Admittedly this article was intended to be very in depth and cover all aspects of the business card; from it’s origin in the 1500’s, clear through to it’s various uses in modern business communication. After doing some research, the choice was made to narrow the scope and stick to the title… just the basics!
Anyone in business should know that one of the most important components of making a connection and eventually closing a sale, happens to be leaving a good impression with the customer. It is this “impression” that leads me to write about a one of my favorite handy little business tools… the business card.
Author’s note: This article is part of the “Making a Name For Yourself” series.
Long considered a staple of modern business, having a business card is one of the most important considerations for a company of any proportion. When properly used business cards can go a long way in helping to add credibility when making introductions. Not only does a it give you a way to help introduce yourself and your business to others, but the information printed on the card provides the means for prospective clients to contact you after the initial meeting.
Of course person to person contact is not the only value the business card can provide. In fact, there are a number of ways it can prove itself useful. As an example, this extremely versatile business tool can be left in case of someone’s absence as a reminder that you stopped by. Additionally, a stack of business cards can be left in high traffic areas or pinned to bulletin boards for passers by to grab as they wish. It is in these types of circumstances that having a well designed and attractive business card becomes absolutely imperative.
It is on that note that I’d like to share some of the key components of what I believe makes a great business card… and some strategies that can help make your card stand apart from the rest.
Size & Shape
The standard business card is rectangular in shape, with 3.5″ wide by 2″ tall being the most common size. This allows for the card to be designed either horizontally across the full width of the card (like a credit card) or vertically (2″ wide by 3.5″ tall). The orientation of the design is totally a matter of taste, but the horizontal option has several advantages in most circumstances. There are no hard and fast rules as to whether a one or double-sided card is better than the other; again it boils down to your taste and unique needs.
Even though the rectangular card is the norm, there is nothing saying you must conform to this size and shape. In fact, there are a number of entities that decide on adopting unusual cards of various shapes and sizes. This may include rounded corners, die cuts, or even cards in the shape of animals or objects. Although the benefits of having a business card of a unique size or shape are that it will certainly stand out from other cards, one of the the drawbacks is that they are typically much more expensive to produce. It should also be noted that a card of unusual shape can be difficult to store in a wallet, Rolodex or business card holder.
It’s All In The Materials
When designing a business card considerable thought should go into the type of material that the card will be printed on. Your typical business card is produced on medium weight card stock, but there are multiple options to consider. Examples of some alternative materials can be cardboard, wood, plastic, vellum or even fabric. Now-a-days your message can be printed on just about anything and having unusual business cards can be a great marketing ploy.
No matter what your business card is printed on, is important to take into consideration how the card is going to feel in your customer’s hand. If your card feels cheap or flimsy, it could be argued that your business card is sending a subliminal message about the perceived quality of the very business itself… so be careful. That being said, having a business card that is sturdy and of high quality can result in a positive reaction before the person handing it out even says a word!
Pick Sides
When the size, shape and feel of the business card has been finalized, it is time to consider what message to convey on the card itself. One of the first things to decide on is whether to print on just one side of the card (single sided), or utilize both sides of the card (double sided). Here at Manifest Creative, we like to maximize the benefits of the card by taking advantages of both sides. Initially it will cost a little more to produce, but we believe the benefits of a two sided card far outweigh the cost. We use this as a general rule, the exception being that sometimes the material the card is composed of might not allow the use of both sides.
Start With A Logo
The most important design element on a business card is of course the logo or brand of the company, service, or entity that the card is being used to represent. When used correctly a powerful logo can be recognized at a glance, and in general the rest of a card’s design is formatted around the placement of the logo. It is a key piece of business branding and in most cases should be the main focus of a business card.
Some key factors to consider when placing the logo on the card are:
- Make sure the logo is of good size and that it can be clearly read. It is important to pay special attention to colors and typefaces to make sure that your your message is conveyed clearly.
- Try to only use one logo on a business card, some people get carried away and add the logos of associations or even other business on their cards. Remember this is your business card… why advertise for someone else? You need to have the confidence that your business can stand on it’s own.
- Make the best use of the space provided. This means if you have a particularly wide logo, it would not make much sense to design you card vertically and vise-versa if your logo design is vertical in nature, you would limit it’s potential by placing it’s orientation horizontally.
- If you are designing a double sided card (highly recommended), make sure the logo is evident on both sides of the card.
- If a specific trademark, phrase or saying is associated with the logo, it is advised to include it in close proximity to the placement of the logo on the business card.
