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Card Design Creativity Packaging As a Powerful Marketing Tool The Offi cial Publication of the International Card Manufacturers Association October 2019 Volume 29 • No. 5 Card Design Creativity Packaging as a Powerful Marketing Tool, Personal Billboard Packaging: It’s All About the Brand Metal Premium Credit Cards Gain Market Share Around World Thank You for Attending CardTREX North America! founder /executive director is published by CMA for ICMA. Please submit all articles, news releases Collaborate for New Growth in Our Industry and advertising to: | By Jeffrey E. Barnhart CARD MANUFACTURING™ C/O: CMA 191 Clarksville Road Card creativity and card packaging design have evolved. Designers are Princeton Junction, now expected to bring big ideas to the table that will provide card users New Jersey 08550 USA with an impressive and broader experience, particularly in connection with the card issuer’s brand. Founder/Executive Director Jeffrey E. Barnhart It’s time for issuers to see cards and their packaging as new doors to unlock to distinguish [email protected] their brands, and it’s time to see designers as those with the keys to open those doors to new, Association Manager everyday brand touchpoints. Card and card packaging designers see a change taking place in Lynn McCullough [email protected] the industry toward developing better working relationships with each other to better serve Managing Editor their clients, and would prefer working together to be more of the norm than the exception. Jennifer Kohlhepp [email protected] As A-to-A Studios Creative Director Adam Wahler states in the article on page 18, “Creating Communications Manager a team of industrial designers, material experts and smaller secure manufacturers will be Anna Lopez-Cifelli the new normal. Operating in a leaner scenario gives us the opportunity to work closely in a [email protected] hands-on environment with like-minded issuers and manufacturers.” Marketing Manager Kelsey Tweedly ICMA gives member companies big and small the opportunity to network and develop strong Membership Coordinator working relationships at our annual ICMA EXPO, and we encourage you to connect with like- Nicole Lauzon [email protected] minded card industry professionals there to bring added value to your company’s offerings. Project/Advertising Sales Manager Join your industry peers at our next EXPO, Historic Success, Embracing the Future, from Diane Webster-Sweeney [email protected] March 29 to April 1, 2020 at the Saddlebrook Resort in Tampa, Florida. For more information and to register, visit ICMAEXPO.com. It’s time to open doors, collaborate and embrace new Public Relations Director Ken Hitchner growth in our industry! Public Relations Manager Kimberly Tjoumakaris [email protected] Social Media Specialist from the ICMA staff Kelly Potts Creative Director Dave Sherwood Enhance Your Engagement in ICMA Founder Emeritus/Industry Advisor | By Kelly Potts Albert J. Vrancart [email protected] Social media is a dynamic vehicle for communication. ICMA maintains TELEPHONE three social media channels where you can learn about association, 1-609-799-4900 member and industry news in real-time; fi nd answers to questions about WEBSITE ICMA and read content relative and helpful to your card industry business. ICMA.com We share industry articles from outside sources but more importantly, our E-MAIL [email protected] weekly updates include ICMA blog posts, Card Manufacturing magazine articles, upcoming events and webinars, as well as information about ICMA training opportunities, membership benefi ts and the Élan Awards of Excellence. • Stay up-to-date on the latest ICMA news and blog posts, member updates and industry trends with us on Twitter @ICMATweets. Card Manufacturing™ publishes information for the benefit of its • Don’t miss out on upcoming webinars, events and more from ICMA by following us on members and readers. The sponsor, International Card Manufacturers LinkedIn @International Card Manufacturers Association. Association (ICMA), the publisher and the editors of Card Manufacturing™ • Tune in to the latest updates from ICMA headquarters and member company updates on cannot be held liable for changes, Facebook @ICMAGlobal. revisions or inaccuracies contained in the material published. For more Like, tag, share and comment but most of all come enhance your membership in the ICMA detailed information on the products, programs, services or policies community by joining us on our social media channels today. covered in Card Manufacturing™, it is recommended readers contact the appropriate person, company, agency or industry group. ICMA.com 3 contents VOLUME 29 • NUMBER 5 OCTOBER 2019 ICMA.com 6 8 22 RECURRING SECTIONS FEATURES 3 Founder/Executive Card Design Creativity Packaging: It’s All About 6 12the Brand Director’s Message The door is open for creative solutions that will “bind” the card to the card- Card Packaging has been evolving holder, thus providing the issuer with of late as issuers realize their brand 14 EXPO News an improved “top of wallet” usage. story is unfolding across all customer touch points. | By David