79_81_83_GF.qxp_Grid 18/05/2022 14:43 Page 1
A Cute Conversation
All together now-
aaahhhh! Sugar and spice and all things nice, that’s what traditional cute cards are made of - but, with the different attitudes and ideas of the 21st century, does that have to be the case, and is there still a market for the genre? Big-eyed fluffy kittens like the Simon Elvin Christmas card which has lasted three decades of being sent back and forth between a mum and son may be the epitome of cute, drawing the required “aaahhh” reaction, then there are those who find tiny tots in skeleton costumes cute, or photo-manipulated images of dogs dressed as pumpkins. PG asked the question of various publishers, from the traditional to the quirky.
After decades in the greeting card business, veteran publisher Simon Elvin knows a thing or two about cards, but even he admits there are no firm rules on what’s cute. While the styling of cutes has changed over the years, the factor that remains the same, according to Simon, “is that the design has to evoke a real ‘aaahhh’ from the person selecting the card and, just as important, it must be something the recipient is going to love - for us that means a character that’s really soft and cuddly, put into a very appealing situation”. Cute designs have always formed an important part of the Simon Elvin range, and will continue to do so as long as customer demand remains strong. Simon added: “Cute designs still sell well for us in open birthday and relations and, while they work predominantly for female relations, there still is a limited demand for cute male designs, which need to be stronger colours and more fun. You can’t really lay down firm rules as to what works but you know when your design team come up with a big ‘aaahhh’ that you’ve got a hit.” Having hit the cute jackpot with Tatty Teddy and the Me To You brand back in 1987, Top: Jay Harrison and mum Roe Walsh have been exchanging this cute Simon Elvin card for 30 years. Above middle: A current cute design from Simon Elvin. Left: Two Tatty teddies are proving popular in Carte Blanche’s new Signature range. Right: The vulnerable expression of the top dog adds cuteness on a Nigel Quiney contemporary Doodle design.
Carte Blanche Greetings has spent 35 years refining and polishing its characters and offer. “There’s no doubt the pandemic has touched all of us,” said Carte Blanche’s marketing manager Grace Elphinstone, “we value our loved ones and our friends more than ever and we’re not afraid to show our feelings towards the people that matter. This is where cute definitely plays a part. “Me To You has always evoked that warm, fuzzy ‘aaahhh’ response but, today, the ‘aaahhh’ factor feels more relevant than ever, and we sense that even the most cynical consumer is willing to be won over by an uplifting and unashamedly cute Tatty Teddy card. The publisher has responded by refreshing both the Me to You artwork and the colour palette for 2022 and beyond, and has noted designs showing two Tatty Teddy bears are proving popular - perhaps because they highlight togetherness and personal interaction in an age when people no longer take this for granted. And the warm and optimistic colour palette full of sun-dappled yellows and soft blues and pinks, creates an ombre feel, reminiscent of a sunrise. PROGRESSIVE GREETINGS WORLDWIDE
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