Planning vehicle graphics: legible in three seconds

A lettered van is seen hundreds of times a day – but always only for a moment. Anyone who plans for that moment designs differently than on screen, where the eye has as long as it likes.

How much time is there really?

In flowing traffic you have two to three seconds; at the lights and in a parking space considerably more. In those seconds nobody reads a sentence. Realistically a viewer takes away three pieces of information: who, what, how to reach you. Everything else – certificates, partner logos, lists of services – fills space without contributing anything.

The rule of thumb for type size

For easily legible lettering, reckon on around one centimetre of cap height per metre of reading distance; for reliably recognisable advertising effect in traffic, more like double. From twenty metres the company name therefore needs at least twenty, better forty centimetres in height. For the telephone number, usually read from a shorter distance, correspondingly less is enough.

Just as important as size is contrast. Dark lettering on a light vehicle and light lettering on a dark vehicle work; corporate red on anthracite disappears from ten metres. Narrow, very light weights also get lost in passing – a bold weight holds up.

Information hierarchy: three levels are enough

More levels mean none gets read. In the design we deliberately push everything else aside.

The rear is the most valuable surface

Behind your vehicle somebody waits at every set of lights, in traffic jams and on the motorway – often for minutes. That viewing time is longer than on any other surface. That is why the rear carries the complete message including contact, while the sides take on the big, fast effect.

Full wrap or partial lettering?

Partial lettering puts logo, service and contact on doors, side panel and rear. It is installed in one working day, looks clean and leaves the vehicle colour in place – for light-coloured fleet vehicles often the best solution. A full wrap replaces the vehicle colour entirely, allows continuous imagery and turns even a dark vehicle into a light advertising surface. It takes more time, more material and clean preparation, but works like a rolling poster.

Leasing, fleet and care

Leased vehicles can be lettered without problems as long as the film is applied professionally and removed in time. Check in the leasing contract whether return in original condition is required, and schedule removal before the return date. For fleets a design grid that works the same way for estate, panel van and trailer pays off – the presence stays consistent even though the surfaces differ.

Lettered vehicles may go through the car wash, ideally one with soft textile strips rather than hard brushes. With a pressure washer: at least thirty centimetres distance, flat angle, never aimed directly at edges and film borders. Remove insect remains and bird droppings early, because they attack the laminate. After the first application the vehicle should not be washed for two to three days.

Conclusion

Design, surface and care together decide how long a lettering job works. We draw the design onto the original dimensions of your vehicle model and show it before production – so you see what really comes across from twenty metres.