The first quarter of 2010 will determine wedding invitation trends for the year. In fact, I suspect that wedding invitation designs have pretty much been defined long before the “Will you marry me?” question was asked this holiday season. I have it on very good authority that this is so: Google.
Google Trends tracks the number of web daily searches for a particular term (in this case “wedding invitations”) over the course of a year. As the chart above demonstrates, searches for “wedding invitations” peak toward the end of the year and early January and then begin to tail-off rather significantly after the first quarter. The chart above also compares the search term “online wedding invitations” (shown in red) to “wedding invitations” (shown in blue). As suggested by the chart, prospective bridal couples do not feel the need to distinguish between wedding invitations sold online and those that are offered exclusively through storefront stationers.
The New York Times (December 29, 2009) reports that bridal magazine ad pages are down significantly in December, 2009. Quoting sources the Nielsen Company and Mediaweek, bridal magazine ads for December, 2009 were down 8.4% in Brides magazine, 25.5% in Bridal Guide and 23.9% in Martha Stewart Weddings. While ad pages are booked far in advance and certainly reflect the rather depressed economy, the battlefield for wedding invitations has shifted to the Internet and the public is indeed poorer as a result. As I have written on numerous occasions, low image resolutions, limited customization options and the inability of the online client to compare different papers and printing processes greatly diminishes a company’s ability to distinguish their brand.
It is interesting to note, that of the top 10 companies listed on the first page of Google for the search term “wedding invitations,” only one is a credible printing company: Crane & Co. Not surprisingly, Wedding Paper Divas, remains in the top position. It does so because it has the most aggressive and intelligent application of paid search and Search Engine Optimization (SEO) strategies of any company in the business. In a revealing New York Times article, Tiny Prints (a sister company of Wedding Paper Divas), describes how it competes for holiday greeting cards and photo cards by paying up to $50 to acquire a client. I would suspect that they will pay that and possibly more to acquire a client willing to purchase a wedding invitation online.
While Wedding Paper Divas has certainly upgraded its line in recent years with companies such as William Arthur merchandizing their line through them, one wonders whether this business model is sustainable. In fact, William Arthur now sells directly online and other companies such as Minted offer a wider range of quality invitations from craftspeople who do not generally market their equisite designs online.
For those seeking quality wedding invitations coupled with superior customer service, I strongly recommend that you visit a stationer in your neighborhood. Most of these stores carry a far wider range of wedding invitation samples than any online dealer. Customization options are limitless and you can actually feel the paper samples and see how ink colors change depending on the printing process. In 2010, do yourself a favor and see why choosing your invitation in person makes all the difference in the world.
When I think of Crane – actually, Crane & Co. – I think of engraving. I have visited their printing facility in North Adams, MA a couple of times and have always been fascinated by the artisans who create beautiful engraving dies and the craftspeople who use these dies to print Crane’s distinctive engraved stationery and custom invitations. Each year, I look forward to their their engraved Christmas Tree which often introduces their personalized holiday greeting card collection. This year’s Classic Christmas Tree is just another example of Crane’s remarkable craftmaship:
Crane's Engraved Classic Christmas Tree
I think you will agree, that this year’s Christmas Tree is an outstanding example of Crane’s superior craftsmanship. Each color on the greeting card requires a separate die. Crane’s skilled printers must apply each color during a separate press run, careful to make sure that each color is closely registered to an adjacent color(s) to produce the finished design. In this case, four separate press runs were required to produce this year’s colorful Classic Christmas Tree.
Peter Hopkins, Crane’s historian and Blogger, has made an instructional video that demonstrates the process of engraving.
Stationery, particularly fine stationery, is “touched” many times by skilled craftspeople. The level of precision required to produce these beautiful holiday card designs is a tribute to Crane’s talented artisans and their love for fine paper.
For those of you wish to see Crane’s 2009 Holiday Card collection, please visit a stationery store in your neighborhood to discuss all of the customization features offered by Crane.
As a stationer, I’ve seen hundreds if not thousands of business cards. Most people have a pretty clear idea of what information they want displayed on a business card, but seek advice from their stationer on card stock, ink colors and how to layout the information on a business card.
There are no fixed rules when designing a business card; however, I believe that a well-crafted business card is probably one of your most important public relations investments. The business card should create a positive first impression when you hand your card to the recipient. The paper stock, printing process, ink colors and well-designed layout says as much about you as a person as it does your business.
While there are many online print shops that offer “free” and inexpensive business cards using pre-designed templates, I have found their offerings to be quite unappealing. Their paper stock is of poor quality and many online companies can’t even seem to print in a straight line. It is painfully obvious when someone presents you a business card that has been produced by one of these discount printers.
From my perspective, three things are important for a well-designed business card. First, and most importantly, is the card stock. The standard paper weight for most business cards is 64# (sixty-four pounds weight). While I believe that 96# makes for a far more substantial business card, many people prefer the standard weight. Crane & Co. offers many different card stock weights and paper colors to choose from and is often a very good choice for business cards. I strongly recommend that you contact a Stationers Guild store in your neighborhood to see and feel the various options in person.
