Shelf Life Of A Card

Birthday Card

General Birthday cards last up to a week, whereas important birthday cards (18th,21st,30th,40th,50th) may last a lifetime, depending upon the receiver of the card. 

Anniversary Card 

Depending upon the Anniversary, the general life for an anniversary card is around a week, unless a special occasion.

New Home Card

Depending upon whether the card is for your first or second house depends upon if it will be kept. General life, 2 weeks.

New Baby Card

New baby cards are often kept by the parents, and may even be kept by the child after.. in turn lasting 2 lifetimes.

With Sympathy card

This card will be kept a lifetime.

Thank you card

Often only a week or so. 

Valentines card

Often kept, but discarded once the relationship has terminated. 

Cards-primary research

• Love is a main theme expressed within this cards design.
• Clique colours have been used in order to embed the idea of love further. 
• A sans serif has been used in order to create a relaxed, informal atmosphere. 
• Informal language has been used in order to express a friendly nature.

• Large in scale, this birthday card stands out upon the shelf.
• Colours used are unisex, and thus the card appeals to a wider audience 
• A 3D approach makes the design more interesting

• Gender neutral this card appeals to a wide audience
• Humour is a key aspect of its design 
• The age is a main focus, a relevant factors with cards of this design. 

• The age is again the main focus 
• Colour has been used to defy gender. 
• Generic, stereotypical iconography has been used in order to express female hobbies.  

• Humour has again been used in order to encourage the consumer to by the card. 
• A 3D approach has been used in this case in order to express an engaging, fun atmosphere. 

• Culturally appropriate this christmas card express jesus and Mary, in an accurate description.
• Simplicity is key within this design, with the focus being upon religion rather than greed. 

• A white background has been used in order to develop a clean, clear approach
• Unisex colours have been used
• Mixture of types develop a friendly, thoughtful approach. 

Birthday, Christmas, Christening, and New home cards are all kept whether this being for a week, or for a lifetime. Every card has a lifespan, and this is an idea in which should be looked into further. 

• Blue expresses a masculine feel
• Generic 'old fashioned' typography
• Card contains multiple sizes (cut out presents).

• The church is the main focus of this piece, embedding the idea of christianity. 
• Red and green have been used as traditional christmas colours. 

• Comical fun design
• American card
• Mixture of type make the card visually engaging.

• Multiple colours, patterns and textures have been used to allow this card to appear visually engaging. 

Diversity within the uk- cards

When thinking about the ways in which the UK has changed over the past 100 years, it is evident that key events have altered the ways in which Britain is represented culturally. A list of these events can be found below:

• Feminist movement-women's right to vote. 
• Civil rights act
• Gay marriage approved
• Divorce approved
• Adoption became more accessible
• Britain now expresses multiple religions. 

Although times have changed greatly, cards generally have no, apart from aesthetically. Gay marriage cards, adoption cards, and step family cards are very difficult to buy when out shopping, thus may consumers result in buying products online. As UK greetings does not have an online website, this limits themselves greatly, and thus a diverse range should be put in place. 

Gay marriage cards are available within the UK, but are not commonly found, and are often searched for online. Downfalls of this include excluding audiences, and causing minority groups to appear isolated, a factor in which a large company would not which to do. Common trends in gay marriage cards:

• Focusing on them being gay not love
• Often poor aesthetic
• Gay flag colours are frequently used
• Frequent puns

Adoption cards are even more rare than that of gay marriage cards, with the only designs appearing online. The cards often follow clique's, and tend to focus upon the child's adoption day, rather than parents welcoming a new child. Key iconography includes:

• Family silhouettes
• Love hearts 
• The colour red

Cards for step farthers are the most frequently exhibited. With typographical approaches being the most frequent, humour is also widely exhibited. Common themes include:

• Humour
• Typography 
• Blues and greens 

Themes

To gain an initial idea on how to focus the project it is essential that a theme is developed in order to gain a greater stance upon the ways in which the design will appear. Greetings cards, and stationery ranges often have a name, a factor in which directs the products outcome. Due to this it is essential that a theme, and name is quickly developed in order to allow for further research and the design process to begin. From this name, a more condensed brief will be developed in which allows myself to gain a greater focus upon the project's direction.

