Problems with Digital Billboards and Vehicle Wraps

I’m going to veer off into a rant on a subject I discussed about two years ago because the problem is getting worse, not better. What is the problem? Unreadable billboards and vehicle graphics.

Why is the problem getting worse? It’s because our technological capabilities are getting better. Digital billboards and vehicle wraps offer unlimited ways to add sizzle to your signage and your marketing. Full color photos flash across digital big screens. And your vehicle can be emblazoned with big, beautiful pictures of your business, your crew, or whatever else your little heart desires. Some of these are jaw dropping examples of digital printing and presentation at its best.

But here’s where people get in trouble. Because they can now use extremely detailed graphics, they do, regardless of how it will actually be observed in reality. As well, they are usually viewing the proof for their billboard or vehicle wrap on a much smaller computer screen and up close. At that distance, everything looks great. And it’s stationary… unlike it will be when viewed at 35 to 55 miles an hour (or more).

So here are some of the most recent offenses:

Whose Ad is This??? – This is usually a problem with billboards. No, make that a problem with billboard designers. They’re usually magazine or print designers, transitioning onto the big screen. So they go for the oh-so-subtle logo and identifying info in the lower right corner. Unfortunately, at high speed and long distances, you can’t even see the logo or contact info… not even with my distance vision specs on.
Pink and Orange DO mix, All Too Well – Okay, I’m a child of the 60s and I do love the combination of pink and orange… just not when there’s an orange logo on a pink background. And, yes, I did actually see this for a pharmacy, a big one in Chicago, that slapped their orange-ish logo on top of a photo of a woman wearing a pink-ish sweater on a digital billboard. I had to look at that billboard maybe half a dozen times over a number of days to even determine what company the ad was for. You need high contrast, people! And you especially need it in the digital arena due to the screens washing out some colors.
The Roving Brochure – A vehicle has so much surface, there’s a temptation to put all kinds of detailed information on your vehicle wrap graphics. Your social media info, a listing of all your services, QR codes, phone number, website, pictures of your company or jobs, logos… it’s a roving brochure! Now let’s walk, no drive, in the realm of reality. How much of that information is actually going to be retained by the driver next to you traveling at 40 miles an hour? Not much. I do think the funniest one I saw was a QR code on the back of a vehicle. How do you expect a driver behind you to scan that code while driving?
It’s What’s in Front of You – On a related note, even funnier are the vehicles that have all the important information on the SIDE of the vehicle. When you’re driving, where is your focus? In front of you. So the important info should be on the BACK of your vehicle where it will get more view time. What’s important? Company name, phone, website and a couple word description of what you do. In big, bold, high contrast lettering. And please be specific with the description. I love the trucks that say “XYZ Services – We Serve the World” or something of that ilk. They serve what?

While some of these problems can be attributed to clients who have unrealistic visions of what they need for their big advertising, I really blame their marketing and graphic design teams. So I’ve asked for a special little place in purgatory just for them. And to get into heaven, they have to whiz by this unreadable advertising at 55 miles an hour until they can correctly identify all the ads they pass. I know, evil.

Think this doesn’t apply to you because you’re creating graphics for a tradeshow exhibit where people will be s-l-o-w-l-y walking by? Think again. While they may not be going 55 miles an hour, their minds are racing along at blazing speeds that give computers a hernia, essentially reducing their attention spans to that of a gnat. So that digital big screen in your booth where you’re displaying QR codes, lots of text, and detailed graphics might as well be whizzing by them at 55 miles a hour for as much attention as they can give it.

Okay, done ranting. But hope you’ll keep these principles in mind when you order signs and displays for your next event or promotion.

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