Secondly, use a consistent layout for your business card incorporating no more than two font styles. For instance, if your business letterhead is “right-adjusted” try to maintain that symmetry in your business card. A consistent image promotes brand recognition.
Finally, print your card using engraving or thermography. While engraving is considerably more expensive, colors are opaque and crisp. Thermography is a resin-based ink which is baked on the business card to simulate engraving. It is a less expensive alternative to engraving, but still creates raised-print. Letterpress is also emerging as a very appealing alternative to the traditional engraved business card.
A recent Blog article called my attention to some advice given by Talley Sue Hohlfeld, Etiquette Expert for Martha Stewart, on whether bridal couples should send E-Vites for a Wedding. Ms. Hohlfeld, blindly jumping on the “save-a-tree” bandwagon, acknowledged that she was “firmly against using e-mail for something as momentous as a wedding invitation.” Nevertheless, she added that “putting a website URL on the lower left corner of your invitation would . . . save paper on your end.” As an etiquette adviser to Martha Stewart, Ms. Hohlfeld should know that putting a website URL on an invitation is not only improper etiquette but is also quite TACKY.
Look, I have no issue with people sending out email invitations to save money. Nevertheless, to justify sending an e-Vite on ecological grounds is either stupid, deceptive or simply dishonest. First and foremost, many quality wedding invitations are printed on paper made from cotton and not wood fiber. In fact, Crane & Co. has been printing paper from cotton (a renewable crop) and cotton rag from textile mills (recycled cotton) for over 200 years. Perhaps, this is one of the reasons why Ms. Stewart decided to partner with Crane & Co. to launch her new line of Martha Stewart wedding invitations. Perhaps, Ms. Hohlfeld should consult Ms. Stewart and ask her whether she would like to see a URL at the bottom of her invitation.
Secondly, the “save-the-tree” war cry of environmental righteousness is simply a banal sound-bite probably concocted by online email advocates like AOL and eVite to justify their services as “green.” I think we all know the expression that if you repeat the same sales pitch or lie and nobody questions it, overtime people will believe it to be true. Wake up wantabe environmentalists, it’s a hoax! Most serious paper companies like William Arthur and many others source and produce papers made from wood fibers using the highest “green” standards. In fact, harvesting wood may be beneficial rather than detrimental to the environment, according to David Foster director of the Harvard Forest Project.
Martha Stewart Weddings
Thirdly, if Ms. Hohlfeld honesty believed what she was saying, she would most certainly recommend to Ms. Stewart that she immediately cease the publication of Martha Stewart Weddings in the interests of saving a forest, not simply a tree. Or how about the fact that the average PC user consumes 28 pieces of paper a day. Should we simply abolish PCs to save a tree? Ms. Hohlfeld and others who promote themselves as experts should take the time to seriously research issues before simply repeating self-serving slogans that have little basis in fact. Civility and good taste would be far better served by “Etiquette Editors” who understood the difference between etiquette and a sales pitch.
Martha Stewart Living Omnimedia (MSLO) in conjuction with Crane & Co. introduced a new wedding invitation line at last week’s National Stationery Show. A suite of 24 invitation suites together with a brochure were distributed to Crane and Co.’s dealers late last week. The new line was officially launched by Martha Stewart and Charles Kittredge, CEO of Crane & Co. on May 18th at the Rainbow Room in Rockefeller Center in New York.
Martha Stewart & Charles Kittredge
The new line was prominently displayed at the Crane & Co. booth at the National Stationery Show. The 24 invitation suites are comprised on invitations, save-the-date cards, response cards and supporting pieces in a range of attractive styles. The collection is made from all-cotton tree-free and certified recycled papers.
Martha Stewart at Crane & Co. Display
Crane dealers now have samples of the 24 invitation suites together with a brochure describing each style in more detail. In a marked departure from previous releases by Crane & Co., prospective bridal couples may also download the Martha Stewart Wedding brochure (a pdf file, which requires a free download from Adobe Acrobat Reader) from the Crane & Co. website.
This attractive new line reaffirms Crane & Co.’s stylish design capabilities coupled with Martha Stewart’s characteristic good taste. Found below are a couple of samples that may be found in Martha Stewart Stationery Weddings brochure:
Baluster Edge Wedding Suite
Crown Ecru Wedding Invitation Suite
Paper is a tactile experience and we encourage bridal couples to see the Martha Stewart Stationery Weddings samples at a Guild member store in your neighborhood.
Crane’s message indicates that the Martha Stewart wedding stationery will feature 24 invitation suites comprised of wedding invitations, save-the-dates, and response cards reflecting Martha’s “unique style.” Crane & Co.’s association with Martha Stewart follows similar co-branding initiatives with Kate Spade and Disney. Orders from Crane dealers will only be accepted electronically through Crane & Co.’s proprietary Personalized Design Studio (PDS).
“You never have a second chance to make a first impression.” I can’t remember who had this sage but practical piece of advice, but nothing could be more true in today’s electronic workplace. With website page views clocking in at 1.8 seconds and a “twit” on Twitter limited to 140 characters, you’ve got to make a strong positive impression from the get-go.
