Tactile finishes, iridescent inks and simpler layouts are shaping the card design conversations Aubrey Collins has with clients. For manufacturers, those choices raise a practical question: How can customers evaluate a design when a flat proof cannot fully convey the finished card?
At CardTREX 2026, Collins, Senior Production Graphic Designer at CPI Card Group, explored that question in “Visualizing Innovation: Card & Packaging Trends.” Her presentation showed how 3D visualization can make materials and finishes easier to understand while connecting design exploration with production capabilities.
“You can have the coolest specialty ink that anybody has ever seen, but trying to describe that over a phone call or email is nearly impossible,” Collins said.
Tactile Finishes and Premium Materials
Collins described interest in cards that engage more than the eye. Raised finishes add texture, reflective surfaces respond to light and heavier materials can reinforce a premium feel.
One example combined foil with a screen-printed iridescent ink to create a glowing effect. Such combinations illustrate why artwork alone cannot tell the whole design story. The interaction between the substrate, ink and surface treatment helps determine how the card looks and feels.
For manufacturers and suppliers, showing those relationships can help customers understand the possibilities within a proposed design.
Simpler Card Layouts Give Branding More Space
Distinctive finishes are appearing alongside a preference for cleaner layouts.
“We’re also seeing very simplistic designs,” Collins said.
She described card fronts that emphasize the financial institution’s branding, with personalization and other customer information moved to the back. Removing unnecessary visual elements gives that branding more space.
Collins also connected simpler layouts with opportunities to standardize templates, giving production teams fewer variations to manage while maintaining each customer’s brand identity.
3D Visualization Makes Card Proofs Easier to Understand
Traditional production proofs can be confusing to customers unfamiliar with manufacturing conventions. A spot color indicating white ink or a gloss treatment, for example, might be mistaken for a color that will appear on the finished card.
“Let’s show our clients their cards before we ever make it to production,” Collins said. “Let’s build it in 3D.”
Her demonstration brought artwork, materials and surface effects together in a digital model. Rotating the card showed its appearance from different angles, while exploded views separated the layers to help explain its construction.
“As an educational tool, it has been absolutely phenomenal,” she said.
Connecting Card and Packaging Concepts with Production
Digital models also allow clients to compare alternatives, such as white stock, a dark core with a specialty treatment or a wood card. Collins described building digital materials around inks already in inventory, keeping the exploration connected to available production options.
CPI’s Innovation Gallery extended that discussion to cards paired with carriers. Viewing them together gives customers a way to consider how the card and packaging present the brand as a complete concept.
By making design options easier to evaluate, 3D visualization helps connect creative ideas with production decisions. Showing how finishes, materials and packaging work together gives customers a clearer understanding of the possibilities and helps them choose a direction before production begins.
Why ICMA Membership Matters
ICMA remains committed to empowering the global card manufacturing community by helping members lead, innovate and grow. Through a strategic combination of industry marketing support and professional development, ICMA equips organizations and individuals with the tools they need to stay competitive in a rapidly evolving marketplace.
ICMA’s professional development programs are designed to strengthen both technical expertise and leadership capability. Offerings such as on-demand Advanced Card Education (ACE) and the Card Industry Training & Education (CITE) initiative help professionals deepen their knowledge, while flagship events like the EXPO and CardTREX bring together industry leaders to learn, connect and explore emerging innovations.
Members who engage in ICMA’s education programs and events don’t just keep pace with change—they help shape it. From contributing thought leadership to Card Manufacturing magazine to earning industry recognition through the Élan Awards of Excellence, ICMA provides meaningful opportunities for members to elevate their visibility and influence.
For card industry professionals seeking to stay informed, connected and future-ready, ICMA offers a clear path forward through education, exposure and community.
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