Now that you've made the wise decision to incorporate gift and/or loyalty marketing into your business, you've got a number of decisions to make. One of the first - and most critical - is the decision regarding the card you will offer to your customers. In this article, we'll examine your options and explore some common design and artwork mistakes and what you can do to avoid them.
A Custom Card or a Standard Card?
Once you've decided on a supplier, they will discuss card options with you. There are two ways you can go here - custom or standard. Custom cards are unique to every business. Custom cards incorporate the business' identity in terms of using their logo and artwork that reflects the business' look and feel.
Standard cards are designs offered by your supplier that are already produced. Standard cards do not have to be bland in their design - many vendors offer a wide range of standard card designs that accommodate a number of specific vertical markets or categories of business. Standard cards can often be personalized with the merchant's business name, their phone number or website address - even their logo (usually in one color).
So which is right for your business? There are some things to consider before making your choice. Custom cards have many advantages - they look more like the cards offered by "big box" retailers because they are designed specifically for the business using them. They usually have more eye appeal, which can result in more impulse purchases if displayed properly to the consumer. Custom cards allow the merchant to consider unique design options like specialty die-cutting (unusually shaped cards), distinctive materials (foils, metallic inks and specialty card stocks) and even some trendy ideas like cards that play music or contain digital information. Disadvantages? Custom cards usually cost more to produce and they take longer to make.
Standard cards can also utilize unique printing features like metallic inks, clear card stocks and die cuts. However there are limitations as to how much a standard card can be personalized. You may be limited in terms of how many characters of text you can use. There are usually only certain color options for the overprinted type. And the number of standard card designs available is a limitation. But there are advantages to standard cards as well. Standard cards are usually less expensive for most businesses because the vendor has printed a large quantity of each design. Standard cards can be personalized and shipped in a matter of days instead of the several weeks it takes to design and produce custom designs.
Artwork Considerations
With standard cards, the task is pretty simple -- pick a design and choose how you will personalize it for your business. With a custom design, however, you have some additional decisions. Likely, you'll work with either your existing agency -- if you have one - to create your card design, or you'll work with your supplier. Many gift card companies have their own in-house design departments. Regardless of whom you work with to create your design, you'll need to give them some direction. In many cases, this means supplying artwork so they can base your card design on something that you already use in your business - for example - your original menu art if you're a restaurant. You can also submit the files used to create a brochure or advertisement for your business. This will enable a designer to create your card design so it fits into the rest of your marketing initiatives.
Some additional Do's and Don'ts for providing you artwork:
1. DON'T use artwork from the Internet. Graphics that are used on the web are not of adequate resolution (graphic clarity for lack of a better term) for print use.
2. DON'T provide graphic images that need to be enlarged from their existing size. This lowers the quality. As you make the image bigger, the resolution gradually decreases.
3. DON'T use images that have already been printed. Any artwork that has been printed commercially has likely been converted into a series of microscopic "dots" that make up the printed image. This works well the first time the image is printed but when the same process is repeated on a previously printed image, the result is an image that has what is termed a "moir" pattern and the artwork will not print satisfactorily.
4. DO send original files that you have on your computer -- the kinds of files you send out to get printed. These files will usually be clear and of high quality, and they are perfect for a designer to create a quality integration into your card's design.
5. DON'T make your design too busy. This is probably the most common mistake made in the design process. Putting too much information into a small area minimizes the impact the card has visually. It looks cluttered and loses its message.
6. DO utilize your logo. Carry your branding through to your design. Your logo is recognizable to your customers, and your gift card acts as a small billboard. Take advantage of your logo.
7. DO look into using custom merchandising vehicles. By coordinating your package (which might include a custom card on a custom card hanger or card carrier) you help increase your perceived value...and that helps improve sales.
There is nothing like opening that first box of gift cards and seeing your colorful designs ready for selling. Whether you go with a full-custom design or with a standardized card (so that you can start selling in a week), get started soon. Start pulling in those additional revenues and promoting your gift cards as soon as your customers arrive at your door. - 15433
A Custom Card or a Standard Card?
