48-49_51_Books.qxp_Grid 06/03/2025 15:37 Page 1
DESIGNS ON…BOOKISH TREND
JUST BOOK IT! Anyone who’s ever had to cobble together a child’s dream outfit at the last minute for World Book Day on the first Thursday in March every year knows the importance of stories and reading so it’s not surprising books are an ongoing trend in greeting cards too. PG turns the pages on the book-related design trend. Books are a great theme for card designs because they can be used to set the scene, fill in the background, or come to the fore as more people are realising how much they love a good book. As licensing agent and trends forecaster Hannah Curtis, of Creative Sparrow, recently explained: “Reacting to the rise of AI we naturally feel the desire to learn, to read and be imparted with knowledge. The bookshelf depicts the need to appreciate the act of collecting things, of surrounding yourself with cherished possessions that nourish the soul. Piles of books with thoughtful titles, book cover-style designs and the act of reading all make lovely images for greeting cards.” The Art File and Two For Joy Illustration are just two publishers who have done just that with their respective Storybook and
Chapter and Verse The print book market has bounced back in recent years, especially after the reading surge that happened during the Covid lockdowns. In 2023, the UK print book market was 10% higher than in 2019, while the e-book market faced challenges, with sales down by 2.9% over the same period. Overall, the UK book market was worth an impressive £6.3billion in 2023. Independent bookshops have made a notable comeback from 868 in 2017, the numbers have increased to 1,052 in 2024, against the backdrop of challenges for UK High Streets. (Source: Allsorted)
Top: Books can take you out of this world. Above: The Art File’s Ged Mace and the Louiesnominated design.
Bookish ranges, different takes on the theme of a card that looks like a book. Embellished with gold foil and embossing, the die-cut designs of Storybook have been incredibly successful for The Art File, with
its festive range winning the Best Christmas Counter Range in The Henries 2024, and the main collection is a Cards, Wraps & Stationery finalist in Gift Of The Year 2025 awards, while the Chapter Around The Sun design has just made the Birthday General $5.50 & Below shortlist for the US GCA’s Louie Awards 2025. Two For Joy’s founder Louise Richardson has spent two years developing her Bookish
Between The Covers… revelations of current page turners for publishers. Mark Williams and Ben Hickman, Brainbox Candy co-owners Currently reading: Mark: “I have about 20 books by my bed that I haven’t read yet. I haven’t read seriously for years.” Ben: “Bob Mortimer’s latest book Hotel Avocado, it’s a crime novel and very good.” Favourite book: Mark: “The Creative Act by Rick Rubin, it’s an amazing book. He used to be The Beastie Boys’ producer and it’s about creativity and where it comes from, and how to explain it.” Ben: “There are too many 48 PROGRESSIVE GREETINGS WORLDWIDE
– I really loved Metamorphosis by Franz Kafka, it makes me sing! It’s one of those high-brow books that I had to read in uni but I genuinely loved it. Another book that’s great is Dear Boy: The Life Of Keith Moon by Tony Fletcher. It’s hysterical because of all the things he gets up to, and sad, making you think, and is a real page turner.” Yvonne Clarkson, Heyyy Cards coowner Currently reading: “As if I have time to read! I do love crime though so have Lee Childs’ latest Jack Reacher on the go.” Favourite book: “Winnie The Pooh. I’ve got the bound hardback version that was given to me as a
child, but I think it’s great because if you have a bad day Pooh always says something to Piglet and it’s always lovely. There’s so much in there.” Liz and Andrew Marten, English Graphics’ co-owners Currently reading: Andrew: “The Wager by David Grann, about shipwreck, mutiny and murder, it’s fantastic, and it’s from a true story – it’s brilliant.” Liz: “I’m just about to start reading one of my book club books, The Wedding People, and another book club one is Tomorrow Tomorrow.” Favourite book: Liz: “I’ve read so many books I can’t begin to think of them, but I have just read The Rose