Sometimes things that seem like they should be intuitive turn out to be anything but. Basic design is one of those things. People rarely read articles titled How to Design a Business Card, because they assume that it’s easy to figure out. Unfortunately, this is why we come across so many poorly designed cards.
It is not necessarily difficult to design a business card that looks alright. But that doesn’t mean that it’s effective. Think of your business card like a mini billboard for your business. Design your billboard well and customers will respond the way you want them too. Design it poorly and you’re really just wasting trees.
So without further ado, BIZBuzz gives you the ins and outs of designing the perfect business card.
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1. Make Your Business Card Easy to Read
Make sure that your business card clearly shows the name of your business. Have you even gotten a business card and had to scan through it just to find the name of the company? Frankly, some people just aren’t willing to make the effort. If the card does not make an instant impression, then they will never look at it again in most cases.
Remember that your business card has about a three second window. That’s about as much time as most people are willing to take to find the information they’re looking for. If they can’t find it in three seconds or less, chances are they will just move on.
As we said before, think of your business card as a mini billboard, rather than a mini brochure. If your prospect can’t get the information they need as they ‘drive by’, then chances are they’re not going to turn around for a second look.
Avoid cluttering your card with any unnecessary information. The more you put on your card, the greater the chance that the recipient is going to miss the important parts. The key parts are:
·       Company Name
·       Your Name
·       Title
·       Address
·       Phone / Fax Number
·       Email Address
·       Website
If your company has a tagline, it is usually customary to include this under the company name as well. Tread carefully once you have included this information, as anything else is probably not really necessary and it will likely only degrade the appearance of your card.
Include a Call to Action?
Depending on the nature of your business, there may be one more thing that you might consider including: a call to action. Generally this is in the form of an offer that’s exclusive to your card, such as “Present this card for a free _______â€. Make sure that your offer / call to action is clear and concise - again the three second rule. If you are going to use a call to action, consider placing it on the back of your card, keeping the front limited to more critical information.
If you’re wondering whether or not to have a call to action, the key point to consider is whom you will be giving your business cards to. Will you be giving your cards out to new prospects, or are you more likely to give them to existing customers. A call to action is usually much more effective for prospective customers rather than current ones. Many small business people will keep a supply of two different business cards, one for existing customers and one for new ones.
If you give a business card to an existing client, the reason is almost always to provide contact information. Existing customer (and new ones too) need to be able to quickly and easily find you phone number, address and website. This information should be clearly visible and should not be hidden among a sea of other information.
Headshots: Something to Avoid
People often figure that including a photo or “headshot†is a good way to personalize their business card and build a sense of trust with their clients. The problem is that in most cases, this actually hurts your card and your presentation of yourself as a whole as it is often seen as unprofessional.
When someone puts a headshot on their business card, they are counting on that photo eliciting a positive response from the recipient. The problem is that anything that could generate a positive response can also trigger a negative response.
Perhaps the most significant reason not to use a headshot is the most simple: it does not really serve any purpose. The standard parts of a business cards are there for a specific reason, such as communicating the name of your company, or providing contact information. The person you give your card to is likely to understand why you put your phone number on it. On the other hand, they may not understand the purpose of the photograph. If they don’t understand, then they have to form their own conclusions and their conclusions could be positive or they could be negative. It is best not to leave anything that the recipient has to interpret or discern.
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Your Company Logo
One graphic that you do want to include on your business card is your company’s logo. Deciding on your logo can be one of the most important decisions a company can make early on.
Far too many companies under-utilize their corporate logo by making it ambiguous or meaningless. At best, this is likely to confuse people. At worst, it will communicate a lack of seriousness or a sense of instability while also drawing attention away from the more important parts of your card.
The purpose of your logo is to build your brand image. Branding has become an indispensable part of marketing because your brand is what people remember when they think of your company. Branding consists of much more than just a good logo, but a poorly designed one will certainly get you started on the wrong foot.
Outdated or low quality clipart, logos, graphics and photos can create a lack of trust in your business. Customers may question your company’s stability or seriousness when confronted with inexpensive, low quality or outdated artwork and design. It is best to hire a qualified professional graphic artist/designer, or use designer quality template from a reputable printing company.
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Paper Types
The look and feel of your card can leave a lasting impression with your prospective customers, but that impression can be either positive or negative. Low quality printing and inexpensive paper can generate lack of credibility for your business. The basic problem is that most people have seen a well designed card at some point, and if yours doesn’t meet that standard, then they are likely to think less of your company as a whole.
Most professional business cards are printed on Premium Quality 80 to 110 lb white stock. Heavier paper looks and feels thicker, stronger and more ridged than lower quality substitutes, evoking a sense of quality that sends a subliminal message to the recipient.
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Printing at Home
Since small businesses are inherently cost conscious, some people attempt to save by creating their business cards on their home computer. We cannot say that it is impossible to create a high quality card from home, but it is generally not recommended.
Some vendors produce specialized papers exactly for this purpose. However, Just because Avery makes perforated business card paper doesn’t mean you should use it. Home made business cards very rarely generate the kind of quality that professional printing companies produce, and the difference is usually noticeable. Producing your business card at home can make it worse but will never make it better.
The greatest reason of all not to produce your cards at home is that it’s not really any cheaper. When you consider the cost of ink and specialty paper, you mine as well of just purchased your cards online. There are numerous online vendors that offer prices that are the same or less than you would spend printing your cards at home.
Ok, are you ready to create your business card yet? Visit Bizcard.com to get started. We hope this tutorial has been helpful.
Happy Bizcarding!