I decided to think about this question because I attended a brainstorming session with a card manufacturer this week. It was to discuss the company's new range, which was mostly text based. I felt chuffed to be asked to go along and I enjoyed meeting some lovely likeminded people.
Lately I have been feeling that my cards could be enhanced by little quotes. The reason for this is that my mum always sends her favourite daughter cards with interesting wee phrases (her favourite daughter is her only daughter, namely moi). The kind of card she sends always says something that makes me smile.
I have researched the use of phrases on greeting cards and realise it is important to get them right. Jeremy Corner, who is the managing director of the successful company Blue Eyed Sun, says “It’s worth taking time over the phrases used for the captions you cover. To my lovely husband is slightly too feminine for a husband card, whereas To my wonderful husband tends to perform better.” Jeremy also states that I love you is a sentiment that is always strong on cards because there is a reason to send it.
I think that even if the card doesn’t contain text I still have to consider who the purchaser would want to send it to. If I can’t think of someone suitable then it probably will not sell. I realise that when phrases are included in my designs, they need to be brief and original.
To conclude, text does help sell cards. Carolyn Edlund, who is a business consultant for greeting card entrepreneurs, says “If you are trying to sell a collection of blank cards, you are eliminating 90% of the market who buy greeting cards.”
I have always loved creating bright beautiful designs which may in future be enhanced by some interesting phrases. I hope I can make my customers happy by doing this.