Overcoming white truck syndrome
By Braun Bleamer
Posted on Monday, April 30th, 2018
If a small business owner needs a new truck and wants to make a good deal on one, it’s probably going to be white. Once it’s bought, it’s time to get it lettered. But everyone has a white truck, and the customer doesn’t want the same thing everyone has. He or she doesn’t want to look like just his competitors going down the road, except for a different business name on the door.
That’s where effective lettering and graphics come in. As a designer, you can trick the viewer so that they don’t even notice that white truck under the graphics. Instead, they notice the message—the logo and the name of the company, and what they do. The secret, if there is one, is designing high impact graphics.
If a customer has cookie-cutter lettering on the doors or has a zero-impact logo, most viewers will not even notice—even if he has a fleet of 10 or 15 trucks. But if a smaller company has high impact vehicle graphics on their fleet of one, two or three trucks, people notice. My dad is a general contractor and has one van and one pickup, yet people tell him that they see his trucks “all over town.” The only explanation is that the graphics make his two-truck “fleet” more noticeable.