Vehicle graphics are an ‘essential’ marketing tool

Vehicle graphics remain a key weapon in a marketeer’s toolbox in delivering messages to a target audience and have not been overtaken by the digital age.

That’s the view of Barnaby Smith, managing director of Oxfordshire-based fleet graphics and branding specialist Mediafleet, who says vehicle graphics provide three essential marketing services: visibility, credibility and audience targeting.

Smith said: “All generations take some comfort from seeing traditional adverts, which is why the clever marketeer will use all promotional tools in their toolbox including vehicle branding.”

It is also why Mediafleet’s core proposition to fleets is a creative brand agency-style approach to vehicle graphic design that provides customers with a total one-stop shop also incorporating artwork production and fitment.

Smith said: “The major vehicle livery and wrapping opportunities are where companies undertake a complete rebrand of their business. That is why Mediafleet provides a complete branding design service, increasing our focus on working both as a creative agency and in a production and installation capacity.”

Top tips for achieving good vehicle graphics:

• Use high resolution images.
• Bold colours and designs will help a vehicle stand out.
• Restrict the amount of text used and use clear fonts.
• Avoid complex educational messages as they will not be understood as vehicles ‘whizz by’ pedestrians.
• Use a ‘call to action’ if appropriate. Text response mechanisms are easily remembered and can provide instant access to more complex messages by linking to external media such as a website or digital content.

Smith concluded: “Technology moves on at a pace. That’s why static roadside billboards have become digital billboards and hand-painted vehicle graphics have been replaced by complex vinyl wraps and even spray on vinyl.

“Digital media is today commonplace, but it is not a replacement technology. It is just a new, and additional tool, in a marketer’s toolbox. Used correctly all tools, including vehicle graphics, have a part to play in delivering a company’s brand message to its target audience.”