“Get the card, get the fashion.” “Enjoy our famous cash prices on credit.” “Like it? Charge it? Wear it tonight.” “All the credit you need for yourself, for you family, for fashion, for fun.” “The Credit Card that gives you more of what you want!” “Do more of the things you enjoy and get more of the things you need for much, much less.” “Experience hassle-free shopping.”
The list goes on, but my all-time favourite…
“PLASTIC, YOUR SHOPPING PARTNER FOR LIFE”
“I take plastic to be my beloved shopping partner. To have and to purchase. To love and to cherish. In sales and in full price. For better outfits and wicked wardrobes. Till shopping hours do us part. GET HITCHED TO PLASTIC.”
Credit Application Forms are such functional store/customer documents, which need to be completed in order to discover your “fashion freedom”. All kinds of offers and promises are made, so customers can take one and apply in-store.
They are designed by agencies and studios to fit in with the store identity and brand personality. I myself have designed a couple over the years, but today the most interesting and original application form I collected is larger than the standard DL size leaflet, brighter than the mostly black and grey forms, printed on a ‘matt ‘ stock instead of the standard ‘gloss’ and was filled with ‘kitchly’ interesting images and the message mentioned above.
It is definitely the leader of the pack, when placed alongside all the other application forms. I don’t think it makes a difference in the larger scheme of things, because customers don’t apply for credit because of the design of application forms. I just liked the different approach to mostly dull application forms. It just goes to show that no element should be regarded as a mere formality, but that one can go the extra mile to ensure every element reflects your personality and brand attributes. Indeed, fun can still be had on every element, to ensure the store’s image and strengths are carried throughout the entire retail experience.
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