Design Trends and Manufacturability
As technology continues to touch just about every aspect of
our lives, it also has an impact on how we perceive the physical payment card.
Over the years, the card has been continuously evolving. The origination of the
payment card started with a single paper or cardboard slip. Shortly afterwards,
it was common to use a metal charge plate. The plastic charge card emerged in
the mid-century, and since has held steady as the material most commonly used
for cards. In recent years, it has become common for cards to come equipped
with smart technology such as antennas, contact chips, digital displays, and
lights. The security elements on the card are key components to keep cardholder
information safe and ensure that fraudulent cards are unable to be reproduced.
The design goes much deeper than the graphic printed on the face of the card.
Strategically, it is important to be mindful of the things to come, but we also
need to keep our eye on the present and the reality of the card in the market
today. What happens today drives tomorrow’s trends.
When designing cards, it is very important to be cognizant
of industry guidelines. These industry guidelines specify parameters the
payment card must meet such as size, thickness rigidity,
the magnetic stripe, signature panel and contact chip technology. It is
imperative that these guidelines are followed to ensure that the card will
function properly in the field. They also provide structure that helps to
confirm the card is constructed in a way that will last. A credit card travels
with us wherever we go. Cards must be able to withstand being taken to the top
of a ski hill in freezing conditions as well as tolerating very warm humid
climates. Sometimes they are carried loose in our pocket, they get wet or could
be exposed to abrasives such as sand. They will need to be able to function to
make payments and still get us into our hotel room at the end of the day all
while maintaining a look that speaks well to the brand marks that it possesses.
The long list of industry and association guidelines can be enough to quickly
overwhelm any designer. There are so many things that need to be considered
when you actually dissect the card that it is important to create a design that
will not cause an adverse effect to these items. The key is keeping the integrity
of these elements while finding a differentiator for the look and feel of the
card. The card needs to have something to make it stand out from the others.
Finding that differentiating factor starts with determining
the overall look and feel of the card. Graphical elements certainly play a
role, but it's the materials and the processes the card goes through in
manufacturing that makes it a reality. It is extremely important to be
cognizant of materials such as the PVC and the inks that are used. This is
where the importance of innovation and research and development comes into
play. If a new material, ink or process comes into the mix, it is crucial that
it is run through a full gamut of testing to confirm that the card will meet
industry guidelines. In many cases the cards are constructed in multi-layers.
It is common practice to sandwich the front and back of the card together along
with the overlay material and then laminate the card using heat and pressure to
fuse it into one solid form. The lamination could mute out the effect. It is
all a result of how the materials work together and how they withstand the heat
from lamination. Another important aspect in designing the card is to consider
the smart technology that is present in so many of today’s cards and how it
interacts with the materials that have been selected to construct the card.
Sometimes the strongest differentiating factor can be a simplistic detail,
something sleek and elegant that can catch the eye and set the card apart from
the rest.
Current industry trends have been cards that possess a
metallic element, or emulate depth in some way. Cards with brightly colored
edges have become a popular identifying factor that sets the card apart from
other cards in the wallet. Processes that create depth or visible layering of
inks on the card can be an effective way to add pop to the graphical elements
of the card, or create a subtle visual effect or texture to the card. The best
part of designing on plastics is the various combinations of inks, materials,
processes (foil stamping, lamination or silkscreen treatments) that add sparkle
or texture to the card. Many trending effects in card design are effects that
determine the surface reflectivity of the card. The key items that determine
the surface reflectivity are the materials that the card is composed of, the
silkscreen inks and how they are applied within the design. Matte finish has
become more and more popular. Hot foil stamping can be an effective way to add
a metallic element to a card. Most importantly, lamination, and the plates used
in lamination, can be the single most important factor that determines if the
card will have a glossy high shine or a smooth matte finish.
Overall, when designing a card, it is very important to be
mindful of trends. Trends can work for or against a card design. A trend can
become popular very quickly and used in many types of cards. The
differentiating factor can easily fade when trends take over, and all of the
sudden many cards possess a very similar look and feel. It’s important to
respect trends. They become trends for a reason. The ultimate goal in card
design is that people are more likely to gravitate to a particular card. The
card makes a statement about the brand that it represents. It is important to
remember where card design started, back with the metal charge plates.
Sometimes the most impactful designs and processes have been there all along.
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