Opinion
They Called it a Revolution Does technology or demand dictate change? By Industry Expert, Paul Roba ehicle wrapping for purposes of this article discussion, is primarily related to the use of adhesive-backed films used to cover cars, vans, boats, trucks, and motorcycles. The two major segments of vehicle wraps are, 1) graphic wraps - the vehicle is covered in printed images for advertising, brand recognition and promotion, or bespoke design, and 2) colored film wraps – where vehicle color can be temporarily changed with single or multiple colors for bespoke purposes. Although these two segments of wrapping do overlap, for discussion purposes they are considered separately because of the differing expectations associated with the end product and quality. True, customers always have an expectation for high quality in both instances, however, they are aware that a graphic wrap will often have seams or even small blemishes. But because of the distraction to the eye because of the design or message in the graphics, seams or blemishes are much less visible. Graphics are tucked and wrapped around edges, but door jambs, sometimes handles and mirrors, and other detail areas are not typically wrapped because minimal vehicle parts are removed. Although many wrapping techniques are similar between graphic and color change wraps, expectations on color change wraps are much higher. There are minimal seams permitted in a color change wrap, and if one is needed it must be 8 l WrapFam Unleashed l February 2024
made imperceptible to the customer. In addition, in many cases, the door jambs and other areas with visible body color are completely wrapped. Color change wraps reflect the style of the customer as well as protect the underlying paint, so the customer expects a flawless finished look and no damage to the vehicle’s surface when removed. Wrapping was a revolution! However, my perspective is that the two segments underwent different revolutions and many similar evolution(s). In order to clarify my viewpoint regarding these wrap segments, let’s start with some definitions from the Merriam-Webster online dictionary of “revolution” and “evolution”. Revolution: a fundamental change in the way of thinking about or visualizing something: a change of paradigm: a changeover in use or preference especially in technology Evolution: a process of change in a certain direction: a process of continuous change from a lower, simpler, or worse to a higher, more complex, or better state In my interpretation of the definitions, revolution is a significant change from the status quo, whereas evolution would be subtle improvements to the process. The focus of this article is the “revolutions” of the graphic and color change wrap segments.
Graphic Wraps
For years, printers have been supplying screenprinted images for graphic installations. These images were primarily used to advertise large