Tushie, Magellen Consulting, ICMA 26 CardTrex Update Standards and Technical Representative | By Jennifer Kohlhepp, ICMA, Managing Editor Packaging: A Powerful Marketing Metal Premium Credit 28 Industry News 8 Tool, Personal Billboard 22Cards Gain Market Share Around World Packaging gives brands the potential 29 ACE News to reach far beyond their own sphere Many issuers have launched metal of infl uence. card programs after taking note of the marketplace for prestigious | By Dane Whitehurst, Burgopak Ltd., products and the potential for 30 Member Creative Director & Product News expanding its affluent market. | By Jon Wilk, CompoSecure LLC, CEO THE SPOTLIGHT IS ON ICMA’S DIAMOND, PLATINUM AND GOLD MEMBERS These suppliers have committed to the highest level of support to ICMA activities in 2019. Diamond Level Platinum Level COVER STORY Gold Level 18 Designers’ New Medium: The Human Experience Card design has evolved from the use of colorful graphics for visual appeal to creating an overall aesthetic and feel that provides the user with an impressive experience. | By Jennifer Kohlhepp, ICMA, Managing Editor 4 CARD MANUFACTURING | OCTOBER 2019 contents industry standards CARD DESIGN CREATIVITY David Tushie – Magellan Consulting, Inc., ICMA Standards and Technical Representative Creativity, as some have defined it, is The door was open to creative solutions of marketing changes including print the act of turning new and imaginative that would enhance “binding” the card location flexibility for landscape ori- ideas into reality. Creativity is charac- to the cardholder and thus providing entation cards. Lessons learned from terized by the ability to perceive the the issuer with an improved position in gift card marketing may be useful in world in new ways, to find hidden the greatly desired “top of wallet” card having the card design sell itself to patterns, to make connections between usage. Metal cards were one answer the cardholder in the ballot for usage seemingly unrelated phenomena and to this binding objective. Card manu- preference in the wallet. to generate solutions. facturers invested millions of dollars Another area open for a creative in new production equipment and In the early years of financial transaction solution is stronger, secure cardholder processes that were required to manu- cards, manufacturers held creativity authentication. Is the person presenting facture these cards in volume. While in check as the brands defined the the card the rightful owner of the metal cards will never be a universal “standard” card parameters that were account? Fingerprints and facial im- solution, other paths to improving the permitted for use on their cards. These ages are the two leading technologies card-to-issuer relationship have been parameters were developed in their offering solutions to this approved and implemented. Adding laboratories and ratified and published an alternative card image orientation by the ANSI/INCITS and ISO Standards from landscape to portrait enables committees. The type and location improved cardholder readability for of cardholder data for instance was online and other “card-not-present” specified for uniformity and machine transactions. To make this readability, not for any marketing happen, card personal- advantage. Everyone was happy with ization printing must this arrangement and there were no move from emboss- problems that required a creative solu- ing to flat card tion. Then along came gift cards. For printing. Once a the first time, a card and its packaging card manu- material had to not just provide access facturer has to funds, but to sell themselves directly flat card off the J-hook in a retail marketplace. digital Card marketing was promoted to the printing, it driver’s seat making changes in the look can em- and feel of the product. For every idea brace all that proposed a better marketing solu- manners tion, the question came back, why not? 6 CARD MANUFACTURING | OCTOBER 2019 issue. Work being done by smartphone have access to sufficient power to Under the right set of circumstances, CARD DESIGN CREATIVITY manufacturers can speed up the complete the secure transaction. This it can also provide overt identification. development of these opportunities. is a rather simple problem for contact Any market that promises huge Different from the smartphone applica- chip cards that will be powered by the volumes attracts attention, and tion, a card-based solution requires application’s terminal. However, for serious attention can be projected to the sensors to physically fit within the financial cards the emphasis for new facial recognition technology. Face ID body of the standard card. Several technology cards is contactless or radio technology from a major smartphone years ago, fingerprint sensors were too frequency (RF) cards. All contactless manufacturer is available in its latest thick to fit within the body of the ID-1 cards get their operating power by models. Converting this technology card. To accommodate this physical converting the RF signal power to DC into a chip set that can be mounted limitation, the ISO Standards commit- in the card.
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