They're Black and White and Red All Over
American Greetings Reveals Why Red Will Always Be Hot For Valentine's Day

CLEVELAND, Jan. 25 /PRNewswire/ -- Sometimes it's not what you say, but what color you say it in. Of course, American Greetings knows that red is the color associated with Valentine's Day, but this year's line of greeting cards grabs consumers' attention with the newest shade of red.

"This year's red is more intense than previous years and has a very warm feel," says Jennifer Shoff, a designer for the Valentine's Day line at American Greetings. Shoff is also a member of American Greetings Color Source Group which tracks and forecasts color trends for the company.

She explains that the warmer feel to the 2001 red reflects a consumer trend lending itself to the bold and attention-grabbing shades.

The Hispanic influence and its growing population is one reason Shoff believes the trend of red has shifted to the warmer hues. "The Hispanic culture is warm and the culture itself is popular now.

"Red is also a primary color and is pure pigment. People tend to be attracted to it for that reason." In addition, with red claiming a top spot among the trendiest colors for 2001, it's no surprise that it's everywhere you look this February from lips to nails to home decor to fashion.

Shoff adds that the entire line of American Greetings valentines uses the warm red hue. This year, hot pinks and fuchsia round out the other traditional shades. But she points out that there is a difference between the colors used in cards for a "significant other" and those for friendship. The same trend is also apparent with flowers. Florists have long used red roses to represent a true love, while pink is sent to a sweetheart.

Since red is the more passionate color and pink a bit subtler, the two colors are used for different card consumers, says Shoff. "Red and black are always the colors for the highly romantic cards," she added. "The lighter pinks are reserved for friendship messages." Popular accents to red and pink this year include trendy purples and silvers.

The power of red is evident in the many things it stands for in everyday life. Experts say the primary colors are the first that infants can see. The ruby, a precious gemstone with brilliant red color, was worn in China to promote long life. Red is also associated with fire and heat and the blood that runs through our veins and gives life.

According to American Greetings experts, red is the most emotional shade on the color spectrum. Love, celebration, passion and Valentine's Day go hand-in-hand. So the shade of red may change from year to year, but the color will always represent Valentine's Day.

American Greetings is the world's largest publicly held creator, manufacturer and distributor of greeting cards and social expression products. Its staff of artists, designers and writers comprises one of the largest creative departments in the world and helps consumers "say it best" by supplying more than 15,000 greeting card designs to retail outlets in nearly every English-speaking country. The company markets greeting cards under the brand names American Greetings, Forget Me Not, Carlton Cards and Gibson Greetings.

Business units include Balloon Zone, DateWorks calendars, Designers' Collection stationary, DesignWare party goods, GuildHouse candles, Learning Horizons educational products, Magnivision reading glasses, and Plus Mark seasonal gift wrap and boxed greetings. Headquartered in Cleveland, Ohio, American Greetings employs more than 21,000 associates around the world and drives more than $2 billion in annual sales. For more information on the company, visit http://www.americangreetings.com/ on the World Wide Web.