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Since they constantly change, trends are fascinating creatures. It’s easy to watch them as one would a spectator sport – but that’s a mistake, since we all play an active role in their development, expression and life spans.

“Trends don’t happen in a vacuum,” emphasized Sarah Sheffer, owner/designer, Doc Milo. “They’re a reflection of our entire culture. When you think about where we’ve been these past few years, (our) population is almost desperate for some good news, so our celebrations need to pull harder in the direction of pure bliss than ever before.”

Statistics apparently back up this perspective. In February, consumer confidence reached 70.4, a peak not reached since February 2008, and a steep rise from January’s 64.8. “The consumer believes growth is picking up pace,” said Jonathan Basile, senior economist, Credit Suisse. “The ducks are in a row for stronger consumer spending this year.”

Although many consumers are primed to purchase, the retailer must entice them with merchandise mixes encompassing both quality design and quality itself, said Angela Driscoll of Driscoll Design. “Consumers want to buy products they will treasure over time. Consumers are more selective and want good value. They are aware of what’s mass-produced and what’s not. Consumers will continue to want choices.”

So what choices should you be offering them exactly? Read on to learn about the strongest currents driving the all-important Bridal, Baby, Green, Greeting Card and Office segments.

Bridal

First image: Joyful Heart Design; Second image: Red Leaf Papers by Invitation Consultants.

The wedding is a bride’s “ultimate defining moment,” Sheffer noted. “The wedding suite isn’t about design for design’s sake, but about capturing the emotional essence of what’s happening in her life. It’s almost entirely emotional … and rightly so.”

As a result, the market has an “anything goes” feel, speaking to tastes from urban to preppy to kitschy-vintage, commented Loni Meiborg, Paper Orchid division manager. “Each bride and groom can completely tailor their event to their personalities. Whether they draw their inspiration from the season, a color or even traditions, they will find fabulous merchandise.”

What’s Hot: “Stripes!” exclaimed Lindsey Cross of Lemon Tree Paper. “Thick, thin, black, color, diagonal or straight – they always seem crisp and chic. We love them especially on envelope liners as well as on the background of cards.”

Blush pinks are flirty and elegant, pointed out Kerry Amidon, Checkerboard product manager, with a “Parisian feel.” Sunny golden yellows also won’t disappear anytime soon. “The hue is just so sweet, and lends a playful, informal tone to an event (while) still (being) sophisticated.”

When it comes to overall feel, Cross described, “Many brides lean towards 19th century styling in the designs – but combine them with an unexpected modern flair.”
Also look for: darker backgrounds with lighter text; blind embossing; and texture-rich treatments from laser cutting to letterpressing, fabric to foiling.

Tried and True: Can’t-miss classics include: pockets; interspersed cursive and Roman fonts; black ink on cream paper; monograms; and don’t forget floral motifs. “Those themes of new growth and beauty are at once as ancient and as modern as any,” Sheffer remarked. “It’s all about interpretation.”

Designer Quote: “Free-spirited nods to tradition are great, but everything truly hot in bridal right now is about clean, fresh design. To paraphrase Miss Carrie Bradshaw, more and more couples are writing not only their own vows, but also their own rules.” —Sarah Sheffer, Doc Milo

Baby

First image: Citrus & Clover; second image: Tag & Co.

Ashley Toporek Woodman, owner, simplyput by Ashley Woodman, summed up this segment in five words, “Photos, photos and more photos.” Digital photocards, she continued, mix tradition and modernity by combining “traditional stationery embellishments and modern photo printing processes. For us, the key to designing photo announcements is to try for a subtle balance between photo and design.”

Look for designs that balance whimsical and sophisticated elements, recommended Cat Seto of Cat Seto. “More and more young couples are requesting this. We are releasing greeting cards and notes with sweet motifs but edgier layouts or typefaces, (and) are also (adding) fun elements using fabric, tags and yarn.”

What’s Hot: Everyone’s talking about color. Seto reported, “color palettes with a slight twist have been key this year,” while Lori Dumbar, owner and designer of citrus & clover, added, “more vibrant, non-traditional colors bring more of the family’s personal taste.” Moreso, the colors on every piece in her line can be customized, “creating a piece that truly reflects their style.”

Michael Wolfe, creative director of Paper So Pretty, also is working within a “dialed-back color palette,” citing honeysuckle pink, light charcoal, chartreuse, blue curacao, papaya, silver peony, dusty teal and lavender as current favorites.

Multiphoto birth announcements are on the rise, and Rachelle Schwartz, co-owner, Wiley Valentine, has noticed a preponderance of inspiring quotes, hand-drawn lettering and illustrations.

Tried and True: Playful fonts and baby animals will always have a place here. Woodman mentioned that flowers and safari animals, designed differently every year, have been her top sellers since 2003.

Paper So Pretty tries to put a modern take on motifs like cribs, owls, strollers, bows and even animal prints, while Dumbar uses classic patterns such as plaids, houndstoothes and herringbones.

Designer Quote: “It’s amazing where you find inspiration. Designs have been inspired from junk mail, magazines ads, (things seen) in line at the checkout, window shopping at the mall. One bestseller came from the back of a cereal box. You never know where the next idea will come from.” —Shannon Wolfe, Paper So Pretty

Green

First image: Hip from Holland; second image: ecojot.

