Wrap design that reads at65 miles an hour

You have roughly a second and a half

At highway speed, a passing vehicle is in useful view for well under two seconds. That is enough for one idea and one brand attribution — not for a headline, a subhead, three proof points and a QR code.

The discipline is subtractive. Every element that survives the cut has to earn its place against the one thing you want remembered.

Design at distance, not at desk

Type needs weight and generous counters to hold together at distance and in motion. Fine strokes, tight tracking and low-contrast colour pairings all collapse first.

The practical test: view the artwork at ten percent scale from across the room. If it does not resolve there, it will not resolve on the road.

If it survives the ten-percent test, it survives the highway.

Respect the panel breaks

Rivets, door seams, wheel arches and hinges are not obstacles to design around at the end — they are the grid. Type crossing a door break becomes unreadable the moment that door is opened.

Each face also has its own job: the sides carry the campaign idea, the rear carries the action, since it is read by a stationary driver behind you.