The science of greeting cards
Does that sound like an odd title? As card makers, we love to spread joy with our handcrafted creations; however, do we think about the science behind it all? I’m not referring to those fancy layouts we create and the mathematics of getting everything just so - but rather, the way our brains respond to receiving a card.
First, a little history. The tradition of sending greeting cards dates back to the 1400s to express celebration, comfort, and to send good wishes. Mass production of cards came along in the 1840s. Fast forward to today where the landscape has changed, but the sentiment remains the same. There are now “E-greetings” which are fast and convenient (especially when you find yourself late sending out your wishes), but they can’t replace the feeling of holding a card in your hand. As card makers who often have “swaps” or card exchanges, we never fail to be amazed at the talent of our fellow creators.
There’s a reason why we feel this emotion, and it’s all based in scientific fact. I like to call it the psychology of sending and receiving a special greeting.
The gist of the mechanism at work here is this - the limbic system of our brain engages a powerful emotional reaction when we open up a card. Studies show this reaction is more intense with a physical card as opposed to it’s digital counterparts. Why? It’s tactile and brings connection with the person who created and sent it. The effort is appreciated. A card can convey happiness, comfort, humor, inspiration, or hope. Social bonds are strengthened, both for the sender and recipient.
This in turn can reduce loneliness. Ready for some surprising tidbits of information? Whereas we tend to think of everything in digital terms these days, in 2023 the New York Post reported that younger adults including millinneals and Gen Z do appreciate a physical card over a digital one. In fact, millennials have outspent boomers on the purchase of cards, showing they value the connection a card brings. In 2022, 75 percent of cards purchased were “traditional” cards (not digital). In a world submersed in technology, that says a lot, don’t you think?
Loneliness is a real hurdle for many people. The power of reaching out and having that connection makes a big impact, whether to convey a celebration or a simple “thinking of you.” Reflecting on the loneliness created in the pandemic, think beyond that to those that are chronically isolated, such as in medical settings. Simply do an online or social media search for groups that are looking for cards to brighten their residents’ day. You can even drop off a collection of cards at your local nursing home. You can contact the facility, find out how may residents there are, and deliver some “paper hugs.” Churches have card ministries, too. There’s all sorts of options.
For those thinking about the eco-friendliness of e-cards versus a physical card, there are things you can do to recycle cards. Keep card fronts to use an another card, or write your sentiment on a pretty piece of paper so the person can pass along the entire card to someone else. In my swap groups, I like to write on the inside to wish the recipient a happy birthday, etc., knowing that other card makers will recycle or even keep just the front of the card - but in this way, they get a handwritten greeting too. And because cards are paper they of course can be recycled. Have a particular card that’s a favorite? Pick up a small frame to keep it in. Get a roll of twine and some tiny clothespins to attach cards to the twine and drape them across a doorway, TV stand, etc. in your home for display (you should see this house around Christmas!) Cards are little works of art to be shared, appreciated, and loved.
In the stamping world, there’s a concept to make simple and beautiful cards with paper, ink, and stamps. You would be surprised the creations you can come up with even on a minimal budget. Or perhaps you’re gifted in the sketching department or have the skill of calligraphy. The point is, there’s a lot of options.
So, cardmakers, keep on keeping on with your fabulous creations. The positive impact you make on the world is important. The next time you put a card in the mail, know that you make a difference, one greeting at a time.
