I drove behind a car wrapped in a restaurant advertisement. The vehicle appeared the victim of a paint ball war. Either that or Godzilla lost his lunch on the doors. The ad also included photos of the restaurant’s food. They looked as appetizing as diesel fuel. Maybe they seemed yummy on a smaller scale, but seeing them on a car instead of a computer screen would make visitors shout “check please!”
More car wraps, bright and splattered with color, are passing by these days. Too many have crossed the yellow line. They grab my attention like a bright, orange sports car would. You can stay in my blind spot, thank you very much! I rarely notice the slogan or business name. I’m too focused returning my attention to the road.
I’m not painting a broad bush across all car wraps. But the ugly ones and their distasteful pictures become the unintended message: “Don’t eat at this restaurant” or “Steer clear of this product.” How a message is presented determines how it is perceived. In these cases, the presentation overpowers the message.
This image problem ranging from cars to cameras. Too many videos by video “experts” highlight their poor lighting, shaky cameras, talking heads, distracting backgrounds and hollow sound. I tune out and turn off.
TV commercials are my next target. When I see two giant servings of ice cream in a car start making out, I’m ready to skip dessert. I appreciate humor but I think the ad’s goal was to make me hungry not disgusted.
Being loud and obnoxious doesn’t always equal success. If your brand has a voice, ensure it’s a pleasant one. If you want to literally drive your brand home, less paint is sometimes more.