by Nancy Haberman

Recently I assisted a colleague who was learning the finer points of Adobe Illustrator’s pen tool. Our goal was to create images that would adorn products related to the sea. The resulting artwork of a seahorse was intricate and stunning, and a discussion followed about using it on a greeting card.

Commercial greeting card publishers have forever pushed the envelope when it comes to greeting card presentation techniques, relying heavily on high end print and print finishing processes. While holographic and lenticular printing are too pricey for the average working artist and crafter, other finishes like die cutting, embossing and engraving are now within reach of those willing to invest in new desktop equipment and take the time to learn how to use it.

The desktop publishing revolution turned artists and crafters into self-publishers. Fast forward 25 years later, and a trip to Border’s, Target or any greeting card store reveals that it takes more to excite the eye of a card buyer in 2010 than cheap two-dimensional Photoshop effects, long ago passé. Continue reading →