Photographic Cards
There’s a lot of digital imagery out there,
but a lot of it’s pretty mediocre. GT
looks at how retailers can benefi t from
selecting the right photographic ranges.
Digital
diivivide
he digital revolution has made
T
photographers of all of us.
That’s not necessarily
a good thing as it hasn’t
made us a nation of expert
photographers by any means. Alternative Image
What it does mean however is that there is a
lot of imagery out there – some of good and a convince them to part with their cash. the exit or on the end of the fi xture. A pretty
lot of it very bad. There’s no doubt that a picture can say a fl oral, a stunning landscape, a cute creature,
The attraction for greetings card designers thousand words – it can also communicate a the quirky image and the iconic portrait: these
is the availability of huge amounts of stock sentiment just as effectively. It’s little wonder designs, if selected well, can be a real money-
photography in an easily downloadable format. that blank photographic cards are popular with maker when all else has failed.
The danger is using any old image that comes retailers keen to see their pockets turning over Photographic designs can also provide
along, sticking a funny caption on it and at a rate of knots. displays with a striking block of colour that
hoping it will sell.
Takkoda
They act as a backstop for customers breaks up long runs of similarly coloured
It’s easy to see why designers who see the photographic card as product and attracts the eye of the customer.
and publishers are so fond of trawling the safe option when they don’t know It’s easier to treat photographic cards as a
image libraries for instant photographic the recipient particularly well or are section all of its own but you could be missing
cards and simple to understand why not sure of their taste. If all else fails a trick by putting all of the designs in one
they so often get it wrong. The fact is, a retailer should be able to point to a place. It could be more effective to drop these
there’s a lot of dross out there and the suitable photo card to save a lost sale visual grenades throughout the displays for
truly classic work is hard to spot. if the customer looks as if they are eye-catching appeal.
The problem for the retailer is going to walk. WH Smith has used this trick with its range
sifting through the morass of ‘me With that in mind canny retailers of National Geographic designs at the top line
too’ photographic product and will have built up a default range of of the fi xture to place the iconic images right
selecting designs that will capture the photographic ‘best sellers’ and have on the ‘buy level’ and provide a natural draw
imagination of their customers and them displayed on a spinner near to the eye. Placing premium product at this
22 Greetings Today
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