An unusual red-and-black Valentine's Day card was such a hit last year that Hallmark Cards has brought it back for a repeat love-in this year.
Hallmark says Valentine V3305 was the best-selling card in virtually every U.S. city last year.
The cover is a picture of an open rose against a red-and-black design with the words, "For the one I love."
Inside, the card says, "Each time I see you, hold you, think of you, here's what I do ... I fall more deeply, madly, happily in love with you."
Veteran designer Marcia Meulengracht said she had to do some convincing to get Hallmark to use the somewhat non-traditional design, the Kansas City, Mo., company's Web site says.
University of Massachusetts Communications Professor Emily West said the card uses widely understood and shared imagery.
"While the text is very passionate and feels 'personal,' it is not limited to people in a certain kind of relationship and would have slightly different meanings for senders and recipients in various relationships," West said.