OUGD503 - Responsive - YCN: UK Greetings Idea Generation

Following my research in to the Greeting card industry, my findings have allowed me to identify the following:

• While online greeting card platforms such as Moonpig or Funky Pigion are in abundance, consumers still hold preference for cards available in stores - which suggests that for many a personalised photo card does not compare to a more crafted card with a higher finish - and this is reflected in sales statistics as well as the act of card making being the number one craft hobby.
• While many trends in occasion and/or sending situation come from America, the act of sending and receival of greeting cards remains quintessentially British.
• With 85% of all cards being bought by women, it would seem there is a gap in the market for a Greetings collection that is more accessible or appealing to men - or both sexes equally. Finding a point of interest that resonates with both men and women alike may provide opportunity for the Greeting card industry to become more neutral in targeted demographic. 

Considering my above findings, I have devised the following concepts:

Concept 01

With 85% of all card sales being made by women, the first concept calls for a more masculine greetings collection to be created for the modern gentleman. Focusing on creating a more refined, classic and timeless aesthetic that contrasts the plethora of overly adorned greeting materials most typically available at present. This collection would aim to place functionality and concept of the resolutions as equal to shelf-appeal, and not above.

Concept 02

A greetings collection consisting of un-defined occasion or sending situation - to encourage the act of writing for writing's sake. In a time where sending a text or snapchat appear to be the only forms common communication socially, this collection would provide a range of materials for more considered written conversation/correspondence and exchange of gifts.

Concept 03

To take a selection of Britain’s most loved classic biscuits and playfully transform them in to greeting motifs through alteration of the original biscuit design, bringing together two British customs: sending cards and eating biscuits. With these biscuits ingrained in Britain’s culture and social consciousness,  their familiarity to consumers will allow for the collection to appeal to both men and women and will target a larger demographic by engaging with them emotionally and visually.


These concepts will be taken to critique to allow for the concept with most potential to be taken forward and developed for the UK Greetings Collection.