A lot of M&S cards are designed by Tigerprint - see blog post featuring some of their work.
The cards in M&S stand out to me from cards from other retailers as they look so unique, and one reason for this is the unusual shapes. Some are meant to hang rather than stand up, such as the bunting, and I think this adds to their quality and makes them seem like something you would keep rather than just throw away when the occasion is over. I could experiment with the different shapes my cards could be, as well as looking at things like print finishes.






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