General themes were initially collected in a mind map format in order to visualise the card/stationery themes currently available. These were gained primarily from the initial research stage, a main theme in which was expressed was that of love. Other themes were then added to the mind map in order to exhibit further ideas. These ideas often bounced off one another, with ideas frequently influencing further designs.  Some of the strongest themes have been listed below:

• Family
• Diversity
• The British way of life
• Nature
• Environment 
• Food and Beverage 
• Humour

As all of these topic areas are very broad, further mindmaps were developed outlining key points from each. 

From completing this exercise it allowed for certain themes to be excluded due to their general boring nature. After completing this the key themes in which were left include: Diversity, British life, and Food. When discussing these ideas with peers, it has decided that the strongest idea was that of diversity, as it highlighted the company's ethos, and broke current card/stationery set boundaries. Due to this, it has been decided to take this further, and develop a specific brief for this theme. 

Personas

In order to gain a greater idea upon the consumers in which will be buying the product personas have been developed. These are expressed below.

Persona 1
Name:Emily
Age:19
Gender:female
Social grade:ABC1
Job: Student
Education:Medical degree
Salary: Part-time job (3,000) a year

Persona 2
Name:Bethany
Age:25
Gender:Female
Social grade:C2
Job:Kennel assistant
Education:A levels
Salary:10,000 a year

Persona 3
Name:Jade
Age:26
Gender:female
Social grade:ABC1
Job:Admin
Education:A levels
Salary:15,000

Persona 4
Name:Karolina
Age:21
Gender:female
Social grade:ABC1
Job:student
Education:ICT degree
Salary:Student loan 

Persona 5
Name:Joanna
Age:27
Gender:female
Social grade:c2
Job:cleaner
Education:A level
Salary:13,000 a year

Persona 6
Name:Lucy
Age:23
Gender:female
Social grade:ABC1
Job:Teacher
Education:Degree
Salary:25,000

Persona 7
Name:Hannah
Age:30
Gender:female
Social grade:ABC1
Job:Headhunter
Education:degree
Salary:35,000

Persona 8
Name:Sally
Age:28
Gender:female
Social grade:ABC1
Job:Police officer
Education:A levels
Salary:30,000 

New brief

Defined brief/theme

To develop a range of products in which express diversity within the U.K. Focusing upon minority groups, environmental factors and aesthetic. Products will be developed in which stand out against similar pre-existing products, and appear culturally appropriate. Extensive research must be conducted in order to gain a greater stance upon pre-existing products.

Objectives/ Aims

• To develop a range of products in which appear consistent and part of a set. 
• Develop physical products, in which may be physically submitted to the YCN brief.
• Design boards. 

Target Audience 

Females, aged 20-30, with an ABC1 of a demographic profile.

Deliverables

• 4 x Single greeting cards: size 105 x 159mm, 121 x 184mm or 140 x 140mm — consider the designs of the envelope and the inside of the card too
• 1x Boxed notecard set: size 110 x 132mm
• 1x Gift bag: size 267x330mm
• 1x Repeating pattern for wrapping paper: show one or two swatch samples
• 1x Notepad Cover: A5 or A4
• Design sheet demonstrating how your ideas work as a collection.

Initial feedback/Plan

As I was originally unsure open how to undergo this project, mostly due to the different deliverables, feedback was gathered from my peers, in which outlined the basis of an approach in which should be followed.

As the brief was largely open, with no theme being set, it was discussed that before developing any designs the theme must be tackled, whether this being humour, florals etc. After a theme has been selected there must then be considerable research into the theme, and products currently available in its style. Once a theme has been completed it must then be explored with, with multiple resolutions being expressed. From this a selected 'pattern' should be developed. Once a 'pattern' has been chosen, it is then important apply it to the deliverables, ensuring consistency is gained throughout.

When discussing the product in terms of context, the design should appear informed, and not just comply to that of previous, aesthetically pleasing products. The product should also aim to challenge pre-existing products available to the consumer.

Gaining a concept

Although styles have been extensively researched, I am a contextual designer and thus I wish for my designs to be highly informed, in order to do this research will be undergone in which focuses upon the company itself, its heritage, and the persona in which it wishes to express.

