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.
Standard or Custom Designs?
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 designs, on the other hand, are ready-made designs that your gift card supplier has in stock. Many gift card providers have designs that cater to specific categories of business. Therefore, they do not have to be bland. These standard designs also can be personalized by adding your business name, website and telephone numbers and even a logo (but usually in a single color).
The question is deciding which option is the best for your business? There are a few items you need to take into consideration before you can make that decision. Let's take a look at some of the pro's and con's of each option. Custom cards are the choice of large retailers since they are specifically designed to maintain their branding. They are attractive cards, which can increase impulse buys if promoted well at the point of purchase. Custom cards also give opportunity for uniquely shaped designs, including special die-cuts (cards in unique shapes) and even some advanced features such as cards that will play music or have additional digital info. The downside to some of this is that these cards will cost a bit more and are not as quickly produced.
For standard card designs, you can still get some special printing options such as unique die cuts, clear card stocks, and metallic inks. There will be, however, some constraints on how much the card design can be personalized. The overprint type will have some color limitations. The amount of text you can use may be more limited. And the range of standard designs is also limited. On the other hand, there are many advantages because of this. Your cost will often be lower since the supplier has pre-printed the basic designs. You also will get your cards much faster -- days instead of the weeks it takes for custom cards.
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.
Some additional Do's and Don'ts for providing you artwork:
1. DON'T try to use the images right off your website. These are often not of high enough quality and resolution for card printing.
2. DON'T supply images that will need to be enlarged. That, in effect, also reduces the resolution and your images will appear fuzzy or out of focus.
3. DON'T utilize images that have been commercially printed. These images usually have "dots" that comprise the printed areas. When you reprint these images, they often develop a "moire" pattern that makes for low quality.
4. DO try and use original computer files from which you have printed other pieces. These original files will be perfectly clear and will allow the designer to more quickly and effectively create a quality 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 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. - 15254
Standard or Custom Designs?
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 designs, on the other hand, are ready-made designs that your gift card supplier has in stock. Many gift card providers have designs that cater to specific categories of business. Therefore, they do not have to be bland. These standard designs also can be personalized by adding your business name, website and telephone numbers and even a logo (but usually in a single color).
The question is deciding which option is the best for your business? There are a few items you need to take into consideration before you can make that decision. Let's take a look at some of the pro's and con's of each option. Custom cards are the choice of large retailers since they are specifically designed to maintain their branding. They are attractive cards, which can increase impulse buys if promoted well at the point of purchase. Custom cards also give opportunity for uniquely shaped designs, including special die-cuts (cards in unique shapes) and even some advanced features such as cards that will play music or have additional digital info. The downside to some of this is that these cards will cost a bit more and are not as quickly produced.
For standard card designs, you can still get some special printing options such as unique die cuts, clear card stocks, and metallic inks. There will be, however, some constraints on how much the card design can be personalized. The overprint type will have some color limitations. The amount of text you can use may be more limited. And the range of standard designs is also limited. On the other hand, there are many advantages because of this. Your cost will often be lower since the supplier has pre-printed the basic designs. You also will get your cards much faster -- days instead of the weeks it takes for custom cards.
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.
Some additional Do's and Don'ts for providing you artwork:
1. DON'T try to use the images right off your website. These are often not of high enough quality and resolution for card printing.
2. DON'T supply images that will need to be enlarged. That, in effect, also reduces the resolution and your images will appear fuzzy or out of focus.
3. DON'T utilize images that have been commercially printed. These images usually have "dots" that comprise the printed areas. When you reprint these images, they often develop a "moire" pattern that makes for low quality.
4. DO try and use original computer files from which you have printed other pieces. These original files will be perfectly clear and will allow the designer to more quickly and effectively create a quality 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 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. - 15254
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.
