How to buy wallscapes and building wraps

Think like a pedestrian when choosing a location for your building wrap. Walk the area where you want your sign located. Get acquainted with morning, noon and night walking habits of the neighborhood so you know where and how the foot traffic moves around your chosen location.

Follow the same general rules for driving views. Some of these monster signs can be read from five, ten or more city blocks so check every angle and site line.

If you've chosen an established wallscape site you'll more than likely pay their media fee based on a carefully constructed view rate. That means the media company that rents the space will tell you how many people will potentially view the location in a given period.

Identifying local permits and licenses are an important part of planning your building wrap signage project. City fathers are, more often than not, very particular about setting standards for signage in their fair towns. Ignore their rules and regulations at you own peril!

Recently we printed a giant mesh building wrap that for a prominent downtown Kansas City office building as part of a national campaign kick off event. The launch was a great success and the wallscape provided a big awareness impact on the local business community as well as loads of public relations opportunities.

Shortly after we learned the city's signage ordinaces strictly prohibit this type of sign being used there and the owners were forced to remove the building wrap within a few weeks.

The wallscape came down but the launch event was a great success. It seems there was a method to the organizer's madness as they knew the immediate impact of this monster sign would get the attention they desired. Crazy like foxes they were!

If you spot a building that tickles your grand format signage fantasy, contact the building owner or facility manager and tell him what your interested in.

If the space is available and the local permits are in order, he will know the best way to access the building. Installation and removal of these giant signs requires a thorough understanding of the building architecture and access areas. These issues will become critical when it's time to sort out the installation requirements.

You've got a great location. Now get a great installer. Never underestimate the value of a high quality installation. This is where the rubber meets the road for the lifespan of your sign.

Consider the consequence of a poorly installed wallscape. The wind kicks up and the rain begins to fall. The house painter, turned wallscape installer that you hired because he's between painting projects, doesn't quite understand the importance of a tightly fitted building mesh and a small loose corner begins flapping in the breeze.

The vinyl strength is rapidly compromised by the relentless slap against the building. The tear starts small but increases with the help of Mother Nature. Soon there is a 25 foot split section that is grabing gusts like a loose spinniker sail crashing against the building side.

It's not long before the mesh fails completely and is ripped away from the building settling on the street below draping cars, stop signs and unsuspecting pedestrians. It's not a pretty picture.

Do a little homework to find a capable and experienced installer. It's worth the time and effort.

There are some lessons to be learned when developing the content for your building wrap design. Successful outdoor ad designers know and practice some basic rules of successful outdoor advertising.

First. Keep it simple. The most memorable billboard ads have a single persuasive message. Don't litter the things with a bunch of clutter.

Second. Use big and bold color for impact. Soft and gentle color hues are better left for magazine ads. You dont have a lot of reader time so make a strong statement with strong color.

Third. Choose an experienced graphic designer who knows his craft. Listen to his ideas about how to get the message across.

When it's time to choose a printer, look at what they've done, when they did it and who they're doing it for. Experience is the great information provider when shopping for a a capable wallscape printing company.

Check out their most recent projects to decide if they're a real player or just dabbling in the business. One hit wonders often print a mesh wrap or two with little success and move on to another area of expertise. Don't choose them.

Look at who their clients are. Are they printing for the "once in a while wallscape buyer" or do they work with the recognizable national players? The big boys know what works and what doesn't. As a buyer, you want all their experience to go into your project whether it's a record breaking size or a simple roadside vinyl.