Artist Focus: A Chat with Christmas Card Designer Caroline Armstrong
Christmas is just weeks away, so what better time to cosy up and have a chat with greetings card designer Caroline Armstrong from Paper Dove? Caroline talks us through the things that inspire her art, her Christmas card design process and her favourite designs from this year’s collection.
Can you tell us a little bit about yourself?
I’m lucky enough to call the beautiful Northumberland coast my home, where I live with my husband and our two teenage children. With the sea just a walk away, bracing beach walks are part of daily life - and they never fail to inspire me.
How did you first get into designing greetings cards?
For the past 20 years, I’ve worked as a greetings card designer, after studying Textile Design at the University of Leeds. I was drawn to the print and illustration side of my degree, and card design felt like the perfect fit - endlessly creative, full of possibilities, and a chance to work with different techniques and materials every day. I was fortunate to find a role close to home, and I’ve been part of the Paper Dove team ever since.
What inspires your Christmas card designs the most?
Much of my inspiration comes from the countryside around the Tyne Valley. From birds and wildlife to seasonal changes - like heavy winter snow that instantly puts me in the festive spirit - nature is a constant source of ideas.
What tools and materials do you use most often in your work?
I work in many different media, though watercolour remains my go-to. Its versatility allows me to create delicate washes, bold strokes, and everything in between. Recently, I’ve been experimenting with Japanese calligraphy paper, using the way the paint naturally bleeds into the fibres to create soft, organic effects.
How do you keep your designs fresh and different from previous years?
I’m always on the lookout for sparks of inspiration. Whether it’s taking photos while out and about, visiting exhibitions (the RA Summer Exhibition is a favourite), or keeping up with high street trends, I love exploring new influences to keep my designs fresh.
Blackbird card, 'Season's greetings' card and Sleepy Hedgehog card are by Caroline Armstrong
Can you talk us through the process of designing a Christmas card?
My design process usually starts with gathering references, sketching out rough ideas, and then letting the artwork evolve on the page. I rarely know exactly how a design will look when I begin - part of the excitement comes from making decisions as I go and allowing the piece to take shape naturally.
Do you have a favourite Christmas card from this year’s designs?
One of my favourite designs from this year’s RSPB Christmas range is a watercolour Wren painted on Japanese calligraphy paper, and I’m excited to explore this style further.
Do you have any tips for aspiring Christmas card designers?
For anyone aspiring to design Christmas cards, my advice is simple: experiment fearlessly. Trying different techniques (and even making mistakes!) is an essential part of finding your own style. Over time, with practice, you’ll discover compositions and colour palettes that truly sing.
Do you still send Christmas cards during the festive season?
At Christmas, I always send my own designs to family and friends. I think they enjoy seeing what I’ve been working on over the year - and for me, it’s a lovely way to support the charities I collaborate with. I usually pick four or five favourites and match the design to the person I’m sending it to.
What projects are you working on/what’s next for you as an artist?
Designing cards is a constant journey, moving from one project to the next. Because the industry is so trend-driven, there’s always something new to explore, which keeps things exciting. Some of my designs have even found their way onto other products - an unexpected but rewarding way to see my work reach new audiences and grow my portfolio.
