Why Not to Use QR Codes on Vehicle Wrap Designs
QR codes on vehicle wraps aren't as effective as they seem — they eat valuable real estate, need constant updates, and say nothing unless scanned. Here's what to do instead.
TLDR
- QR codes on vehicle wraps are not as effective as they seem, especially when it comes to real estate on the vehicle.
- They may require frequent updates, adding unnecessary costs and labor.
- Curious how QR codes could actually be hurting your brand? Keep reading.
Introduction
Hey guys, Ryan here from Prolific. Today I want to talk about a question I get asked frequently — QR codes on vehicle wraps. I know what you're thinking: "QR codes are everywhere, especially post-COVID. They must be effective, right?" Well, not so fast. Let's dive in.
The Vehicle Real Estate Dilemma
The first issue with QR codes on vehicle wraps is the real estate they take up. Sure, you could place a QR code on the side of your van — but how often is someone going to scan it? The only real opportunity arises when the vehicle is stationary. Instead of focusing on QR codes, your vehicle wrap should adhere to the 3W methodology to create a clear, distinct, and authentic brand impression.
The 3W Methodology: The Right Way to Design Vehicle Wraps
The goal of a vehicle wrap is not to get viewers to scan a QR code or visit your website. The objective is to create a clear, distinct, and authentic brand impression that allows for brand recall — so potential clients remember you when they are in market for your service, search you on Google, and call. Of the 50,000 impressions you get daily (10M+ vehicular impressions per year, per vehicle), almost none of those viewers are in market the very moment they see your van. That's where the 3W methodology maximizes your impact:
- Wow — Grab the viewer's attention.
- Who — Communicate who you are.
- What — Convey what you can do for potential customers.
By focusing on these three elements, you create a wrap that truly resonates and leaves a lasting impression.
The Potential Updating Nightmare
QR codes are not static; they change based on your promotions, landing pages, or other marketing strategies. If you've permanently printed a QR code on your vehicle, you're setting yourself up for a headache — you'll need to lay new vinyl over the existing wrap to update it. That's additional cost and labor you could avoid.
The Aesthetic and Communication Issue
Let's face it, QR codes aren't winning any beauty contests. They need to be large enough to be scannable, which means they're also large enough to be an eyesore. More importantly, they don't communicate anything unless scanned.
Conclusion
QR codes on vehicle wraps might seem like a good idea, but when you dig deeper they're more of a hindrance than a help. They take up valuable real estate, require frequent updates, and don't contribute to your brand's story. Your wrap should focus on quick, on-van communication using the 3W methodology — Wow, Who, What.
