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Great Greeting™ Trends
Preferences shared by the respondents of our 12th Annual Great Greeting™ Survey were classic. We have collected the "best of the best" comments to illustrate the 10 themes that resonated most strongly this year.
1. Make it Tactile
There continues to be an attraction to textured and embellished greetings that are 3D or have a made-by-hand look. Our research over many years and recent attendance at the National Stationery Show reveal that even commercially available greetings reflect these features.
Our colleagues at The Works Design created texture with understated embossing to express their heartfelt holiday message using type only – perfectly in line with their firm’s brand.
"3D greetings draw my attention beyond others, as well as greetings with interesting textures." Kim
"The greeting that attracted my attention most this year featured a three dimensional dove covered in silver sparkles with the word "Joy" beneath it. It was simple, elegant and contained a sentiment that resonated with me." Mary
"A friend made a simple, hand-illustrated card with a collage-like feel to it." John
"Handmade, cut-outs, pop-ups, and glitter." Anonymous
2. Use Photos
Recipients love photos!
Our colleagues at Matthew Plexman Photography took it to the next level with their humorous retro-themed greeting, using photos, yearbook style doodles and personalized messages from each team member. This piece truly showcased their ability to create a full-production photo shoot and their engaging sense of humour!
"My favourite was a card with a personal note in handwriting, containing an annual update letter, photos and sprinkles! Kept the letter, discarded the card, swore at the sprinkles!" Ann
"It was a collection of family photos all very natural and fun, like having a visit!" Lois
3. Make it Humorous
Humour is popular in greetings, but it can be so tricky to create humour with broad appeal for a corporate greeting.
Our friends at Moveable Inc. struck just the right note with their folksy understated holiday greeting topped off with a clever, cheeky message – capturing the perfect tone for their brand!
"...one about a fat cat who denied eating the turkey!" Heather
"...It's a nice break from the daily work routine to come across something funny, smart and engaging." Ted
4. Change the Size and Shape
Unusual shapes and sizes grabbed your attention again this year!
"I loved everything about my favourite – its unique die-cut detail, the beautiful background image, even the shape was eye catching. It was the only square card and it stood out from over 30 that I received." Jessica
"This year cards were much smaller in size, approximately 4" with lots of glitter!" Catherine
5. Combine Tradition and New Media
Our pals at Moveable have a wonderful history of combining exceptional print and online services and this is extended into their annual holiday campaign. The heart-warming charm of their greeting card is amplified by including a URL to the whole story online. Check it out!
"I like cards that engage or tell a story. Custom cards are the best." Adrian
"Comical and timely email early followed by a snail-mail personal greeting." Susan
6. Make it Multi-Functional
Several people noted that they enjoy greetings that can be kept and used as ornaments or holiday décor, extending a firm’s brand impact year after year.
"The one that continues to attract my attention is one from previous years. It is an intricate 'origami-like' Christmas decoration from Impagination that I place on my Christmas tree every year, as it is so cool. People always notice it and ask about it."
Nancy
"I enjoyed a 3D card I received that could be used as a tree ornament."
Patty
7. Add Personalization
One of the advantages of handmade greetings is the ability to personalize them for the recipient with a handwritten personal message or image.
"My favourite wrote my name in sand on a printed picture of a beach!"
Oren
8. Embellish the Packaging
We loved seeing the various embellishments used to dress up envelopes and create anticipation of what’s inside – stickers, personalized stamps, slogans and wax seals were all favourites!
"The Impagination greeting with matching postage stamp was fantastic!" Laura
9. Captivate with Video
We love that Western University’s President sent a wonderfully charming electronic greeting that truly captures and shares the tactile sensations associated with the holiday season. Check it out!
10. Embrace Social Media
Youthful and contemporary greetings have adopted social media conventions, like these candy hearts or smart phones adorned with ultra-brief Valentine text sentiments, e.g. UR SWEET, LOL, BFF, I (heart) U or :).
Showing appreciation to clients is always in-style, anytime of the year. It allows you to extend your brand and reinforce your values with your clients. Consider how to incorporate these trends into your campaigns. In our experience, a truly branded and customized campaign plan starts six months before deployment and will garner recognition and appreciation from your clients for years to come! So don’t make it at the last minute – make the impact last!
© 2014 Impagination Inc.
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