Inside, at first there is a massive amount of text explaining the terms and conditions, rebate redemption, points redemption programme and built in insurance. All of the explanations are laid out in bullet points and I think it is fairly well laid out knowing that all the information must be given to the customer applying for the card. The terms and conditions section, however, is explained again in more detail at the back of the form. I think this should have been done in the first place which would have provided more space inside the form for other purposes.
Followed by the policy explanations are a series of pictures of things a J-card member is likely to be rewarded with. All of them are emphasised by a bright orange heading followed by a brief explanation about how the gifts may be obtained.
Finally, the personal profile section asks for information such as Name, IC and Passport number, nationality, birth date, sex and address. Then there is also a small section asking for which shopping areas the customer likes most, details of the customer’s profession and monthly income. I think that the form provides too little space for the customer’s convenience.
Now, to conclude my examination on this specific form I’d like to mention that it is not well presented nor well laid out and there is too little space for people to write their names. As mentioned earlier the form is not very attractive. The designer has managed to set out the facts clearly so the applicant knows what exactly is asked from him. Furthermore there has been an effective usage of extended vocabulary, especially when explaining the terms and conditions of appliance to this bonus card.
J-Card Renewal Form
Just like the application form a lot of attention has been given to the slogan that heads this form. This time it reads “It’s time to renew your J-card”. The colour is of a fairly light green and the actual title “renewal form” is situated at the very top of the front page. Just like the previous application form, it is rather the slogan, which makes people stop and think and not the colouring (which is nothing of extravagant). The form is dull and not very attractive.
This form is much smaller than the application form and does not have any terms and conditions explained. What it does have is exactly the same page with the rewards the customers might get and exactly the same personal profile section where not one question has been altered or added.
Just like previously there is a lack of space for the customer’s convenience and a very dull presentation. Also, the form is not well laid out and presented.
Metrojaya
Metrojaya is similar to Jusco but of Malay origin. They have the same items in store and one can say that they are in concurrence. It is therefore interesting to see how Metrojaya laid out their forms in order to attract more attention and applicants.
Metrojaya Card Application Form
At a first glimpse, I can definitely say that it has been more successful in catching an applicant’s eye than the ones from Jusco. Already the front page has pictures around the border showing various items. Also, it is crowned with a close up photograph of the card that is advertised. Then, in bold red letters, there is a slogan, which is meant to attract the reader. It says “The card that takes your shopping further”. Further down the page there are sub-headings, which already give a brief introduction to the contents of the form.
When the form is opened, I must say that it immediately impresses me. If I was to apply to a shopping bonus card then I would definitely fall for Metrojaya. There are big white headings on a red background indicating what a costumer stands to gain from the use of this card. Also there is a table that briefly shows what a costumer gains when he/she has a certain number of points. Underneath, there is a brief explanation of how the points are awarded and a reference to a telephone number for more information. After that there is a very well laid out section where the applicant is supposed to fill out his personal profile where there is comparatively more space available than in the J-card application form.
The information that is asked from the applicant is basically the same as the one mentioned for the J-card above which was name, address, birth date, sex, nationality, religion, and profession details such as amount of monthly income. The information is very clearly set out and it is clear to the applicant what information is required off him/her. The form was also designed for the reader’s convenience with a moderate use of extended vocabulary.
In the back of the form there are the terms and conditions, which are set out in bullet points and furthermore are very well explained and clear. In addition there is a small section dedicated to the advertisement of some shops enclosed within the Metrojaya chain.
Overall, I think this form is very well presented and attractive however it lacks further explanations to how the card works. It really succeeds in attracting someone’s attention by its colourful attire. The information it contains and what the form requires the applicant to do is very clear and comprehensive. The layout of the various sections of the form is very good as well. The designer has accurately used different colours to emphasize the various importance of certain headings or slogans. I also think that the vocabulary used is appropriate because although professional it is not very demanding.
Citibank
Citibank Credit Card Application Form
Citibank is fairly popular in Malaysia. Their slogan “Citibank – Where money lives” can be found at the bottom of the form I managed to acquire. Personally, I think that their slogan is very strong and self-explanatory.
Inside there is a vast number of information arranged in a fairly clear way and presented in three languages. There is a section in Malay, Chinese and English. This, I think, has something to do with the fact that Malaysia is a multiracial country and presumably the establishment is trying to attract as many customers as possible by creating a form that is to their convenience.
The information asked from the applicant is personalised again and concentrates on things such as name, contact address and telephone/handphone number. Furthermore, Citibank asks for details about the applicant’s job and also about the monthly income of people, their marital status and whether their residence is owned or rented. Also, in case the applicant is married, the bank would like to know details about the spouse. Finally, the form asks for emergency contact details, the types of accounts the client has and there is also a section about the appliance for a supplementary card.
After the personal details are complete, the client is required to read a series of information and agreements and then sign a declaration. The bank has also added a section where their clients can apply for a card with photo-identification if preferred. It wants applicants to enclose documents such as a copy of the IC or passport, a copy of one’s international charge or credit card and the latest two months’ card charges statements.
At the back, there are the terms and conditions, which are explained briefly and the bank also provided a short section, which explains how the card works and where it can be used. Furthermore, and as a means of publicity and wanting to attract the public’s attention, the designer has enclosed a section where the bank is advertising the Handspring Visor Platinum, an electronic pocket size organiser. It is said that each new subscriber to the card will receive one free and people who already have a card can buy one at a special privilege price. This device is also included on the front page of the form where there is a picture showing a person using one and other persons looking at him with surprise.
To sum up I think that the form as a whole is fairly well laid out thinking of the vast array of information that is asked from the client. However, there is too little space for applicants to write down their personal information. In general, though, it has a fairly clear set out and it is easy to understand. The form indicates formality to some extent by
using extended but clear vocabulary. Just like in the Jusco and Metrojaya forms, the information it asks from the clients is rather personal but required in far more detail. The scale to which the form attracts attention is fairly high. The front page, along with the advertising in picture form is somehow eye catching and the fact that something can be received when applying to this card is very appealing to most people. Inside, however, formality’s presence can be strongly noticed.
Conclusion
When comparing all 4 forms I must consider the points I mentioned in the introduction.
- The scale to which the document attracts the attention of its audience
In terms of attracting attention the forms vary in their colours and formats. The Jusco
forms are dull in their designs and too colourful. Metrojaya and Citibank are by far the most appealing. In my opinion, Metrojaya’s form is more attractive than Citibank’s.
- The clearness of the set out of facts
When examining the clearness of the set out of facts all forms are set out well. The form, however, which in terms of style, presentation and layout of facts is best is Metrojaya’s form.
- Writing to impress (i.e. the usage of extended vocabulary)
All forms indicate some formality to a certain extent for they are addressing the public. However, the for which indicates most formality and uses most extended vocabulary is the Citibank form. This is, of course, because banks are in closer contact with their clients than shopping centres.
- What specific information is asked from the audience
Finally, all forms ask for the same information, which concentrates around a client’s personal profile. The form that requires most personal information is Citibank’s credit card application.
Overall the best forms in terms of layout, clearness, attractiveness and wording are the forms designed by Metrojaya and Citibank. I think that they are particularly successful in comparison with the Jusco forms and that they therefore have been able to attract more clients for the purpose of using credit cards. I would, however, prefer the Metrojaya form because the Citibank form is too overflowed with information. The layout of this form is therefore not as easy and vivid as the Metrojaya form.
If I was to write a form I would base it on the layout of Metrojaya which in terms of everything is still the best.
