Gift Card Programs: Gift Card Design Tips
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've chosen a card supplier, one of the first things they will want to discuss with you is your card design and whether you want to go with a custom design or a standard design. Custom cards are just that — they are unique to your company. They pull together your identity (your logo and artwork) to maintain your branding.
Standard cards are designs offered by your supplier that are already produced. Standard cards do not have to be bland in their design - many vendors offer a wide range of standard card designs that accommodate a number of specific vertical markets or categories of business. Standard cards can often be personalized with the merchant's business name, their phone number or website address - even their logo (usually in one 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.
There are many unique printing features you can do with standard cards, such as adding clear card stocks, using metallic ink, or even some die cuts. Personalization is limited with a standard card. The amount of text you can use, the color choices on overprinted text, and the number of standardized designs available are all some of the typical limitations. However, there are many advantages. Standard cards don't usually cost as much since the card supplier has large quantities in stock. Standard cards also have the advantage of speed to market since the turnaround time is days instead of weeks.
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.
Here are some good ideas of things to do and not do when going through this design process:
DON'T use artwork from the Internet. Graphics that are used on the web are not of adequate resolution (graphic clarity for lack of a better term) for print use.
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.
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.
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.
DON'T make your design too busy. This is probably the most common mistake made in the design process. Putting too much information into a small area minimizes the impact the card has visually. It looks cluttered and loses its message.
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.
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.
Whether you opt for a personalized standard card you can begin to sell to customers next week or a custom-designed card/hanger combination that will coordinate with your other marketing materials, there is nothing quite like opening up that box and seeing your colorful gift cards for the first time. Whatever you choose in terms of design, be sure to make your customers aware that you offer gift cards as soon as they arrive at your door. Soon you'll enjoy additional revenues and new visitors to your business.