Sentimental Greeting Cards

Words and sentimental cards are the key focus of greetings, offering an avenue to express our feelings to the ones we love and care about.

Laura Hirst, UKG Editorial Manager explains: "The consumer is presented with so many avenues to communicate today, so ensuring we say what she wants to say has never been more important.”

At UK Greetings we have developed sentimental cards that offer something for everyone, whether it be understated and contemporary or traditional and heartfelt.

Laura states that when creating a verse it’s important never to compromise content for the sake of rhyme. “The verse should always make a connection between the sender and recipient, as well as be appropriate for the occasion.

For example in a Sympathy card it’s about setting a tone that isn’t too light, then striking the balance between offering understanding and support without suggesting that you can identify with what the recipient is going through”.

By sending sentimental cards, you are making an emotional connection with the recipient, so the words must speak to the consumer. When a consumer has a specific recipient in mind it’s essential that the sentiment is just right.

Laura adds, “We have to make sure we say it how she wants to say it…but better!”

It is important to look at the market and create ranges that cater for all tastes. The young shopper might look for a chatty voice or ‘slang’, the modern consumer seeks out simplicity and the traditional buyer remains faithful to the verse.

Sentimental cards are a powerful tool and the message in a Gibson card is uplifting, evoking emotion, expressing care and conveying appreciation.

A good example is Helen Steiner Rice, a woman who has brought comfort to millions throughout the world with her words of wisdom. Rice’s words are as relevant today as they were the day they were written. Encouraging, comforting and celebratory, her work strikes a chord amongst traditional card senders that are looking for sentiment with truly heartfelt meaning.

The verses are crafted beautifully and when presented with stunning images, offers the perfect range of sentimental cards, not only for those who are fans of her work, but also those who simply appreciate the traditional qualities of a greeting card.

Carlton showcases some great examples of sentimental cards where the message is boldly spelled out in colourful lettering; they’re very on trend, edgy and eye-catching, with great rack presence, and diversity.

Though there’s always a market for traditional verse, there’s also a need for conversational editorial that reflects the way language is changing. At UKG we’re always watching these changes and ensuring that our editorial, specifically in the Carlton line, resonates with the modern consumer.