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The Art of Saying Hello – Good Business Card Design

ngd Agency Business Cards

ngd Agency Letterpress Business Cards With Edge Painting

First Impressions count, you may not like it but it’s a fact.

We’ve all been to business networking meetings and received a shocking business card. Maybe the type is to small to read, maybe it doesn’t tell you what they do so you have to write all over it to complete their job. Worst of all, maybe it’s printed on stock so thin you could swear you can see through it!

That is my bugbear. The man or woman at this point is pretty much going to have to say they’ve got Nobel Prizes in all six categories to salvage the first impression…

The simple fact is if they don’t value their company and it’s products, why should I? 

I would always recommend having your card printed on good quality card. You never know how many people it may get passed to in a large organisation. There is nothing worse than a dog-eared mangled card (apart from thin stock) again, what does that say about your business?

If their business card feels like it’s printed on toilet paper, unless they sell toilet paper, hot curries or an associated business it just gives off the wrong message.

Of late we like many other agencies have had clients wishing to trim budgets in these tough economic times. Some think compromising on stock is a good way of saving money.. it’s not! You can spend thousands of pounds with us designing your logo/branding/stationary (please form an orderly queue, details on my business card above) but to a certain extent it’s all wasted if it’s then printed on substandard stock. I can’t emphasise this enough. Luckily we were able to prove the benefits to these clients and all in hindsight have thanked us for pushing them on this issue.

Nowadays with face-to-face marketing becoming more important, the business card, your business card has to inform and standout among the many that’ll be picked up.

So below I’ve written about a few key elements for a good business card design. At the end of the day it’s information design, it’s guiding the eye through the hierarchy of details so the recipient can absorb the bit of information they want quickly.

So what makes a good business card.

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A good business card contains all the necessary information and is easy to read.

Over the years we’ve adapted our cards as times have changed, from obvious things like dropping our ISDN and FAX details to putting our social media information on the cards and QR codes.

We started off with a very designery (sic) minimal card, which just had our logo, name and telephone number on it. It looked great, it said we’re designers, it also demonstrated our craft but we soon had to start adding things. I think minimal cards are great or personal cards but if you’re a business it should offer the complete solution and reflect your business ideals/values, your brand at the same time.

With so many points of contact you could just have a single link on your card, forwarding recipients to a vCard single page site like my one here, but why make the recipient jump through hoops, just give them the information. Yes it means the Zen like white space we designers crave for is all but gone but it saves a load of emails and phone calls explaining your Twitter account and blog details, I can tell you!

We’ve also noticed over the years that if you become known for doing brochures or websites by a particular client more and more they just think thats all you do. More than once we’ve missed the opportunity to cross sell to clients as for some reason they didn’t think we designed leaflets as well as Newsletters or some such…  Again just give them the information. To quote Travis Dane in Under Siege 2: Dark Territory  Assumption is the mother of all F*CK UPS!

A good business card stands out from the others in the stack.

This is so true with networking meetings, just make sure whatever device you use it’s on-brand and not gimmicky. Ours are edge painted in fluorescent red for exactly this reason, even in a pack of business cards, ours can be found quickly. We stand out.

A good business card should reflect or demonstrate the business or individual.

Our key benefit is that we make our clients stand out from the competition. As a recipient of one of our cards said so eloquently:

“it explains exactly what you do and demonstrates it at the same time, what a great marketing tool”

A good business card gets a response.

See above. We’ve had client’s ask if they can take multiples, to show others. One said it was like receiving a little gift in comparison to other cards! I’ll take that everytime…

A good business card should be an extension of your brand

It should fit in with all your other marketing material. If you covered a table with all your leaflets, business cards and brochures along with those of other companies a client should be able to pick out all your material without reading a word, just by colour and design.

Again if that isn’t the case with your material, we should chat.

ngd Agency Business Cards

ngd Agency Letterpress Printed Business Cards

A good business card is well designed.

This is obvious but we still sees many out there that look like they’ve been printed from one of those vending machines you see in shopping mauls! If that’s you, you need help, we can help you, call us!

A good business card is well printed.

Again this is not an area to try to save money, all the money you’ve spent on design and stock is potentially wasted if you make the wrong choices here. We work with lots of printers for different requirements. Call us if you’d like us to control your print?

Conversely a poorly designed card well printed is still poorly designed.

Our cards were printed letterpress, a very old printing process which has remained more or less unchanged for centuries. The look and feel are unmistakable with the inked surface becoming debossed, giving the cards a real tactile quality.

They were printed on 700gsm stock by Glasgow Press and I thoroughly recommend them. Give Dan or Lorna a call (0141 237 3032) and feel the quality!

I hope you’ve found the information of use and would welcome any constructive comments or feedback.

I’ll end with a film clip that most designers know. It’s a very good adaptation from the passage in the book American Psycho by Bret Easton Ellis where the traders compare business cards. Art imitating life….  …The tasteful thickness of it.

Filed under: Branding, Business Advice, Design, marketing, QR Codes, social media, Typography, , , , ,

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