By: Joe Chalmers, Vice President of Market Development
The card production process is more than an operational task—it’s an opportunity to reinforce your brand, improve customer experience, and influence cardholder behavior.
Too often, businesses treat card production as a backend step—just another box to check to get their program off the ground. But there’s more to it. Every detail, from card design to materials to packaging, plays a role in how cardholders perceive your brand, and how often they choose to use your card.
That doesn’t mean every program needs to rely on premium materials or high-cost upgrades. What many issuers don’t realize is that, from a card production standpoint, they have more tools than ever to shape how their programs look, feel, and perform.
Let’s take a closer look at why the entire card experience matters, what’s possible today, and how card production can be a key lever in the push for that all-important top-of-wallet position.
The link between cardholder experience and top-of-wallet performance
Many issuers overlook certain elements of card production—or simply don’t know what’s possible. But a well-executed card production plan can really elevate the customer experience. From the moment customers receive the card, every detail—including look, feel, and durability—shapes how your brand is perceived.
It starts with the packaging. This might seem like a minor detail, but it’s the first physical interaction a customer has with your brand. A well-designed, branded, and personalized carrier showcases the quality of your program right from the start.
The card itself is just as important. It’s what your customer sees and ideally uses regularly. The design, color accuracy, materials, and finish all influence how well your card reflects the overall brand experience.
All of these factors play an important role in shaping cardholder behavior. The race to be top of wallet—the card consumers default to for everyday spending—is more competitive than ever. Nearly 8 in 10 U.S. consumers have multiple credit cards, but the majority of spending happens on just one. On average, people spend about $2,000 a month on their go-to card—while their second and third choices see significantly less activity, at $1,200 and $900, respectively.
While a variety of factors contribute to earning that top-of-wallet status, brands can’t afford to overlook the entire card program experience, specifically card production. A card that is well designed, memorable and durable can go a long way.
More than the basics: Rethink what your card program can deliver with Arroweye on-demand card production and personalization
Many brands come to our team expecting the basics—a white card core, a plain carrier, and limited design choices. But once they discover what’s possible, they see a much bigger opportunity to enhance their card program and drive meaningful results.
Arroweye’s on-demand card production and dynamic printing and personalization capabilities use state-of-the-art production technology to bring brands to life and unlock new possibilities. Here is a snapshot of what’s possible:
1. Card materials and finishes that bring your brand to life
The card is something customers carry, see, and use regularly, which means the look and feel can leave a lasting impression. Choosing the right materials and finishes helps your card stand out and reinforces your brand every time it’s used.
Don’t assume you’re limited to standard white card stock. Arroweye offers a range of finishes, textures, and materials, which are supported by our on-demand production model. A few examples:
- Textured finishes like silk matte or coarse matte give the card a more premium, tactile feel
- Full-face foil or foil stamp can highlight logos or brand elements without requiring a metal card
- Gloss finishes are ideal for designs with vibrant colors or fine details
Remember that you don’t always need a big budget to add premium touches. Options like foil and texture are often more affordable than you might expect.
2. Packaging that makes an impression
It’s easy to focus on the card itself, but the packaging deserves just as much attention.
And you’re not limited to a standard letter carrier. At Arroweye, we offer flexible carrier formats that help your brand and your card stand out:
- Bifold carriers – A one-of-a-kind, greeting card–style format that elevates the first impression and brings your brand to life
- 8.5×11″ letter carriers – These are anything but basic. The carriers can support up to four pages (front and back) of personalized content—ideal for programs with more to communicate.
3. Personalization that sets your program apart
Every card program has its own specifications, and every customer has their own requirements—and your card production strategy should reflect that.
Brands that personalize every card down to the individual cardholder’s exact profile see better results. And you don’t have to compromise on quality to deliver a hyper-personalized card experience. Our patented digital printing process is unique in the industry, as it embeds all personalization elements beneath the laminate for stronger protection and longer card life.
The same personalization applies to carriers, with our printing allowing brands to deliver something different on every single card carrier so you can tailor your message or design to match the customer, offer, or product. The ability to personalize each element of the experience adds another layer of impact to your program.
From possibility to production—fast
The key takeaway is this: card production plays a bigger role than most realize, and today’s issuers have more options than ever to take their programs up a level.
All of this is made possible by Arroweye’s unique on-demand production model. But the value isn’t just in what we can do—it’s in how we do it. If you have a design in mind, we can bring it to life as a sample. Want to see the process firsthand? We’ll show you how it works with a behind-the-scenes tour. Our team is here to help you explore every possibility.
Beyond design, on-demand also gives you something just as important: program flexibility. We know priorities and market factors are constantly shifting, and nobody wants to lose time waiting days or weeks to make important changes to your card materials or design. Whether you’re testing a new offer, updating branding, or adjusting compliance language, it can all be done quickly without creating waste.
And we don’t just move fast. We help you launch fast. We can take your idea from concept to production in days, not months.
Let us show you what’s possible with Arroweye and how easy it is to bring your next card program to life to help elevate your brand, the customer experience, and compete for that top of wallet position.