With your social and business network persona on display 24/7, one might ask if the business card is still relevant? Thank you, it is! In fact, we are seeing a resurgence in consumer demand for tastefully designed calling cards and business cards. Despite the down economy, customers at Therese Saint Clair are trading in their fast-print cards for more distinctive business cards. Business professionals recognize that their non-descript business cards just may not make it to their recipient’s Rolodex. Maybe it makes sense to invest in a little image-building. One way of doing so is to have an elegant business card printed on fine paper stock.
While Crane & Co. has long been the company of choice for fine business stationery, many other companies are now introducing their own distinct lines of business stationery. William Arthur has a good selection of business cards printed on 96# paper stock to go along with a growing selection of fine stationery. Smock Paper has a stylish but somewhat pricey line of letterpress business cards printed on bamboo paper. Lallie and Encore have some great designs for truly distinctive business cards.
If you feel your stationery is not making that right “first impression” then perhaps a visit to a Stationers Guild member store is in order. There you can work with experienced stationers to custom design a business card of your choice.
As stationers, we are often asked what type of stationery is appropriate for college students and graduating seniors. In an era of online applications, networked college communities and the largely “in-your-face” but impersonal world of social networks, stationery may seem to be a relic of times past. I am pleased to report that the handwritten note is back in fashion and, according to some college recruiters, often a deciding factor in selecting among college applicants.
The handwritten note is a sign of civility, good etiquette and maturity that often distinguishes one talented graduate from another. In selecting one’s stationery, one must consider the type of stationery to be used in each situation. For instance, the fold-over note or correspondence card are often used for less formal occasions. Specifically, a fold-over note might be used say “thank you” to a fellow student, college counselor or the parents of friends who have bestowed a favor. A half-sheet or monarch sheet might be used in more formal situations such as job interviews or a follow-up letter after meeting a college admissions counselor. While these forms of correspondence are often inter-changeable, I have always preferred using correspondence sheets for more formal situations. Nevertheless, any form of handwritten note is preferable to none or the insipid email.
When selecting your stationery, there are many cost-saving options available. While engraved stationery or letterpress stationery is certainly beautiful, it is often beyond the budget of most students. Guild stationery stores generally carry several lines of boxed stationery from Crane, William Arthur, Vera Wang and other fine paper companies. Personalizing this boxed stationery with your name or monogram can generally be done within 48 hours. Avoid pre-printed thank you notes, since they are so impersonal and appear to be ”last minute” or commercial. Personlalized stationery can be used in many situations and remains a relevant if not vital form of communication in today’s society.
There is a huge difference between designing a custom wedding invitation with an experienced stationer and populating a website template supplied by an Internet dealer. While you may have some initial ideas in terms of colors, time of the season or, perhaps, you have seen a sample invitation in a bridal magazine, most young couples will use a search engine.
“Custom wedding invitations” must be a very popular search term as evidenced by the fact that there were more than 2 million pages listed on Google when I entered that phrase into the search bar today. While there are many websites competing for your eyes, the question is whether they are useful. I guess it depends on what you are searching for and whether you wish to play a meaningful role in designing your wedding invitation.
Based on the sheer number of websites that appear in the top listings for organic search (not paid), it appears as if the vast majority of these websites represent online printers or online resellers. Customization to an online printer or reseller means selecting from a number of sample images on their website and then filling-in an online template for the wording, font style, inks colors and quite possibly the printing process. While some of these websites are very sophisticated, the process is similar to painting by the numbers. I have written previously about the pitfalls of selecting wedding invitations online, but this approach may work for some people.
For those seeking a truly “custom” wedding invitation, I strongly recommend that you consult an experienced stationer in your neighborhood. You may find one of these stationers by entering your zip code or city and state in the search bar on the StationersGuild website. These stationers carry a number of samples provided by leading designers and fine paper companies in the industry. Many of these companies such as Arabella, Smock, Page, Mr. Boddington, Oblation, Lallie, Prentiss Douthit, Encore and Julie Holcomb do not sell online and instead rely on their authorized dealers to act as an interface between the client and the printing company. Seeing invitation samples from a variety of designers and paper companies is essential to help refine your customization options. While at first it may seem a bit overwhelming, when your work with a leading stationer you will be able to narrow down your options and discuss ways to add your own customization ideas to create a truly personalized invitation.
While leading companies such as Crane & Co. and William Arthur have a large network of qualified dealers, they also allow you to create your wedding invitation online. While some people may find this more convenient, all of their online customization options and many more can be obtained by working with one of their qualified dealers. As Sheila May of Therese Saint Clair points out, “99% of my wedding invitations contain one or more customization features that are simply not available in the samples provided by my fine paper companies or online. Most brides want to stamp their personality on the event with something meaningful or of special significance to the bridal couple and their families.”
One of the most eagerly awaited events of the year is Crane & Co.’s signature die sale for personalized stationery. Receive free custom engraving dies (a $96 value) or free thermography (a $58 value) on your envelopes when you purchase one hundred of Crane’s 100% cotton notes, cards or sheets plus envelopes. This sale runs from January 3rd through February 17th. Contact a Guild member store in your neighborhood to learn more about this exceptional sale.
