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Nuts and Bolts: The Devil’s in the Details, Part II

January 29, 2013
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A while back, I made a post showing how the tiniest visual detail can make or break a card design. Now I’m going to talk about the inside verse.

As most card designers know, shoppers are attracted by the image on the front of the card, but buy it because of the inside verse. It’s true. How many times have you seen people standing at a card rack, pulling out cards, looking inside, and putting them back? How many times have you done that yourself, looking for the perfect expression of your feelings?

Even a small tweak of a verse can make a very big difference. Here’s an example: The design is by artist Janice Matson.

When she originally submitted the card to GCU, the inner verse read: “Hope your day is filled with your favorite things!”

The reviewer made a suggestion: “The expression on this little guys face begs an inside verse that matches as he looks a little surprised. If you’d like to work on a creative verse and resubmit we are happy to rereview.”

The end result: “You didn’t think I’d remember, did you? Hope your day is filled with your favorite things!”

The modified verse has more appeal to shoppers looking for that special card. Keep in mind while you’re designing your latest masterpiece – don’t automatically reach for a generic verse. Be creative. Think about what message shoppers might look for and put your imagination to work.

You don’t have to use rhymed, metered verse. That’s a myth. Today’s shoppers are looking for messages from the heart. To learn more, check out a previous Nuts and Bolts post about inside verse.

We’ve seen it ourselves in sales figures – customers love to buy cards expressing a special sentiments.

5 Comments leave one →
  1. Mindy Rosso permalink
    January 29, 2013 9:29 pm

    Thank you!

    M.

  2. January 29, 2013 9:50 pm

    Great job by Janice coming up with a creative verse that makes the image work!

  3. January 30, 2013 11:24 am

    good example, the creative verse goes perfectly well with the front of card!

  4. January 31, 2013 8:41 am

    Love that inner verse. Just curious – why does it look like the inside of the card is black?

  5. January 31, 2013 11:10 am

    That’s just the way it looks in the 3D preview. The card’s inside is actually white.

    Corrie

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