Payment card design has become a key differentiator for issuers aiming to drive top-of-wallet placement. Elements such as colored plastic cores, EMV chip customization, and card personalization techniques like flat printing or Braille impact visual appeal and usability. Despite the potential of features like colored magnetic stripes and custom chip shapes, most issuers still default to traditional options like black stripes and standard materials. Design choices also affect card durability, with dark colors and novel materials posing quality risks. Final approval involves marketing, product, and executive teams to ensure brand alignment.

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