Here’s an intriguing question – can you name a digital technology that has the equivalent universality of a printed business card? Lots of digital technologies – smart phones, the electronic Rolodex, social media sites like LinkedIn – provide ways to access, organize and display the contact information found on a printed business card. But none offer the ease of exchange between any giver and any receiver as a printed business card.
A January 2014 survey by DesignCrowd.com of 1000 small businesses in the United States, United Kingdom and Australia revealed that 87% of respondents exchange business cards when meeting someone for the first time. Two-thirds of respondents said they subsequently enter the business card information into a smart phone or Rolodex. So even though the contact information may ultimately be transferred to a digital format, the printed business card is still the best way to get information into the hands of a customer or prospect.
The business card appearance
Besides being a very efficient way to provide contact information, today’s business card is part of the business or organization’s brand strategy. This makes it imperative that the business card design match all other printed materials and the company web site.
In face-to-face meetings, your business card may be the first time a customer or prospect sees your company’s visual image. To make the best impression, the card needs to be of high quality in all aspects – tactile feel (i.e. the quality of the paper); design elements (layout, typography, color palette); and readability (font size, font styles, color of type).
A standard business card measures 2 inches x 3½ inches and should be printed on a heavy card stock. If you intend to write notes on the back of the card, be sure that side does not have a coating, either on the paper itself or one applied after printing (unless the coating explicitly accepts ink, called pencil receptive aqueous coating.)
Other options for business cards include foldover, under- or over-sized, portrait rather than landscape orientation, die cut in shapes besides rectangular, and printed on unusual substrates (such as wood or metal). These have been touted as a way to be memorable or to create a conversation. But a recipient who uses a digital organization system will transfer the information then toss the card, negating its long-term impact. Other people find that bulky or odd-shaped cards don’t fit well in a manual filing system and may discard them.
Business card content
The essential information to include on a business card is still the same: logo and name of company or organization, name of individual, physical or mailing address and phone number. Technology has also made these elements essential: company web page URL, individual’s e-mail address and mobile phone number.
Optional elements include additional phone numbers, FAX number, social media links, company or organization tag line, the individual’s job title or position and a photograph. As a guideline, group information about the individual together (name, job title, direct or mobile phone number, e-mail address).
Trends in business card design and content
As business cards move from conveying contact information to becoming part of a company or organization’s brand identity, new trends are emerging. Here are a few to consider:
• Branding. The company logo, tag line or brand promise, typography and color palette have assumed much greater importance. With so many customers and prospects investigating potential vendors by visiting web sites and social media profiles, it is critical that the visual impression be consistent from print to digital. For an established company that has recently established or updated a web site, there could be a serious discrepancy between the new image and what appears on the business card.
• Simplicity. Business cards are moving toward a minimalist design – clean, strong lines; clear, legible fonts (reminiscent of those used on web sites); solid blocks of color and creative use of typography. Avoid a business card that is packed with information, images and using too many colors.
• More simplicity. Because company details can easily be accessed at the web site with any electronic device, it is no longer crucial to explain the business or the products and services offered. More important is the individual’s information – name, title, direct or mobile phone number and e-mail address.
• Two-sided printing. Today there is so much information and so many images to include on a business card that there may not be enough room on the face. To keep the front side of the card clean and simple, put information of secondary importance on the reverse.
• QR codes. The trend in using QR codes on business cards is not clear. QR codes have not proved to be the digital marketing tool they were once thought to be, and there is some evidence that they may be replaced by image recognition technology. If you do use a QR code on the business card, be sure it goes to the right landing page – such as an About page with a video or a form to complete to request more information.
Given the importance of business cards in brand identity, the trend toward simplicity, and the need to incorporate a large amount of content, it is prudent to have business cards (and accompanying business stationery such as letterheads and envelopes) professionally designed. A designer will skillfully use typography and color to manage the business card content, emphasizing what is most important while keeping the content legible and the business card uncluttered.
The same concept applies to having business cards professionally printed. Both offset and digital printing provide a wider choice of business card stock than can be printed on a desktop printer. After printing, the cards will be precision-cut with a guillotine-style cutter so all will be precisely the same size and straight. In addition, a professional printer can offer high-quality additional services such as foil stamping, blind embossing and die cutting.
Effective use of business cards
The best way to use your business cards is to get them in circulation. Keep cards with you all the time, not just during business hours so you can give them out as appropriate in both business and personal settings. Keep a supply in your car, home and office so you can replenish as needed. Reorder in enough time to avoid running out of cards. Here are some other ideas:
• Include a business card in correspondence or when shipping a package. It will identify you even before the recipient reads the letter or opens the package.
• When making contact with a prospect or potential customer, ask to trade business cards. If you receive a business card as well as providing one, you will gain control of the follow up actions.
• When presenting a business card, jot something on it to remind the person of your conversation or where you met. If someone asks you for a piece of paper to write a note, offer a business card.
We are business card experts
We have been printing business cards ever since we opened for business in 1972 – since before there was do-it-yourself desktop publishing and online business card printers. Depending on the design of your business cards and your budget, we can print the cards in a number of ways. We can also design, refresh or redesign your business cards to reflect current trends. For more information on how we can help you make your business cards effective, contact Dennis Smith at 254-773-7391 or dennis@papergraphicsltd.com.
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