I had some apprehension about being able to apply it properly, but it wasn't that hard. The first side took a bit to get the hang of the applicator but if you hold the roller firmly against the wheel and make sure the applicator is perpendicular to the surface the tape sticks pretty well. It's easiest to have the bike up on a stand so you can spin the wheels. I got blue and it really pops on black wheels. The colors available won't match every bike out there, but a contrasting color would look good too.
I'm really happy with it.