Emotion. Pure and simple. Instead of putting lists of services and points of contact and generic tag lines and pictures, what your vehicle wrap should actually be doing is communicating emotion. Why? Because people buy based on emotion. At SmartWrap we believe people buy on emotion, and then use logic to justify that purchase. This is contrary to the vast majority of marketing we see. A lot of marketing uses logic to try to convince you that some product or service is a good idea, exactly the wrong way around, and the main reason most marketing isn't as successful as it could be.
So how does this translate into vehicle wraps? How can a truck or van wrap communicate emotion? You can start by eliminating anything that resembles logic and concentrate on things that appear emotional, or have the ability to cause an emotional response.
Step one: Nothing kills emotion like lists and bullet points. Remove all bullet points and replace them with a tagline that has the ability to communicate a feeling to the person reading it. Tag lines like "One call does it all" and "we're the best" do not convey emotion and should also be replaced. You should only have one tagline on your wrap.
Step two: Eliminate photographic images. There are very few exceptions. Photography causes the viewer to spend a disproportionate amount of time looking at the image instead of at your logo. It causes people to NOT remember your company by focusing their attention away from your logo.
Step three: Consider a mascot. Mascots can be extremely effective at building goodwill, and at helping people remember your company name if the mascot has everything to do with your company name and story. For example, if your company is Bolt Electrical and your focus is residential, a mascot character of a bolt would be extremely effective in helping people remember your name. They might be sitting at home thinking they need to call an electrician and saying "What's the name of that company with the friendly little bolt character… oh yeah, it's Bolt!"
Step four: Consider a deeper meaning. If the character and graphics can piggyback on your origin story, it will really help to get people to remember you. People remember emotions. Facts? Not so much. An origin story is something taken from the comic book world. Every superhero has a story that explains how they came into existence and what motivates them to continue being a superhero. Your business should discover its own origin story, not invent it.
So to wrap it up (pardon the pun): get rid of bullet points and get a tagline. Get rid of photos and get a great logo. Get rid of random graphics and get a mascot. Get rid of generic and get creative.