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October 11, 2012 •
Bells & Whistles

Regardless of the milestone occasion, everyone wants their invitation to not only perfectly express the mood or personality of their event, but to make a huge impression on all who receive it because it looks like nothing they’ve ever seen. This is a deceptively easy task, as anyone who has worked in this industry segment for any length of time can attest. In order simplify this complex, ever-changing terrain, several invitation designers provided their takes on the trends shaping it — and how stationers can guide customers through the creative process.

Webster's Pages

Image from Webster’s Pages

The Many Faces of Custom

Everyone wants their papers to be truly unique, emphasized Monica Garrett, owner, Paper Cut Industries, and this typically requires more than just modifying a font or color. “Not many couples want the cookie-cutter, ready-made design that anyone could pick up. I think (people) value the dollar more and if they are going to spend, they are going to love their stationery.”

Broadly speaking, there are fewer retailer orders for smaller events; custom printing has become an investment confined to major life occasions. As such, if they are going to splurge, consumers want an heirloom quality, noted Robin Kornett, founding partner, RoxyLou Design + Press. “They want something modern and unique, however, they still like to give a nod to tradition. There’s definitely been a growth in the appreciation for the fine-art quality of an engraved or letterpressed invitation.”

The luxury route to achieving this feel — and mirroring the fabrics and fashions of bridal gowns — can be accomplished by combining various printing methods and finishing methods like engraving, letterpressing, foil-stamping, embossing, laser-cutting and die-cutting. “(This) can bring an invitation to a whole new level by adding different textures to specific areas of the design,” explained John Dumouchel, founding partner, RoxyLou. “We’re doing traditional in a new way.”

Just because these designs are technically complex doesn’t mean they should be over the top; each technique should create visual interest and have a role beyond just looking fancy. “Too much design can be too much,” opined Sue Corral, creative director and founder, Page Stationery.

Furthermore, digital printing can dazzle, Corral observed. “I started letterpressing in 1999, and in the last year or so I started to see the growth in digital printing technology. The ability to print stylish designs at an affordable price, but still be on high quality paper (with) good weight and texture to it … well, that got me excited to try something new. I think people are looking for high style and sensible pricing without sacrificing quality.”

With digital, the customization process can take a different path leading to the same individualized result. For example, Page Stationery’s Duets collection of 200 duplex-printed digital designs allows customers to change the pattern on back to a different one, alter its color or even insert a full-bleed photo in its place. “So much can be done, and we really hope that our retailers and customers have fun with it,” Corral added.

Wednesday

Image from Wednesday

Other Design Details

In our digital world, the touch of the hand via the feel of hand-lettering is most compelling, underlined Garrett. “This is the epitome of custom and hand-craft at its best. With hand-lettering you can set (classic calligraphy) in a modern tone.”

Color and typography are also key, described Karen Herzig, art director, William Arthur. “Colored edges (and) bold envelope lining patterns continue to be growth categories. Color creates a visceral response, and the trend is to incorporate bold typesetting, pattern and color. We like how type-driven so many designs are; lots of charming wording and vintage treatments, which convey great individuality. Millennials especially are intent upon putting their own spin on their invitations, so it’s interesting to watch (these) trends evolve.”

In this environment, it’s crucial to offer something that speaks to everyone, which is just what William Arthur’s Invitations and Announcements Volume II strives for, echoed Melissa Pritchard, art director, William Arthur. “It’s colorful, allows consumers to be versatile, and has wonderful print method options, especially digital.”

Incorporating a DIY element into the process can do more than just save money. “(One) bride wanted to do the assembly herself so I guided her with a sample,” Garrett recalled. “This helped her feel more connected with the invitations.”

More clients take the environment into consideration, using postcards for reply cards or putting event details that would have once been printed online. Interestingly, engraving is quite earth-friendly, commented Michelle Wagner, founding partner, RoxyLou. “Engraving uses water-based inks, and by engraving on 100 percent cotton paper, in our solar-powered plant, you can’t get much greener than that!”

The Online Scene

With online perusing, research and social media sharing being the rule, it’s paramount to insert yourself into the conversation, whatever role you play, recommended Garrett. “I make it a priority to share my custom projects via social media. Clients want to know you have range and want to at least relate to a particular project to know you can make their dream invitations come to life, without breaking the bank of course.”

Despite all the thought and image sharing on social media, the best invitations and announcements convey special moments in a way that can’t be replicated on a screen, Herzig pointed out. “The way people post their thoughts and images on social media — to make themselves visible in a media-driven milieu — is borne out in a different medium with a rich, truly special Bar/Bat Mitzvah invitation or birth announcement. We all want to connect in meaningful ways; for the fine stationery consumer, this often translates into communicating in an exquisite way.”

While incorporating QR codes can simplify invitations, there remains the potential to deepen sales with printed pieces like place and menu cards as well as fun add-ons ranging from favors and chair ribbons. Pinterest in particular has borne the desire for coordinated events, and becoming a client’s partner in achieving this, via brainstorming, product suggestions and DIY opportunities, is vital to the retailer.

But the paramount goal for brick and mortars is positioning themselves as experts in etiquette, paper, and printing; after all, these are complicated, constantly changing arenas that can take years to truly understand and expertly navigate.

“We keep hearing from our retailers that their customers are eager to learn from experts, and are often quite fascinated to learn about the different papers, print methods and so on,” Pritchard finished. “Workshops and bridal events help forge relationships, and we all know nothing beats great personal service.”

Sarah Schwartz, editor




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