Male Cards

Popular culture, current crazes in music and sporting events influence the male cards available in the market and this is especially apparent in male captions.

Lois Holcroft, Senior Product Manager at UK Greetings explains that; “male captions are one of the top selling categories in greeting cards. Cute/whimsical, bold lettering and nostalgic photographic styles work extremely well”.

Contemporary cards, such as bold graphics and lettering, and photographic imagery rate well across most captions. This styling is seen as a 'safe send’ as they tend not to feature any specific subject matter, appeal to all age groups, and also look very striking on the displays.
Photographic cards are also a key style within male, taking varying forms dependant on the intended sending situation. Emotive scenes of human relationships, fun photography and a conversational voice work well, as they are a fresh and easy send.
Cute and whimsical characters are also popular for a child to adult send, offering naive artwork and sentimental copy.

Typically, traditional male styles continue to dominate the market, sports, hobbies and ‘boys toys’ are big hits.