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Words & Sentiments - The Henries Finalists 2017
AnEclipse Of TheHeart Touching the heart with the expression of words on their card collections, some of this year’s Henries’ finalists in both of the Best Words & Sentiments Ranges - Traditional and Contemporary - share their thoughts on current developments and trends within the words and sentiments market and what makes their heart swell with emotion. Every Picture from Icon – finalist in the Best Contemporary Words & Sentiments Range Kate Jamieson, creative manager for Icon: Evolvements: “I have definitely noticed a growing trend for the wittier, more succinct and pithy words on cards. Stylistically, there are a lot of hand-drawn designs and the bold, geometric designs using neons and foils are still very eyecatching and easy to send. I think many more people are Above: Every Picture from Icon combines uplifting quotes with simple photography. sending cards to loved ones for a ‘Thinking of You’ scenario as a token of support. A carefully chosen card for someone who is going through tough times can speak volumes and will always be hugely appreciated by the recipient and thus it’s a simple and affordable way of sending positive thoughts of friendship and love.” Heart & soul: “I tend to well-up when I see people being genuinely nice to each other, especially to older people, for instance if a small child does something cute with a grandparent. Reading cards from small children is always hilarious and heart-warming at the same time. My daughter always signs off her cards with a very British ‘All the best!’, even in her cards to me!”
Everlasting from The Handcrafted Card Company finalist in the Best Traditional Words & Sentiments Range Alison Skingsley, designer for The Handcrafted Card Company: Evolvements: “‘So Sorry to hear of the loss of someone so loved’ has been a popular design within the range, as it shows the sender has genuine empathy for the recipient of the card and the sadness they are experiencing.
Below: The Handcrafted Card Company’s sympathy designs offer solace as well as condolences – a design from its Everlasting range.
The tone of sentimental words definitely seem lighter and more evocative within the current marketplace. ‘With sympathy’ will always be perfect for many, but popular phrases for us such as ‘Seashells remind us that every passing life leaves something beautiful behind’ show that people want to offer solace as well as condolences. Handwritten fonts are perfect as they are intimate and express sentiments in the style of a handwritten note. And colour is important - the trend for watercolour has allowed publishers to bring in subtle and beautiful colour.” Heart & soul: “‘You need a Happy Hat’ claimed my daughter when she was little when any sad occasion merited the immediate drawing of a ‘happy hat’. She still does this even though she’s 23!”
Heart Story and Made With Love for Tesco from Hallmark - finalist in the Best Traditional Words & Sentiments Range Ruth Turner-Blood, senior editorial manager for Hallmark: Evolvements: “There’s so much instability in the world right now and it’s driving people to focus more on what they value most in life – their friends and family. Everyone has their personal preference when it comes to the perfect sentiment. Many people still love lengthy traditional rhyming verse, whilst others want something a little more succinct and contemporary in style. Underneath it all though is a desire to make an emotional connection through the words they’ve chosen. Of course, social media has Above: Along with its Made With Love for Tesco range, also had an effect on how people Hallmark’s Heart Story range shows longer sentiment communicate and use language, combined with a more contemporary look can work equally as well. but as long as our words are relevant, and say what someone maybe can’t express themselves, then they’re sure to be a success.” Heart & soul: “We recently asked our editors and designers to write down their most-loved quotes and words of wisdom. Our favourite, by author Libba Bray, perfectly sums up what our writers and editors aspire to do every day: ‘Write like you mean it – and it will.’” PROGRESSIVE GREETINGS WORLDWIDE
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