How to design and manufacure greeting cards?

The market research associated with the development of a successful greeting card is just as important as attractive graphics or appropriate verse. Research has pushed large greeting card companies to expand traditional product lines and offer cards for pets, step-siblings, divorce, weight loss encouragement, company lay-offs, and more. Some smaller greeting card companies specialize in the production of cards that appeal only to one or two specific markets. Greeting card companies require a diverse talent pool in order to produce commercially-successful product, and these forms employ everyone from cartoonists to market researchers to pressman who print the cards.





The manufacture of greeting cards varies greatly depending on the size of the corporation. Successful greeting card companies put a great deal of importance on business research, marketing, and creative design because these help determine what cards will sell well.





Generally, before the artists and verse writers begin to put pen to paper, large companies support in-house researchers that learn all they can about potential buyers. These researchers find out all they can about consumers' wants, needs, and concerns that can be addressed in a greeting card not already in production. The researchers use statistical analysis, market research, and research on lifestyle changes. Once the Research Department has an idea for a new card line, they utilize focus groups, surveys, and controlled store tests to gauge the potential of the new product.





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