Modern shoppers want it all. A green product must be fashionable, reasonably priced – and authentically green, stated Jennifer Biely, media and public relations, The Madison Park Group. “Consumers are looking for quality, responsibility and products made locally. Cards need to use soy-based inks on FSC-certified, 100 percent recycled paper. More and more consumers are looking to small, boutique stores (for this).

What’s Hot: Don’t be afraid to dabble in more gifty lines that reuse what would have been discarded, practices upcycling. Hope Milner, owner of Refashioned, emphasized that this handcrafted sector of the green market really caters to the independent. “Unlike ‘new’ products with a green twist, this is still an ‘artisan’ inspired sector where each product has a story, perfect for small retailers.”

There is a definite “less is more” trend here, opined Christina Miller, owner, Sweet Pea Papery. “There’s no need for bells and whistles. As long as the product is truly green, stylish and inspiring, it’s a winner.”

Tried and True: Some things exhibit eternal appeal, underlined Mia Galison, president, eeBoo, like “simple, iconic, graphic images of things in the natural world.”
Also of interest to consumers are charitable efforts. Ecojot has introduced its Buy 1, Give 1 program. Carolyn Gavin, creative director and designer for ecojot, explained, “If someone purchases a jumbo journal, a 5-by-7-inch or any eco sketchbook, we donate a book or pencil. So far, we’ve donated 70,000 books to countries like Haiti, Kenya, Poland, Zimbabwe and Niger. We felt it was important to add a philanthropic cause and not just be a green company.”

Designer Quote: “We love what we do and respect nature and the environment very much. This is reflected by the materials we use as well as what we illustrate. Critters, florals and botanicals are our inspiration day in and day out.” —Jennifer Tatham and Alan Henderson, Night Owl Paper Goods

Greeting Cards

First image: Calypso Cards; second image: Quiplip.

Here consumers desire to dazzle by great design combined with genuine sentiments, all at a reasonable price. Since all the segments affect each other, Angela Driscoll of Driscoll design described the “final nudge that sways a card buyer” as “environment-friendly cards that use mostly recycled materials and are made in U.S.A.!”

Danielle Caro, co-founder of Foxy Blunt, sees the card humor market as having evolved into “something smarter, wittier and more personal.”

Here, sometimes a bad thing can birth a successful line, pointed Stacey Rifkin, co-owner of Hard Cards. “(Right) now people are less likely to buy (holiday and birthday) gifts. We’ve written a ton of cards that poke fun at this, and they’re hugely popular. In the end, it’s better than just writing on their Facebook wall.”

What’s Hot: Caro’s co-owner Jennifer Morrison definitely sees “a spillover of rich, intense colors from fashion,” jewel tones like deep purples, elegant golds and peacock blues. Susan Sliede, creative director, American Greetings, agreed a more sophisticated, gray- and charcoal-based palette has emerged. “Companies such as CB2 and Restoration Hardware have incorporated it at retail, online and in advertising. In the card aisle these neutral bases give our cards a more modern look, while allowing us to work in more complex colors like citron and saffron in a way that is natural and very elegant.”

Then there are special finishings – such as glitter, hot stamping, foiling, stitching and die-cuts. “(All) make the most of the vibrant colors while not over-exposing them,” finished Sleide.

Tried and True: Evergreen themes include animals, natural elements and designs with a handmade feel. And genuine feelings never go out of style, noted Driscoll. “Greeting cards should do what they are meant to do – evoke human emotion, memories and express sentiments – rather than simply speak to a trend.”

Designer Quote: “I really try to avoid paying attention to trends while I design. I design from what feels right and what comes instinctively. I try to be true to myself and what I like. I figure whatever happens after that is out of my control.” —Angela Driscoll, Driscoll Design

Office

First image: Lifeguard Press; second image: Grasslands Road.

Because the digital age has transformed where, when and how we work, the products that support it have received a makeover, too, remarked Dyna Kau, creative director, Girl Of All Work. “What I love about office accessories is how they’re much more style-driven than, say even just five years ago. We’re seeing bolder, textile-inspired patterns that dress up desks and assert more personality in the workspace.”

At their core, organizational product aims to ease busy, stressed lifestyles. “Today’s professionals want tools that foster a work/life balance blended with individuality,” said Sarah Nicoli, co-founder, dotmine day planners. “The goal is simple: Keep life organized, inspired and moving forward.”

What’s Hot: The same saturated colors appearing everywhere else resonate here as well, as do special finishes. Look for flocking, gloss, foiling, spot varnish, glitter and more. “We’ve taken treatments that have been very successful from our scrapbook paper lines and incorporated them into our office products,” pointed out Danelle Larson, art director of DCWV.

Tried and True: Designs that communicate anything but “office superstore” add personality to your store and clients’ lives. “Gone are the days when everything matched and black was the choice,” reported Nicoli. “Today’s office accessories are a bold, eclectic mix of design, color and texture.”

“Details in bindings and closures speak quality,” added Larson. “Examples of these are magnetic closures, elastic, ribbons and adornments. These small details, along with heavy, quality papers, make products more giftable.”

Designer Quote: “Office accessories are moving away from being workplace staples and are being seen more as “lifestyle” accessories. Once people know you design office accessories, you’re constantly peppered by suggestions on what you can create to make their work lives easier. Though the actual suggestion (rarely) makes it off the drawing board, it’s important for us to know what the need is out there.” —Dyna Kau, Girl of All Work

Thumbnail image from Cheree Berry Paper.