Encoding descriptions
There are two important definitions which describe the personalization of the card: The layout for the visible and the encoding description for the machine readable part of the medium.
The layouts are created by the CardDesigner. In most cases, this is done either from scratch or guided and inspired by provided samples, as it may be dictated by your corporate identity.
Creating the encoding descriptions is a more complex topic. Building a layout may be an intuitive matter just like using image drawing software. But creating a definition for encoding rules usually requires profound knowledge of chip encoding technologies.
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