Now for the information
Once logo placement has been decided on, you can begin to decide what information you would like to provide on the card, and ultimately where the information will reside. Some common information that is utilized on most business cards consists of the following in relative order of importance:
- The name and title of the person the card is promoting.
- An address of either the business or person the card is portraying.
- The pertinent phone numbers of the party involved which might include a cellular phone, business phone, a fax number.
- If the person or business the card is promoting has a website (also highly recommended), it is no-brainer to include the web address or URL.
Additional Information
If you have the room available, we advise giving a brief description or list of the type of services the person or entity the card is being designed for can provide. This information should usually be clearly separate from the main information. Remember that it is important to keep this information to a minimum, as too much information on a business card can make the card graphically busy and difficult to read.
Inspect and Re-Inspect
Upon completing the design of a business card it can be tempting to quickly get the card printed and begin handing it out. We can’t stress enough the importance of looking the card over for errors several times before the project goes to print. Often in the excitement of getting the card finished it is easy to overlook even major errors. This can be a costly mistake, so make sure to get a few pairs of eyes to proof read your project before you even consider going to print.
The Printing Process
Once the design of the card has been extensively proof read and finalized, it is time to look at getting the cards printed. At this time you have a few options to choose from, and for your convenience we have outlined some of the main advantages and disadvantages of each.
Print Your Own: The most inexpensive route is printing the cards yourself with a high quality color printer and business card paper that is readily available at most office stores. Cost is the biggest advantage here, and this option also allows you to print in small increments with the flexibility to make adjustments and changes as necessary. The drawbacks are that the cards can often feel low quality and are fairly susceptible to damage and fading. They also have the tendency to wear out quickly and are easily torn.
Find a Printer: Although finding a local printer can sometimes be a hassle with getting pricing quotes and print deadlines, the end result is usually a rewarding experience. The benefits of using a local printer are that you can usually see and feel the texture and quality of the materials you will be printing on. Some printers even have the ability to add special customization to business cards such as embossing, raised ink, metallic coloring and foil stamping. It should also be noted that you will have a relatively high high degree over the control of your project and you will normally end up with a nice high quality card. The drawbacks are that there is usually a minimum number of cards to purchase (typically 500 or more), and this type of printing can be somewhat expensive.
Leave it to your Designer: Since most people will contract a graphic artist to design the business card, often the designer will handle the printing as well. This is usually the best choice because a graphic artist is familiar with the appropriate programs, terminology and requirements associated with professional printing projects. These designers are also aware of issues that might arise during printing. It is also important to note that most designers have affiliations or relationships with printers and can sometimes get special privileges or savings. Your graphic designer might also be resourceful enough to know of other printing options that can offer incredible savings and printing options that a local printer simply cannot match.
Here at Manifest Creative we obviously believe having a designer handle your print project is generally the best option. The only drawback being the associated cost involved, but even that expense usually becomes a moot point once it is realized how having someone who knows the printing process and who can handle all the details for you is worth. After factoring everything in, this option usually saves time, money and frustration.
Hand ‘Em Out
The best part of having your new business cards are handing them out and seeing the responses to your efforts. We recommend having stashes of your business cards everywhere. Try and remember to have at least a few on you at all times… keep some in your vehicle, keep a healthy stock of them in your purse or wallet, put some in a Ziploc baggie in your gym bag… you never know when you will need them!
Don’t be stingy with your cards… give them to your relatives, your friends, and to each and every new person you meet. Leave small stacks of your new cards at places that will allow it, and make sure to pin a few up on your favorite bulletin boards. Remember to be conscious of using your card as a tool as frequently as possible. After all, you never know where your next sale or important contact may come from, but if you have a business card with you when it happens… you will be ready when it does!
May we help you with a business card design?
During the life span of most companies, the business card will usually go through a handful of card designs. During this evolution it is important to take notice of things that worked well and things that perhaps did not. Every now and then try to ask someone to review your cards and listen carefully to what they have to say. These reviews will prove to be an incredibly valuable resource when it comes time for the next re-design.
Speaking of re-designs… or new designs… or any designs for that matter… feel free to give us a call to schedule a design consultation any time. Here at Manifest Creative, we would enjoy the opportunity to put these business card basics to work for you. We will do our very best to provide you with a stunning business card that when completed is ultimately anything but basic!
No comments on this post just yet.
You can be the first voice… Simply use the form below!