Baby Card
Here I have a very Christian-oriented greeting card rejoicing in the birth of a new baby. It has yellow background and a multi-stemmed branch that has more leaves than flowers. On the branch are three abstract birds: two adult size and one just noticeably smaller. The card seems to be primarily focused on the fact that a baby is God's "work of art." Yellow is a common neutral color that can look feminine when placed against blue and look masculine when placed against pink. The branch is as abstract as the birds and nest are, with flowers a kindergartener could draw. The alternate positioned dots covering the card, along with the squiggly-lined border on the right, give the image of wallpaper one would have in a nursery. It's peaceful, and gives the feeling of safety and security. The single bird on the inside brings tidings of peace, even tears to my eyes as I imagine the celebration of a friend who has in fact recently been due to give birth to a baby whose gender I know not just yet. Boy or girl, this card represents the innocence of all newborn babies.
While a baby would melt anyone's heart regardless of its sex, the sex of the baby for the card companies adds a personal touch and therefore would seem more likely to sell. Companies such as Hallmark or American greetings want to make the consumer feel like the card was written just for his or her friend or family member. I know first hand that if a card sparks an emotion, even tears, then a consumer is more likely to purchase that card. While greeting cards are a business and people are hoping to make money, those greeting cards were still created by real people with real feelings; how many employees have poured their heart and soul into creating those cards? I have no doubt that someone creating a card for a baby girl reminisces on a daughter, niece, or even a child of a friend's and derives the heartfelt words according to one's own cherished experiences.
For the consumer, the sex of a baby means more specific hopes and dreams for him or her. The parents want to know early on, will they be buying a prom dress or a tuxedo? Will the father be giving advice to a son on how to treat women or will he be sitting on the front porch with a shotgun when his daughter's first date arrives? One consumer sees a card for a baby girl decorated with pink lace and imagines how lovely her daughter will look at her first ballet recital. Another consumer sees a card for a baby boy filled with little soccer balls, footballs, and basketballs and then decides to shop for a mini jersey for Baby's first football game. For consumers, the more specific and the more personal a card is, the more that card nurtures that consumer's hopes for that baby's future.
