Nuts and Bolts: Make the Unexpected Work

Creating cards that stand out from the crowd can be challenging.  Especially in a category that is mature and seemingly saturated.  One way is to depart from the typical image or subject matter for a given occasion. This helps add variety for shoppers and serve niches not yet served.  Not all shoppers seek cupcakes and balloons for a birthday or band-aids and stethoscopes for Doctors’ Day.

Designs that depart from the expected and usual are a breath of fresh air!  However the challenge to the artist is to make it work – making a connection between the subject matter and the occasion. This is done with a creative and clever verse and should not be left as an afterthought but as part of the creative process.

The review team will challenge artists to “make it work” – make a connection between image and occasion resulting in cards that offer shoppers appealing alternatives.

Here are some wonderful examples by GCU artists

Read more about how this is applied in the Submission Guidelines, Marketability – Occasion Specific: