Go with the professionals and you won’t go far wrong. Speedy Signs has 25 branches nationwide, so they’ve got the country (and you) covered!