Once you've decided on a supplier, they will discuss card options with you. There are two ways you can go here - custom or standard. Custom cards are unique to every business. Custom cards incorporate the business' identity in terms of using their logo and artwork that reflects the business' look and feel.
Standard cards are designs offered by your supplier that are already produced. Standard cards do not have to be bland in their design - many vendors offer a wide range of standard card designs that accommodate a number of specific vertical markets or categories of business. Standard cards can often be personalized with the merchant's business name, their phone number or website address - even their logo (usually in one color).
So which is right for your business? There are some things to consider before making your choice. Custom cards have many advantages - they look more like the cards offered by "big box" retailers because they are designed specifically for the business using them. They usually have more eye appeal, which can result in more impulse purchases if displayed properly to the consumer. Custom cards allow the merchant to consider unique design options like specialty die-cutting (unusually shaped cards), distinctive materials (foils, metallic inks and specialty card stocks) and even some trendy ideas like cards that play music or contain digital information. Disadvantages? Custom cards usually cost more to produce and they take longer to make.
Standard cards can also utilize unique printing features like metallic inks, clear card stocks and die cuts. However there are limitations as to how much a standard card can be personalized. You may be limited in terms of how many characters of text you can use. There are usually only certain color options for the overprinted type. And the number of standard card designs available is a limitation. But there are advantages to standard cards as well. Standard cards are usually less expensive for most businesses because the vendor has printed a large quantity of each design. Standard cards can be personalized and shipped in a matter of days instead of the several weeks it takes to design and produce custom designs.
Artwork Considerations
With standard cards, the task is pretty simple -- pick a design and choose how you will personalize it for your business. With a custom design, however, you have some additional decisions. Likely, you'll work with either your existing agency -- if you have one - to create your card design, or you'll work with your supplier. Many gift card companies have their own in-house design departments. Regardless of whom you work with to create your design, you'll need to give them some direction. In many cases, this means supplying artwork so they can base your card design on something that you already use in your business - for example - your original menu art if you're a restaurant. You can also submit the files used to create a brochure or advertisement for your business. This will enable a designer to create your card design so it fits into the rest of your marketing initiatives.
Some additional Do's and Don'ts for providing you artwork:
1. DON'T use artwork from the Internet. Graphics that are used on the web are not of adequate resolution (graphic clarity for lack of a better term) for print use.
2. DON'T provide graphic images that need to be enlarged from their existing size. This lowers the quality. As you make the image bigger, the resolution gradually decreases.
3. DON'T use images that have already been printed. Any artwork that has been printed commercially has likely been converted into a series of microscopic "dots" that make up the printed image. This works well the first time the image is printed but when the same process is repeated on a previously printed image, the result is an image that has what is termed a "moir" pattern and the artwork will not print satisfactorily.
4. DO send original files that you have on your computer -- the kinds of files you send out to get printed. These files will usually be clear and of high quality, and they are perfect for a designer to create a quality integration into your card's design.
5. DON'T make your design too busy. This is probably the most common mistake made in the design process. Putting too much information into a small area minimizes the impact the card has visually. It looks cluttered and loses its message.
6. DO utilize your logo. Carry your branding through to your design. Your logo is recognizable to your customers, and your gift card acts as a small billboard. Take advantage of your logo.
7. DO look into using custom merchandising vehicles. By coordinating your package (which might include a custom card on a custom card hanger or card carrier) you help increase your perceived value...and that helps improve sales.
There is nothing like opening that first box of gift cards and seeing your colorful designs ready for selling. Whether you go with a full-custom design or with a standardized card (so that you can start selling in a week), get started soon. Start pulling in those additional revenues and promoting your gift cards as soon as your customers arrive at your door. - 15433
About the Author:
Al Duggan specializes in custom gift and loyalty cards and is the VP of Business Development for Valutec Card Solutions, LLC, a Metavante (NYSE:MV) company, the nation's largest provider of gift card programs to small to mid-sized businesses.