Company:

provided by brief:

Back in 1906, young entrepreneur Jacob Sapirstein had only $50 in his pocket, but a wealth of ambition. He took to the streets of Cleveland, Ohio, selling penny postcards from a handcart.

These postcards made a pretty penny, and Jacob’s business became the world’s largest direct to retail greeting card and gift company! In the 1990s UK companies continued hopping aboard, resulting in the creation of UK Greetings, the UK’s leading direct to retailer publisher and manufacturer of greeting cards and gift dressing.
Together UK Greetings and American Greetings have one of the largest and most talented creative teams in the industry all around the world, publishing cards in more than 20 languages, in more than 70 countries.

Conclusion

When referring back to $50 it is evident that the language within this text expresses this as a small amount although the actual worth at the time would be far greater, with a price similar to a couple thousand within today's money. It is evident that the company is thus attempting to express the company as a small, hand crafted company, in which isn't established on money or profit. 

Being the largest retail greetings and gift company globally it is essential that the company keeps up with current trends, and world diversities. 

The company broadened to a UK branch in the 90's, this could be an emphasis of design. 

Further research into the company

American Greetings Corporation, LLC is the world’s largest greeting card company. Based in Westlake, Ohio, a suburb of Cleveland, the company sells paper greeting cards, electronic greeting cards, party products (such as wrapping papers and decorations), and electronic expressive content (e.g., ringtones and images for cell phones). In addition, the company owns the Carlton Cards, Tender Thoughts, Just For You, and Gibson brands.

American Greetings' toy design and licensing division, Those Characters From Cleveland (now American Greetings Properties), includes copyrighted properties such as Care Bears, Topsy and Tim, The Get Along Gang, Popples and Holly Hobbie. American Greetings also holds an exclusive license for Nickelodeon characters.




Founded in 1906 by Polish immigrant Jacob Sapirstein (1885–1987), who sold cards from a horse-drawn cart, American Greetings has been run by members of the family since its inception. Irving I. Stone (Sapirstein's oldest son, who changed his surname to Stone) was stuffing envelopes at age five, handling the business during his father's illness when he was nine, and worked for the company full-time upon leaving high school. He was succeeded as CEO by his son-in-law Morry Weiss in 1987, and Stone took the title "Founder-Chairman" previously held by his father, when Weiss became chairman in 1992, before dying in 2000. In 1993, American Greetings began sponsoring the Entertainment Tonight Birthdays, also in that same year, the company also introduced its new corporate mascot, the Birthday Bear, AG remained sponsor until 2000, when competitor Hallmark Cards assumed sponsorship.

In 1999, the company bought rival Gibson Greetings and united the second and third largest U.S. greeting card makers.

In 2003, Morry Weiss's sons Zev and Jeffrey became CEO and President respectively; Morry Weiss remains Chairman. In early 2007, American Greetings replaced Kellogg's as the sponsor for Dragon Tales. American Greetings has also branched out onto the Internet, and owns a network of websites. October 25, 2007, it announced the purchase of Webshots from CNET for $45 million in cash.

In October 2005, American Greetings recalled its Sesame Street toy sunglasses sold from December 2003 through August 2005, because the lenses can separate from the frames, posing a choking hazard to young children.

In 2010, American Greetings announced plans to move its headquarters from Brooklyn, Ohio to a new facility at Crocker Park within the nearby city of Westlake. However, in 2013, the company announced it would delay moving its operations to Westlake. Construction had been scheduled to start in early 2013, and American Greetings said it was only delaying the $150 to $200 million project.

In June 2012, American Greetings acquired assets from Clinton Cards PLC together with some of its subsidiaries.

key notes 

• The company owns multiple characters such as care bears etc, and thus these may be expressed within card designs for their companies. 
• Very conscious about the consumers, and care about them greatly.
•  American greetings owns clinton cards, one of the rivals to that of uk greetings. But rather so another aspect of their assets. 
• Being American the company is globally known. 
• Maybe some form of diversity should be expressed. 

