Gift Card Programs: Gift Card Design Tips
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by: AlDuggan
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You've decided it's time to take your marketing to the next level and add gift cards to your business -- a wise choice. Now, you are ready for the next step, and choosing the right card design is an important part of the process. Here are some do's and don'ts and common mistakes people make when designing their gift cards.
A Custom Card or a Standard Card?
After you have teamed up with a gift card provider to help launch your program, you will discuss various design options. One of the questions will be whether you want a custom card design or whether you can utilize a standard design. Custom cards help marry your existing marketing initiatives and branding as completely as possible.
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.
There are many unique printing features you can do with standard cards, such as adding clear card stocks, using metallic ink, or even some die cuts. Personalization is limited with a standard card. The amount of text you can use, the color choices on overprinted text, and the number of standardized designs available are all some of the typical limitations. However, there are many advantages. Standard cards don't usually cost as much since the card supplier has large quantities in stock. Standard cards also have the advantage of speed to market since the turnaround time is days instead of weeks.
Creative 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.
Here are some tips regarding the artwork you supply for your card design:
1. DON'T take the art from your website. These graphics often aren't of high enough resolution to use for printing.
2. DON'T provide graphic images than must be enlarged. This will, again, not give a high enough resolution to the images as they lose quality when enlarged.
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 clutter your design with too much info. It's a very common error that people make, trying to hit every marketing point. Keep the design simple to keep your visual impact high.
6. DO take advantage of your logo. Your logo is a constant branding image that your customers actually expect to see on your various advertising and marketing creative. A gift card or loyalty card is like a pocket-sized billboard for your company. Take advantage of your logo. You want your clients to remember your name.
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.
Whether you choose to go with a standard card with some personalization and want to begin in a week, or whether you want to go for a full-custom package and coordinate all your marketing efforts, there is nothing like receiving that first box of cards and seeing your attractive, glossy gift cards. Once you start making your customers aware that you offer gift cards, you will also love the increased revenues to your business.
About the Author
Al Duggan is an expert in custom gift and loyalty cards and is the VP of Business Development for Valutec Card Solutions, LLC, a Metavante (NYSE:MV) company, the country's largest provider of gift card programs to small to mid-sized businesses.
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