2017
April Vantage Row
s h h h h h h ... it’ s co nf ide nt ial !
Information and images in this document are intended only for use to illustrate and explain the trends presented.
For internal use only. Copyright American Greetings Corporation.
Vantage Row Promise The Target Vantage Row will provide the Guest with cards that deliver a unique and youthful personality, brought to life through a distinct creative point of view that reflects emerging design trends and an authentic voice.
Macro Trend
wanderlust Macro Trend
wanderlust: a strong desire to travel or wander. Thoughtful Travel: The urge to travel boils down to the thrill of being somplace new. Yes, it’s about pina coladas - but it’s also about psychological distance. Travel is a spiritual tool for thinking and experiencing. We attune to the inner benefits of travel as ‘creative nourishment.’ Travel is more about how you feel than what you see.
“My destination is no longer a place, rather a new way of seeing.” - Marcel Proust Digital Discovery: Cultures around the globe are increasingly connecting, even in remote areas due to technology encounters such as the smartphone and social media networks such as Facebook. Design is becoming a sophisticated layering of multicultural reference. “A new cultural persepctive is clear: the world is increasingly globalised, not westernised, with influences coming from every continent.” - WGSN
Cuban Culture: The opening of Cuba will have major influence on design. Cuba’s subtropical climate produces weathered and sunbleached effects, creating visual texture and vibrant color combinations. Tiny Adventures: Tiny houses are popping up all over the country as more and more people are simplifying their lives. The freedom to live off the grid and the financial means to travel and move around the country are a few of the perks that come with this modern and compact lifestyle.
Design Trends
fashion
packaging
kids and baby
wedding
home decor
target
Wanderlust 2017 COLLECTION
color palette
themes Global Bazaar Bohemian Lettering Otomi Eclectic Patterns Wordly Words Tropical Paradise Clever Venture Global Graphic Explorations Tribal Treasures Bon Voyage Travel Poster Sweet Lettering Exotic Embellishments Geodes Boho Photo Aztec Animals Sweet Adventures Wander World Funky Fiesta Jungle Jam Letter Party Native Numbers Wild Wordplay
feminine birthday Birthdays should be fun and that is exactly what our feminine cards deliver. These cards will differentiate from others through the use of celebratory iconography and an overall energetic feel, that doesn’t necessarily need to include traditional birthday cakes or balloons—even our florals come with a twist. When it comes to relative captions in Fem., our cards go beyond Neutral and Familiar degrees of intimacy to deliver that perfect message for this kind of close relationship.
feminine birthday
Bohemian Lettering
Eclectic Pattern
Tropical Paradise
Global Bazaar
Otomi
Worldly Words
(inside) Clever Venture
masculine birthday Whoever the guy is, we want to make him feel great on his birthday. That’s why we want to make our masculine cards so complimentary (without getting too mushy, of course). We know that guys today have all kinds of hobbies and interests, which is why we will balance our designs with a mixture of masculine iconography and bold lettering and subject matter.
masculine birthday
Global Graphics
Explorations
Bon Voyage
Tribal Treasures
Travel Posters
wedding Our wedding cards will be unique, modern and celebratory and will refrain from becoming too serious in tone or aesthetic. These cards will signify the happiest time in the couples’ lives through a perfect marriage of romantic imagery and congratulatory copy.
Sweet Lettering
Geodes
Exotic Embellishments
Boho Photo
baby Our baby cards will evoke all of the emotions that come with the news of a brand new baby, including the pure excitement and “aww� that this perfect little bundle brings. Through the use of sensory language, sophisticated and sweet designs, and a twist on typical baby color palettes these cards will be perfect for every demanding enthusiast.
Sweet Adventures
Aztec Animals
Wander World
kids birthday We will offer the most unique kids product in the card aisle, ensuring that every card encompasses an ageless appeal that still screams FUN. Bold and impactful designs, paired with the language that “all the kids today” are using, will catch the Guest’s eye in Target, and ensure she gets the award for “coolest card ever” at the birthday party.
kids birthday
Funky Fiesta
Jungle Jam
Letter Party
Native Numbers
Wordly Words - Kids
Wild Wordplay
Splashes
feminine birthday
One of fashion week’s biggest trends for spring/summer is “The New Americana” – patriotic shades of red, white and blue from designers like Marc Jacobs, Chanel, and Ralph Lauren. Perhaps a nod to this summer’s Olympic games, this color story is also reminscent of classic sportswear. Pops of pink add a feminine touch, while rendered florals are juxtaposed with sporty stripes to create this modern, trend-forward collection.
wedding
Gold and silver, step aside—there’s a new metallic taking over. Rose gold details in weddings are everywhere, from iridescent foil invitations to sparkly attire, even in rings! Food and drink also get in on the trend, with shiny icing on desserts and rose-hued cocktails. The best part is, this luxurious finish meshes well with any wedding style: polished rose gold can look glamorous and elegant, but matte or aged rose gold accents lend a rustic or vintage feel.
baby
Baby color trends continue to shift from traditional gender-specific blues and pinks to more sophisticated palettes, reflective of the parent’s personal style. A refined grey and white palette remains playful and sweet when combined with pastel neons, naive line-work, hand-stamped patterns and traditional baby subject matter.
kids
Inspired by the imagination of kids of all ages, this collection features popular mythical creatures paired with decorative birthday elements. An enchanting unicorn, majestic dragon and magical phoenix will be showcased in rich, vibrant colors and finishings.
Thank you!