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VanMan Sign Writing Advice:
Whatever your van, whatever your business the key principles of marketing communication remain constant.
It should be remembered that people, even if they are interested in you products and services may not see your vehicle for long, they will almost certainly not have the means to write anything to hand, so your message must be crystal clear, memorable and concise.
The notes below may appear to be statements of the obvious, but, our experience and market research indicate that it is all too easy in the excitement of the moment, or as a reflection of fashion, for designs to be commissioned that are much less effective than the ideal. The result of this can be lost business and profit.
Click here for details of companies offering
vehicle livery services.
Content
Research has demonstrated consistently over thirty years that the maximum number of individual pieces of information that can be extracted by a consumer from a television advertisement is three. Van graphics and liveries are little different but are generally seen in environments in which it is less likely that information will be absorbed.
If you are a major national food supermarket chain it is easy, all you need do is to show your name and
a brand proposition clearly. Several years ago VW, frequently an advertising innovator, started using the sides of their large parts delivery vehicles as mobile posters, an effective strategy for their target market which the company has continued.
Few of us are in that fortunate position however.
All businesses are different, most of us have different markets and target groups and they will react differently to a variety of stimuli. There are again differences if our markets are local, regional, national or international.
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Style
Today when vans almost invariably come factory painted, it is necessary to decide if a standard colour is acceptable or if it would be worthwhile to repaint the vehicle.
The overall livery style needs to reflect your business your sector and your target customers. For example, if you are a design company the style adopted should reflect this sector of the market, similarly if you deal in antiques this should be reflected in both colours and type design. Your target market sector will have an effect on the overall colour, the colours you will choose could well be different if you are a premium or budget company in the same market sector. Fashion can play nasty tricks over the life time of a vehicle so care needs to be taken in both colour and style, most of us can date the foundation of companies using psychedelic colours or so called computer type faces.
It is also important to develop a design that suits the style and exact shape of the van. Some vans provide better scope for graphics than others, features such as sliding doors can cause problems when they are open or if they do not align perfectly, similarly some vans have flat sides others do not.
When finalising your scheme you should take all these factors into account both in relation to the design and the materials used.
Type sizes should be sufficiently large to allow the information to be read easily, if font size has to be restricted there is almost certainly too much information.
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