Beginners in gift card designing should all be encouraged to start with simple work, similar to that in [Plate 3]. Such work results in well-designed cards and is encouraging to the originator. The idea of using cut paper is always good with amateur artists, as it helps them to keep their work simple and makes color harmonies easier. Elaborate ideas, such as figures, ornate designs, etc., should be avoided at the start.
In selecting colors, the students should be encouraged to use subdued or grayed tones, for, by this means, they are much more certain of obtaining a rich-looking card. There are too many printed cards already on the market which are done in gaudy colors, without adding more. If cut paper cards are made, the students can decide on the colors they want by laying strips of the colored paper side by side, until the best color scheme has been decided upon.
Too much stress cannot be laid upon good placing or arrangement of the lettering. In [Plate 4], we have a series of cards that are fairly good, but that would have been quite a bit improved by better lettering. The ideas and general arrangement of these cards make them good suggestions.
Often we find students in classes turning out cards all based upon the same general composition. It is easy for students to follow a general type of card suggested by the teacher or some progressive young artist. In [Plate 5], we find a page of ten typical arrangements. Although different as to basic composition, they are all good, and can be used as a start for original work. Always bear in mind the idea that both lettering and decoration should be in complete harmony. Light fantastic lettering, for instance, would not be in harmony with heavy, bold decorations.
In late years we find many artists and designers, who cannot find suitable cards in the book shops, sketching designs of their own and having them printed. In this way they can put in an individual touch and produce a card that exactly meets their requirements. Although such a card is more expensive than a stock card, the plan works out well for those who have a fair list of mailing acquaintances. A page of such cards is shown in [Plate 6].
The use of flat, massive tones, provided the colors are not too heavy, always makes a distinctive card. [Plate 7] shows a page of such designs. A good typical example is the card in the lower right hand corner which contains the quotation from Dickens. The use of toned paper often helps. At most art stores it is possible to obtain a vegetable parchment paper which makes splendid material on which to draw or print the strong, decorative type of gift card.
Oftentimes we receive or send holiday cards that are based on a humorous trend. Nothing takes so well as a bit of verse with a smile tied onto it somewhere, provided it is well done. A cheerful card is generally kept and placed where its owner can see it often. Designs for such cards should be well-planned, in order to avoid an appearance of the comic valentine in their general make-up. A page of work having the semi-humorous element is found in [Plate 8].
Anyone desiring to reproduce an artistic card with the minimum expense, will do well to look into the idea of using cut linoleum. By planning motifs that hold well together, and are strong in design, it is possible to cut out some very acceptable blocks in heavy linoleum. From these, almost any number of gift cards can be printed by hand in varied colors. When dry, these cards can be hand colored. Because of the difficulty in cutting out the letters, one should use as few words as possible. Designs adapted to this work are found in [Plate 9].
Occasionally, students having a natural bent or enthusiasm for design will be found anxious to produce a card of the style found in [Plate 10]. In cards of this kind, careful attention must be given to the motifs used and to the placing of these motifs in the general composition. As most of the stress is laid on the design, rather than the lettering, it is important that this design be well planned and equally well carried out. In case of doubt, it is better to leave out some of the ornament rather than have the card overcrowded or ornate.
The holiday motifs shown in [Plate 11] are not only adapted to gift cards, but also to posters, place cards, and room or tree decorations. It is a good problem to allow the students to take such a page of motifs and from them to plan their own card, using their own ideas as to size of card, proportion, lettering, etc. This is splendid training for the artists in the line of what is known to the printers as “make-up.” After the preliminary sketches have been made the teacher can call attention to mistakes in balance, rhythm, etc., and suggest corrections.