Invitation Trends:
Color and Photos
Cards aren't stuffed inside dresser drawers anymore. More and more, they are a work of art that tells a story and becomes a family keepsake. The card you choose to mark a birthday, birth, anniversary or other special event is more likely to become part of a treasured scrapbook or be placed in a decorative box designed to keep memories safe.
"We can document a generation by the colors and kinds of cards the people give," says Kerri Brimmer, co-owner of Naptime Productions, which creates custom cards. "Today, the focus is on very personal statements of families and the events in their lives."
According to the Greeting Card Association, Americans are looking for cards with embellishments, intricate designs, and features like ribbons and beads. Photography on cards is one of the strongest trends and it's being used for more and more occasions, including birthdays, anniversaries, and graduations.
"Photographs personalize the card and create what often becomes lasting artwork," says Brimmer.
"We're seeing a desire for more vintage and retro looks and design elements," adds Brimmer. Naptime, which recently launched its Studio Design cards featuring such elements, finds customers like a look that blends a number of timeframes and milestones into a keepsake card. An anniversary invitation, for example, might feature photos of a couple from their wedding and a current snapshot. Cards that feature favorite memories from times past, like little boys' cowboy boots, pink poodles, or summer barbecues are also in demand.
Americans are choosing bolder and brighter colors for specialized cards. According to the Color Marketing Group, the hottest colors for 2006 include shades such as "Rubino," a raspberry hue, and "Aqueous," a blend of blue and green inspired by ocean hues and spa influences. Naptime Productions has had a tremendous response to the new colors in their Studio design: azalea, marine, sky and rose.
Chocolate brown and shades of bronze, according to some industry experts, are the new "blue," one of America's longtime favorite colors. "Brown is and exciting color that can be blended with pinks or blues to create great vintage looks," says Brimmer.
Along with color come the details. . . spots and stripes are particularly popular among consumers this year, especially paired with bright colors.
Not only are Americans looking for cards that say "keepsake," they want the accompanying pieces to do the same. Whether it's a matching envelope, thank-you card, or RSVP card, consumers want a package with coordinating pieces to present an overall polished look.
