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FOCUS ON…WORDS & SENTIMENT
Inset: Shakespeare’s language was more flowery than the most traditional card.
HOW TO SAY…
People have their own unique way of expressing themselves so matching what they want to say to a greeting card has been the challenge for publishers since the genre was invented, and that’s where the words and sentiment category really comes into play, as PG investigates. All greeting cards express some kind of sentiment, it’s when the words are added that the debate starts over whether it’s a traditional or contemporary style. And that often boils down to the length of the verse and whether it rhymes, which tend to head towards the trad side of things. “Is it the poem that’s sold the card, is it the design – or is it simply the need for that specific caption?” asked Jonny Javelin’s MD Jonny Spears. “Undoubtedly, it’s a combination of all three. As a business, although our more contemporary cards with shorter verses do very well, they tend to be outsold by our longer versed ranges, and generally the longevity of the design is increased with the more sentimental verses.”
As Jonny recognises, there’s a market for all kinds of words and sentiments cards. His general view is that: “The shorter punchy comments and the two or four-line verses appeal to the younger market who need to buy a card during their lunch break, and the longer deeper poems are for the grandparents who perhaps have more time to find the perfect card and not just one that’ll do.” Also known for its traditional cards, Words ’N’ Wishes really does live up to its name, with MD Rod Brown pointing out: “Words are still the key component of all sending situations, however, it has to be the right words. “This world views life as a little bit quirkier, a little bit more succinct, with a wry whimsical sentiment. Yet the more mature age groups still lean to a longer verse to reflect their own sentiments.” Picking up on The Henries awards, which include both traditional and contemporary
categories, Rod said he believes they’re aimed at different senders and recipients. Rod sums up the former, invariably with more editorial being for “that consumer that wishes a more meaningful expression of words to evoke how they’re thinking or how they feel about the recipient at a given time, whereas contemporary imagery can be more graphic with only a few words to evoke a particular sentiment, often linked with text-based design – but both styles work for all sending situations”. Carte Blanche’s Wishing Well brand is another where words and sentiment have always been at the heart of its ranges. As marketing executive Natalie Pearce explained: “Whether it's a stunning watercolour scene alongside a beautiful verse or a much more modern eye-catching image with a short snappier phase, all Wishing Well designs have evolved with the world we live in today. “We focus on authenticity, empathy and modern social values to create a strong emotional connection that hits straight to the heart.” As a publishing giant, Hallmark has to cover all the bases, and the publisher’s head of writing, Ruth Turner commented: “Historically, rhyming verse would be seen as more traditional and, perhaps, an older send but Above left: Trad is strong for Jonny Javelin. Far left: A longer verse from Words ’N’ Wishes. Middle left: Traditional style by Wishing Well. Left: Hallmark’s Poeticool mixes trad and contemporary.
PROGRESSIVE GREETINGS WORLDWIDE 43