So, why are some fleet graphics seen and others ignored? We’ll discuss how to capture your audience’s attention from the graphic design point of view. But first, we need to define the 5-second rule for vehicle graphics.
In a previous post, How to Defeat the Fleet Graphics 5-Second Rule Forever, international adhesive vinyl manufacturer 3M explains the 5-second rule. “You’ve got 3–5 seconds to direct consumer’s eyes to the areas you’d like them to focus on. To make an impression with a visual image, you must draw individuals to the portion of the wrap that you have identified as most critical through effective design.” — Tips to maximize your wrap’s impact
Whether a consumer is driving or walking in a business district, thousands of messages fight for their attention – signs, billboards, and fleet graphics come at people in droves. It’s impossible to take them all in.
“Professor Robert Desimone, a brain researcher and director at the McGovern Institute at Massachusetts Institute of Technology, carries out investigations to explore how human brains are able to use selective attention, or the ability to focus on a particular object, while ignoring other irrelevant stimuli in the environment; process an excessive amount of information simultaneously; and stay focused when distractions are present.
According to research conducted by Desimone Lab, relevant messages are amplified in certain regions of the brain, while suppressing irrelevant ones.” — How Do Our Brains Manage Information Overload?
So, how do Professor Desimone’s investigations affect fleet graphics? It’s two-fold. To be seen and not ignored, the design must stand out among thousands of other designs, all vying for attention. And then, the hierarchy of design must capture attention, or it will be pushed aside by our brains.
3M used an example of an intricate black and white design against a yellow background with one blue dot. Guess what the human eye is drawn to? The blue dot.
So, how can we apply this knowledge to fleet graphic design? The first step is to know what you want people to see in your design – your visual hierarchy.
Why Are Some Fleet Graphics Seen and Others Ignored?
Hierarchy
Understanding your visual hierarchy is critical for getting your fleet graphics seen and not ignored. What is vehicle graphic design hierarchy? It’s the rank of your design elements. To establish a design hierarchy, you must understand your priority message and how to create impact within the design.
That could mean that your most important element is front and center, or it could be that you use another element to lead the viewer’s eye to the most important information.
For example, imagine a white box truck with FREE emblazed in bright red on the sides of the box. And then just below that, “30-day trial of our new gizmo.” Would the FREE capture attention long enough to see the gizmo trial? And what if you had an interest in a new gizmo? If the contact information were just below the 30-day trial, you’d most likely take it in. If you had no interest in a new and improved gizmo, your attention would focus elsewhere because you’re not a gizmo prospect.
Visual Elements
What elements draw the eye and capture attention. How does color, placement, and intensity affect visibility? What about line and shape? Fleet graphics seen or ignored has much to do with the visual elements.
Why are some fleet graphics seen and others ignored? Here’s what the marketing experts at Hubspot had to say about design elements. “Understanding these seven basic elements can boost your content creation skills and improve your ability to communicate your design preferences if you decide to hire a professional.” — HubSpot — The 7 Elements of Graphic Design, and How to Apply Them
Other Design Considerations
Vehicle graphic design is an art and a science. There’s a lot more to it than taking a logo and placing it on the side of a truck. Here are three of the many points a graphic designer takes into consideration.
Areas of Interest
How will the top hierarchy be seen within the design? Does it stand out, or is it lost in the layout?
Hot Spots
Where the top design elements should be placed on the vehicle to gain the viewer’s attention.
Gaze Sequence
In what order will someone view the elements of the design? I shared an example earlier with the “FREE 30-day trial.”
What’s the Answer to Having Your Fleet Graphics Seen?
Why are some fleet graphics seen and others ignored? Some designs are more professional and visually pleasing than others. These designs take the viewer into consideration and lead them through the information in an interesting way. Designing a vehicle graphic in three dimensions is vastly different than other types of graphic design. The best answer for you is to hire a professional fleet graphics design team.
Let Us Help with Graphic Design Services
When it comes to getting your fleet graphics seen, it begins with our design department services. From a concept on paper to road-worthy advertising for your vehicles, our designers can help bring your vision to life. Our team specializes in creating fleet and vehicle graphics while keeping your brand consistent across all types of vehicles in your fleet.
Whether you need artwork created, or you have existing artwork, our design team will work with you to create what you need quickly and cost-effectively to Drive Your Brand. Check out all of our TKO Graphix Services.
If you have any questions or would like to discuss your fleet graphics needs, be sure to Contact Us!
Use Your Commercial Vehicles to Advertise Your Business!
Do you want your fleet graphics seen? Are you looking for an effective and affordable way to create brand awareness, build credibility, and get your marketing message seen by thousands of potential customers every day? Vehicle graphics and wraps are your answer to getting your business name out there at an affordable price.
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