I left off with saying design facilitates a message. Whether that be announcing an event, relaying necessary information, creating interest, or highlighting a new product or service—somehow you have to deliver that message to your audience. Sandy Ramsey, Director of Artisans’ World Marketplace, and I discussed her need for a card that allowed her store’s customers to keep an on-going wish list of desired items. Perhaps a telephone wire basket, a soda pop purse, Balinese jewelry, handmade soaps…anything that a customer really, really, really wanted and hoped to receive as a gift. Hint, Hint. What I developed was a Gift Registry card that conveniently fit into a wooden box that rests on the counter for the customer to fill out. The design was simple and to-the-point. What says shopping quickly? You got it, a bag. So I photographed Artisans’ World Marketplace kraft bag and embellished it with the logo and threads used in the stationary; created a warped, exagerrated cast shadow bleeding off the page to bring in the eye; added a newspaper halftone dot pattern and radial gradient behind the bag (note the gold to reddish blend of color); and a torn paper looking banner along the top (which is echoed on the web site) with the title (meta, the same font in the ads). The back of the 4×6 inch card was simple; area to fill out typical data, in addition, to lots of space for the customer’s list of items. Here’s the scenario: Julia says, “Oh, I’d really love to have those silver beaded earrings.” Julia adds that to her list of items on her Gift Registry card. Then Antonio stops by the store to buy something for Julia, and rather than wonder through the store aimlessly, he remembers the gift card and tells the store clerk. Voilà. The Gift Registry card is revealed and Antonio’s shopping experience is effortless, and dare I say, far-reaching. As Sandy eloquently said, “When I sit with an artisan and share in her hopes and dreams it lights a fire in me. I want to light some fires in Sarasota.” Go visit Artisans’ World Marketplace and fall in love with something that has to go on your Gift Registry Card. – lynne
