You make your Logo. Then we'll make everything match.
Business Card ABCs
by John Williams
Copyright 2007, John Williams
Many people overlook the value of having a professional business card that
accurately reflects your brand image…yet this small piece of paper can be an
important part of your collateral package. It often is the first item
prospects receive from you, so it your first opportunity to make a strong,
positive impression on them.
The preponderance of do-it-yourself online business card printing companies
is an interesting and somewhat troubling phenomenon. With limited
exceptions, it is fairly easy to spot an inexpensively produced card. When
you choose to "go cheap" on your business cards, what message does that send
to those with whom you wish to do business? Are you really doing yourself
any favors by missing out on the opportunity to start building a positive
brand image right from the start?
Design Tips
Tip #1: Enlist the help of a professional designer unless you have the
requisite skills to design your business card yourself. Ideally, this person
is also tasked with designing your other collateral (letterhead, brochures,
website, etc.), so it will be intuitive to
carry your brand image through from those pieces to your card.
Tip #2: Keep it simple. Business cards are typically just 3.5" x 2" (except
when they're not—see below), so you don't have too much space with which to
work. Don't make your logo too large, don't make the type too small to be
comfortably read, and don't be afraid to use white space.
Tip #3: Keep to the standard business card size…unless you are the
adventuresome type. There are things you can do to a 3.5" x 2" card to
differentiate yourself (e.g., rounded corners), but going with an unusual
shape can be tricky. A round card, for instance, is quite memorable, but it
certainly won't fit in standard business card holder devices. You must be
willing to trade convenience for memorability if you choose an
unconventional shape or size.
Content Tips
Tip #4: Be deliberate in choosing the information to appear on your card.
What's most important? Your name certainly needs to be there, along with the
name of your company (via your logo), your phone number and your e-mail
address. Space permitting, you can add your physical address, fax number,
mobile phone number, and company website address, if desired. Don't clutter
things up too much—as with the design, simpler and cleaner is always better.
Tip #5: Keep the back blank…or use it for non-critical information. How often will people see the back of your business card?
Traditional card storage modes assume that side is blank. If you do wish to put copy on it, be sure the information is of a supplemental
nature, e.g., your company's mission or tagline. While business cards should promote your brand identity, they should not be confused with
advertising.
The Bottom Line
Think about how you use other people's business cards when you make decisions regarding your own. Do you get frustrated when you can't
quickly find the information you need or the type is too small to read or printed in a font that's hard to decipher? Do cheaply produced
cards make you think less of the person or company represented? Does it take you a while to realize whose card it is, or what company
that person works for?
Don't make those same mistakes when designing your business card. Make sure it is a positive reflection of both you and your company,
and it mirrors your well-defined brand identity.
John Williams is president and founder of LogoYes.com, the world's first and largest DIY logo website. In his 25 years in advertising,
he has created brand standards for Fortune 100 companies like Mitsubishi and won numerous international awards for his design work.
