Membership card designs hold more weight than you might think. Compare, for example, a laminated membership ‘card’ made from paper versus a solid plastic card featuring colour and designs. Regardless of the scenario at hand, we know which card would make us feel like a more valued member of whichever group we’re part of. When it comes to membership cards, physical factors such as durability, personalisation, and design all contribute to professionalism and the cardholder’s sense of belonging.
With that in mind, here are three examples of membership card designs that are sure to make cardholders feel special and like they belong.
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Whichever group you’re part of, you’ll certainly feel more a part of it if your card is thematically linked. We’re talking colours and designs that extend from the group logo to the membership card in your wallet (or swinging from your lanyard—whatever floats your boat). For example, bank cards often mimic the colours and designs of their companies’ logos and general aesthetics. The Commonwealth Bank has cards featuring their logo, as well as shades of gold and black, and angular patterns that are similar to this design. When cardholders see their name fused with the thematically consistent card design, they feel a sense of belonging to that organisation.
Designs that KISS
…and by ‘KISS’, we mean ‘keep it simple, stupid’. Although we’ve hitherto emphasised colour and design, ensure not to go overboard. Every good designer knows the KISS principle and that balance is key. Just ask an interior designer and they will speak to the beauty of blank space. There is power in what is left unsaid.
Take a look at an Apple membership card, for example. This is the KISS principle objectified. It’s all white, save for the tap-to-pay chip, and features nothing else apart from a) the Apple logo and b) the cardholder’s name. This card is simple and virtually devoid of colour, and yet its consistency with Apple branding makes the cardholder feel like they’re part of the Apple world. This example proves that the understated is not to be underrated.
Cardholders are sure to feel special if they own a VIP card. The card doesn’t need to specify that the person is Very Important. However, cards of gold or with elegant designs speak to upper-class patronage or themes of wealth. Though not a membership card, Village Cinemas’ Gold Class voucher combines both these features. A black card with gold writing, this is your literal ticket to the cinematic equivalent of a first-class flight. By the design alone, recipients of this (albeit disposable) card expect nothing less than gourmet popcorn and fine-stemmed flutes of wine.
Even bank cards adopt the gold design. This colour alerts the customer to the fact that they are using premium, top-of-the-line services. Gold is the colour of winners, winners are Very Important People, and Very Important People get prioritised. Colour can make strong statements. It’s really as simple as that.
How does your membership card make you feel?
Membership cards evoke varying feelings of belonging. As a general rule, the more effort that was put into the design process, the more valued a member will feel. That’s not to say that a simple card (like the Apple card above) won’t win a customer over. A card made from a durable material with a smart design layout—however simple or ornate—will make a customer feel valued. The effort put into the design and printing process will speak for itself.