Assignment 2: Thinking of you- Research


At Hallmark we have a little mantra: leave your mark. To us, a card is never just a card. It should leave a lasting impression and make a memory last. That’s why we’re more than just card makers. We’re craftspeople. Creativity and quality are at the heart of everything we do, so whether we’re making someone roar with laughter or shed a tear of happiness, whatever we do will have our stamp on it. And because of that, we have been voted a UK Superbrand by consumers nationwide, recognising our distinctiveness, quality and reliability.

This specific web page contains ideas to make an envelope special and advice on how to write a message inside a greeting card.

Pop Up Benefit

Unlike a normal card which is kept on displayed for a while then stored or away or chucked in the bin, a pop up card has the potentially to be on display for longer and kept forever. Depending on the idea of the pop up can determine its length of use. Examples like the flower pop up card can be left as a display near the bedside as a reminder of the partners love, and the princess castle pop up card can be used by a child as substitute doll house.

Google research

Google search – Searching “Greeting card” returns and moonpig,com as the top two results. Both sites have a heavy focus on customisation and personalisation and this indicates to me that people like to give and receive something that is unique and has an element of personalisation to it thus making the card special.

Examples of card types.

Research on “life’s other landmarks”

  • First kiss
  • First job
  • First car
  • First house
  • First partner
  • First holiday with friends
  • First child

Not generally found on greeting cards

  • Failed exam
  • Failed driving test
  • Got fired from job
  • Going to prison
  • Pay a fine
  • You are depressed
  • Midlife crisis
  • Need marriage counselling
  • Relive your youth


I found through my research that cards are generally made for a few things.

  • Celebration of an event (Weddings, Birthdays, Christmas, Mother’s Day, etc.)
  • Congratulations/well done (new job, success in something, having a baby, etc.)
  • Saying sorry/showing sympathy (death in family, loss of job, making a mistake, apology, etc.)

Greeting cards share the theme of expressing sentiment and expressing emotions through images and words. Generally the cards are positive and funny and the cards expressing sympathy are not specific to an event unlike the positive cards.

Sadness/depression/mid-life crisis research

Reading a self-help book or joining a support group are also worthwhile. They can help you gain a better understanding about what causes you to feel depressed. Sharing your experiences with others in a similar situation can also be very supportive.

Research on how to combat sadness/stress.

Use humour and enjoy yourself

Try to see the funny side of situations and you’ll often be able to cope better. Jokes have a way of making worries seem less important.

Doing things that you enjoy is also good for your emotional wellbeing. Simple activities like watching sports with a friend, having a soak in the bath, or meeting up with friends for coffee can all improve your day.

Tell yourself something positive instead, such as: “You’re a bright person, you’ll get the next job”.

Talk and share

Communication is important, whether it’s with a friend, family member or counsellor.

Talking things through helps you to release tension, rather than keeping it inside. It helps strengthen your relationships and connect with people.

My design

I intend to focus on making cards which fall into the sympathy (“sorry for your loss, sorry to hear, etc.”) group but making it specific to certain events which can happen to us all. Using the research, I will design the cards with humour or motivation to help combat sadness. Also, my research shows that talking and sharing is important to release tension and sending a card is an excellent way to connect with someone and is more personal than a text or social network message.  Normally cards from the sympathy group are very sombre, bland, and not specific to a situation which I believe does not help the situation and creates a disconnect to the gesture of giving a card. I will make my cards positive and funny to mirror the positive celebration cards out there in the market.


After conducting some market research and asking my colleagues at work what card would they like to give for an occasion that’s not currently catered for and they all answered for positive moments in their lives to be signified with a greeting card. They did not like the idea of having bad moments in their life illustrated with a card design so I will scrap my initial idea of creating sympathy specific cards. I will take this knowledge and create cards highlighting positive moments in somebody’s life that isn’t currently catered for.


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