It should never be ‘just a card'. The phrase 'that card will do' should only be muttered in the isles of crowded supermarkets or petrol stations...here is why we send cards and what we truly want from them.
By reading you’ll see just how important a well chosen card can be.
In an era where disposable is touted as a benefit, where the word ‘commercialism’ is used so often in defence of our shopping habits; greeting cards and how we present them can mean and influence so very much.
In a recent survey that AofG conducted, we asked some of our customers why they bought a card? We asked what they expected from the card and how important the reaction from the recipient was. We wanted to understand their thought process and just how important their choice was.
We were surprised to see that the majority of our customers didn’t simply respond that they expected a beautiful card; they seemed to trust us that’s what we’d deliver.
Most responded that they wanted a ‘thank you’ from the recipient, they wanted a positive and emotional response and they wanted the cards they sent to stand out and be treasured.
They wanted to know that the person receiving the card was grateful, even if they’d received many others and they wanted to know that the card and the message they’d written in the card had meant so much.
Have you ever seen someone glancing at the collection of cards displayed on a mantle piece…most people don’t look at all of the cards, most are drawn to one or two cards; one or two special cards. It is these cards that seem to shine. They may not be the biggest, they may not be the brightest, but there is something about them that makes them standout, something that makes them special.
You see, the card is simply the packaging for your sentiments. We think sentiments are valuable, so imagine just how valuable the sentiments you send to your recipients are to them.
It may be a rushed message scribbled into a card, or a thoughtful emotion carefully written onto an elegant inlay sheet. Which ever it is, it will hold value to the recipient. And to commemorate that thought, it should be delivered in a way that is guaranteed to stand out to ensure that it gets treasured.
So when you consider that a card will carry your words of encouragement, sympathy, congratulations or birthday wishes; when you consider that to the recipient those words can mean so very much, you’ll see that by spending seconds more choosing the perfect card can make so much difference.
