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54 • WRAPS • 2 0 1 7 DESIGN The Elements Of Basic Print Wrap Design Printed vehicle wrap designs are composed of individual elements and even the simplest wraps should contain the fol- lowing basic components. The Logo—Logo means expressed thought, it means a plan. And that plan is to influence perceptions and persuade people by using images that make logical arguments and emotional appeals. Literal or abstract, if a brand throws enough money at a design it takes on new meaning. We all know that a seashell means gasoline and an apple stands for smartphones. Most small business don't have the financial resources to invest in advertis- ing abstract logos. But they do have an opportunity to express the message of their offering and influence the perceptions of millions of people that see their vehicle wraps. Their message should be clear and meaningful and the logo should be relevant to their ideal customers. Begin with the logo then compose the other design elements to support the narrative of the conceptual argument and visual appeal of the brand's plan. Avoid adding lists of products and services if possible. Taglines—If the logo does not clearly convey to viewers who they are, adding a tagline may be necessary. One of the most amateurish mistakes businesses make is abbreviating their name down to ambiguous initials and acronyms. If the name is not clear, people will simply ignore it and move on so it requires tagging on more words to explain it. Meaningful names and logos can also can benefit from taglines that provide viewers with additional information. Contact Information—Most wraps require at least a web address and phone number. Physical addresses and social media icons should be considered. Typography—The typographic treatment of all of the copy should be designed with the logo in mind. Design subordinate text in harmony with the logo, in contrast against it or any other way that you decide. Just be sure that all typographic choices are decisive and mindful of the overall style of the wrap. Color Palette—Printed wraps can often change the color of entire vehicles. Because this is what we do, we may take it for granted, but it really is awesome to change the entire color of an automobile. And most people find it impossible to ignore a colorful wrap and its message. Brand's should strive to "own" a signature color as part of their distinctive identity. Value Added Elements of Print Wrap Design The following elements can add interest and value to printed vehicle wraps and should be considered if appropriate. Slogans—Slogans are different from taglines and some busi- ness wraps can benefit from both. Derived from the Scottish word meaning "battle cry," slogans add an emotional component to a brand's message. Think of the impact of an entire stadium of fans screaming the slogan for their favorite team. Avatars & Mascots—Symbolizing a brand with a character or animal can be the very best way to connect with your ideal cus- tomers. It is a proven marketing technique that offers a truly unique way to reach people. The newest trend is to create a cartoon avatar of the business owner and adding it to the wrap. Lines & Panels—Breaking up fields of color with additional panels can be the easiest way to add visual interest and emotional appeal to a wrap. Lines can be used as graphic punctuation to emphasize copy, direct the viewer's eye through the composition and delimit information. Symbols & Icons—There is no limit to the types of graphic devices that designers have at their disposal. Emblems & Shields—I consider emblems to be like little logos. More than just plain text, they add visual interest and another level of professionalism. Graphics—There are many things to think about when add- ing photographs, illustrations or 3D images, but the first thing to consider is whether the message and design of the wrap will be improved. If they improved then go for it, if not keep the design simple and let the basic elements do the work. Call To Action—Remember seeing the words "phone" or "call" before a phone number on hand lettered vehicles years ago? Well the vehicle CTA is back. Using the URL as the main name or the logo on a printed wrap does two things. It iden- tifies the brand, and it compels people to visit the web site immediately.

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