Context and Setting: Is the card for a birthday, graduation, retirement, or Mother's Day?
Audience: Is the card for someone who is turning eight or eighty; for a single parent working and attending school after hours; for a high school graduate; or for a mother, mother-in-law, or a grandmother?
Purpose: Should the card amuse, inspire, touch the heart? Should it be funny, sweet, inspirational, or sentimental?
Presentation/Format: Should the card be paper or electronic? Mailed or e-mailed? Musical?
If you consider carefully the situation, context, audience, purpose, and presentation, you are more likely to choose an appropriate card for the occasion and the recipient (Dean, 2008).