Developing a set

Before any individual designs an be made it is important to think of the designs as a set, in order to gather a greater stance upon how the designs will position one another and work effectively as a collective. It is also important to gather the needs of a set, and what allows a set to stand out against that of other designs. 

This digitally printed stationary set explores the same floral pattern placed upon multiple mediums in order to express a design in which feels highly consistent, and appears strongly as a collective. The designs differ slightly from the original pattern, allowing for a strong, varied approach. 

Although each design does not express a symmetrical pattern, colour schemes are consistent throughout, with variations of colours appearing more prominent in certain designs rather than others. From this it is fair to suggest that colour and type often appear far more important within a collective rather than pattern, this may be extensively explored when developing the final product. 

A consistent theme of colour has been used within this design in order to link all the products, allowing them to appear consistent. A theme has been used throughout that subtly ties all products. The envelopes rim include the colour, in turn allowing further contextuality. This would also be important when on the shelf.  

A geometric style alongside hearts have allowed for consistency to be exhibited throughout. The box in which contains the products ties the designs together, allowing them to appear as an effective set.  Individual ties have been used in order to express separate elements of the set, these may also be applied to the final design.  

A geometric style has been used unsuccessfully within this design as the large book appears to not be part of the set. A way of resolving this problem would have been to add the same colour scheme to the book. 

Box's have again been used within these instances in order to express a set in which feels consistent. Key colors have been used alongside patterns in order to express a consistent style. Simplistic designs are expressed in order to ensure the design does not appear overwhelming. 

What i've learnt from this exercise:

• Colour is a key factor when developing sets, as this is an easy way in which to link all products.
• Products generally only express 3 colours, as more than this would be highly complicated. 
• Patterns are important but no essential
• boxes are a good way in which to store sets and may make my final design even more impressive to the judges
• If the colour scheme isn't consistent with one product it appears left out 

Restrictions of the brief

When initially thinking about the brief, very little consideration has been taken into the production of the products. This is an area in which I believe to to be limiting, as myself as a designer has been thinking purely about the aesthetic of the product rather than the physical final products in which will be sent of to the YCN judges.

I propose that the products will be expressed as individual variables, but will exhibit a consistent theme throughout. This include typographical style, colour scheme and general aesthetic.  Other considerations also include that of the environment, ensuring that the product is not harming.

bag-inspiration

Botanical designs are frequently used and highly popular, a banner has been used in order to break the dense pattern and express the company's name.

Designs in which interact with the handles are often highly interesting, and engage the consumer further. This also allows for a minimalist design to appear highly effective. 

Watercolour bursts have been used in order to express separate sized bags, with colour being the key indicators. This may also appear as a collective, with individuals using this as a buying point. 

Classic, block striped and minimal text have been used in order to express a high end product. This is also expressed through the stock used. 

Eye Catching this design appears different to that of others developed. The design somewhat hurts you eyes, a factor in which would stop people from buying such product. 

Physical attributes have been used in this instance in order to make the design appear more interesting. The handles should also be considered, as certain materials may be difficult for the consumer to hold. 

Again physical attributes have been added to the bags designs in order to add a realist element to the designs. This therefore engages the consumers, making them more interested in purchasing the product.

inspiration-notebook

The ways in which the notepad must be formulated, with details being uncovered surrounding the actual build of the notebook, as size details are only specified. 

Perfect bound notebooks have been developed in this instance in order to express professional diaries, and notebooks. Block colours have been used in order to engage the consumer.

Screenprint has again been used in this instance in order to express fine details, and print using metallics. The most effective piece appears to be that on the brown card due to the contrast. 

Pantone notebooks are aesthetically pleasing and would appeal to anyone who is interested in pantone's, ie designers and artists. This also allows for clear sets to be derived. 

Clear sets can be derived through this style, with colour and illustrations following a similar format to one another. 

Again a brown card has been used in order to express an environmental aspect. White has been used in order to create a large contrast. Negative space is used effectively within this piece in order to direct the consumers eyes, in turn making the design appear more interesting. 

Lines have been used in order to develop a simplistic design in which feels to be organic. The imperfect lines express a design in which feels hand crafted, in turn making the design appear personalised.

Pun's are frequently used within design in order to gain the consumers attention through humour.