Earlier than I labored at Hallmark, I’d by no means purchased a Valentine’s Day card. I actually by no means anticipated to be the one making them. The primary time I used to be assigned Valentine’s Day as an editor, I’ll admit, I wasn’t all that enthused. It wasn’t my favourite vacation, and at first look, it didn’t really feel all that attention-grabbing. Think about my shock, then, when it rapidly turned considered one of my favourite events to work on.
Digging deep into each sort of relationship
Valentine’s Day offers a chance to dig into and actually perceive people in a manner only a few holidays do. My job was to make it possible for we had messages for each sort of relationship—the idealized Hallmark film kind, certain, but additionally the messy “actual” {couples} who’re simply making an attempt to determine this life factor collectively.
The correct Valentine’s Day card says simply sufficient. It helps strengthen a relationship, affords a method to reconnect and exhibits how properly your favourite particular person. It would really feel like an over-the-top, ultra-mushy card is one of the best ways to make an impression, however often, that’s not the case.
What I’ve found through the years is that the key to modifying greeting playing cards is identical as the key to purchasing them: Goal for a message that’s significant whereas nonetheless being genuine to the fact of the connection. I can say from expertise that it’s a heck of a tightrope to stroll, however once you get it proper, it’s the most effective feeling on this planet.
Studying concerning the shopper
One in every of my favourite elements of greeting card creation is studying concerning the shopper. Positive, this usually means sorting by statistics and analysis, however nothing beats studying from observing people themselves.
Through the years, I’ve discovered that scrolling by social media is among the greatest methods to learn the way individuals discuss concerning the ones they love. True, you don’t get anybody’s ugliest moments from social media posts, however you don’t have to. Nobody desires to place their worst moments of their greeting playing cards, and even playing cards that spotlight real-life issues don’t concentrate on fights or disagreements. Finally, a card is a method to carry individuals collectively. Watching how individuals characterize their very own relationships on-line is a good way to push previous drained greeting card platitudes and concentrate on the language and phrases actual individuals use.
This train additionally helped me determine developments and patterns amongst completely different posts. As an illustration, one yr, our group had a sizzling debate about whether or not “hubby” and “wifey” have been phrases that folks actually used (except for as a joke on merchandise like pillows). Digging into social media posts was a good way to see who was utilizing these phrases of endearment and whether or not they need to be added to a few of our playing cards.
Again once I labored at Hallmark, I usually participated in market excursions, the place we went to the shops and noticed the consumers themselves. These alternatives gave us an opportunity to see which playing cards buyers picked up, which they put again and which they finally determined to purchase.
It takes a village to make a card
Even now, I’m amazed at simply how many individuals could also be concerned within the making of a single greeting card. At Hallmark, each card we created was a labor of affection from writers, visible companions and paper engineers. Every was a mixture of artwork and science—strategically created, however all the time with an immense quantity of coronary heart.
As an editor, my job was to work with my visible companions to create a complete bundle of what the long run card could possibly be. Generally we began with instructions as particular as a lettering-focused card that talks concerning the ups and downs of a nonidealized relationship. Different instances the content material of the cardboard was way more open-ended, and the immediate provided a method to depict a pair with out limiting the race or gender of the sender and recipient. Generally, there was no preliminary objective for the spot in any respect, and it was our job to determine what the road was lacking.
The key to purchasing the right Valentine’s Day card
Each card out there may be meant to work for an entire lot of individuals—in any other case, the businesses wouldn’t make any cash. Even so, greeting card ought to really feel as if it was written only for you and your relationship.
For those who’re seeking to up your recreation and discover that good match, listed below are some locations to begin:
Store early
Don’t be one of many individuals crowded within the greeting card aisle on Feb. 14, digging by the dredges. The playing cards come out as quickly as Christmas comes down, which provides you a stable month and a half to seek out one you love. For much more flexibility, you may store on-line, the place many corporations hold the varied vacation playing cards reside all yr.
Don’t restrict your self to Valentine’s Day playing cards
Notably for romantic playing cards, you may usually discover the right card within the anniversary or love part of a retailer or web site. You may all the time add a “Completely satisfied Valentine’s Day” to a love card for those who really need the vacation to be referred to as out.
Search for icons and phrases that make you consider your relationship
Perhaps you like to camp collectively or do puzzles whilst you watch your favourite present. Perhaps you’re keen on little bit of humor. Issues that remind you of your relationship could make a card really feel particularly private with out having to get too sentimental.
Decide the phrases based mostly on how a lot you wish to write
For those who desire to jot down your individual message, it’s nice to decide on a card that’s clean or has fewer phrases on it. Nevertheless, for those who really feel caught simply, discovering one which already says simply the proper factor generally is a large reduction. Keep in mind that the phrases are private since you selected them, even for those who didn’t write them your self. They nonetheless imply simply as a lot.
Learn the cardboard
This feels prefer it must be self-explanatory, however individuals get right into a rush and assume any card will work. They’re mistaken. As an illustration, as soon as a Hallmarker’s husband gave them a card all about what an awesome household they’d raised collectively. It was touching and candy and lengthy, however there was one large downside—they didn’t have any children. Keep away from this awkwardness and be sure you know what you’re shopping for.
Store from the guts (not the value tag)
Regardless of what card corporations will attempt to inform you, a costlier card is not going to essentially imply a couple of from the greenback retailer. A generic coronary heart lined in fancy glitter might have price you $10, but when the message or artwork on the $1 card speaks to your relationship extra, it’s the one they’ll love most. (Plus, many decrease priced playing cards are created by the identical corporations because the costly ones, so that you’re more likely to discover high-quality messages and exquisite illustrations, simply with out the bells and whistles.)
Discover past the apparent locations
Although I’ve been utilizing examples of playing cards I made whereas at Hallmark, it’s vital to do not forget that Hallmark and American Greetings aren’t the one choices on the market. As an illustration, Lovepop has intricate pop-up playing cards, Em and Pals and Considerate Human are identified for his or her distinctive voices and Paper Supply has some nice, merely said choices. Testing bookstores and card retailers close to you can also be a good way to discover a good match, as many have playing cards by native artists.
Photograph by ORION PRODUCTION/Shutterstock
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