THE TRUTH ABOUT “WRAPS”
The latest technique to be promoted in the the sign industry is the “Wrap”. You see them, you know what they’re called, but whats the real story here? Basically, it’s a way to print full-color, digital originated images or text on base white Vinyl. Large 48 inch to 60 inch sheets are then applied to a vehicle or sign panel ,much the way you wallpaper a wall. The advantage?…when designed properly by a talented ,creative artist, these wraps can be quite striking and deliver full color photography in addition to yor advertising message. They were first used on big city buses and large tractor trailers for limited year to two year promotions. The same technology has spilled over to billboards, when printed on what amounts to a giant banner. Again for limited time contracts. In reality they are “temporary” decals. Thats great if you want to change your message from year to year, but I haven’t been able to find any process that will give more than 4 or 5 years of outdoor duribility. To get that much , the print has to be laminated with a clear UV top sheet to slow down the fading. Most billboard banners don’t have this and fade much faster. Now I will address the disadvantages in these catagories:
DESIGN, DURABILITY, & COST:
DESIGN: The majority of shops that have purchased the new equipment to produce wraps have done so to believe the manufacturers message of speed of production and all the profit they will make. Doesn’t mean they can design a successful full color layout. Because of lack of talent, expearince and training in the art of full color work ( usually handled by AD agency Art directors for magizine & print) they have to resort to composing there compositions with short cuts and “crutches”. They buy CDs for backgrounds, and try to pump up weak designs with “Trick” tools (Shadows ,outlines, ,color blends) and other effects. The result is 9 times out of 10 , some pretty weird overall presentations that are everything from confusing to totally illegible. Why? because the sign industry tells newcomers that it doesn’t matter if you have no expearance or artistic talent …just buy this equipment and go to town. These amatuers dazzle you with “footwork” while running to the wrong goal. Wraps have become the latest ”trend” in signage, and its unfortunate that people are spending so much for instant gratification while really sending a confused or uneffective message to their potential customer. Your Truck or billboard IS not a magizine ad. The viewer can’t take the same time to get the message as when the’re holding the the “AD” and not driving. There are actually hundreds of Schools, courses, and thousands of Books addressing and teaching sound design principles, but if from what I see being produced, is any indication, most shops haven’t done “their homwork” in this area. The tools don’t make a winning product, the operater does. Since the computer tools of the sign business have been accessible to anyone, expect “just anyone” to be operating them. Lets see what they can do with a pencil, paintbrush or real “Artist Tool”.
DURABILITY: We use as much as possible the most expensive Premium vinyl for lettering, rated at 9 year outdoor duribility OR real basecoat-clearcoat Automotive urathane Paint, that can last a lifetime when taken care off. We recently opted to Paint full color work on a Van, instead of taking the shotcut of getting a qiuck print “Wrap” to stick on fast. The customer then benifitted by getting dazzeling pearl paint that danced in the sun, instead of just colored ink on vinyl (Wraps inks produce colors like the printer on your computer). And it won’t FADE. yes Wraps fade, faster than you think. Its a progressive process that sneaks up on you. Take a sample of the wrap and hide it in a drawer. In six monthes hold it up to your truck. Hmmmm..something going on here. Because of the CMYK print process, the yellows and reds fade first (your hamburger will turn green). Then hows the adhesive and basic structure of the vinyl going to last? Expect tears, edge peal-ups, shreading if it’s been streached to apply and some instances the ink has gone through the vinyl and perminently stained the paint! If any off the tricky production or application is not done correctly, you’re in for big problems. And how do you get it off? Not too easily.
COST; This stuff is just too expensive when compared to other ways of doing things, Especially when given time return on investment. Expect the prices to drop as shops try to pay their equipment off, and not deliver the job properly, rushing to “get the job out”.
My Overview:
The Technoloy is too new, without any track record.The companys are continuing to make quicker,cheaper, and in most caes many differant methods that compromise quality. Its in the hands of “Non-designers” and in most cases the same job can be done done at half the price for a better look that ast longer.