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Business Cards: 3.5 inches that really matter.

We all know that in today’s highly competitive business world, business cards are a necessity. They promote your product or service, they provide important information about your company, and they present the face and first impression of your business. It follows that the right design, is also just as essential.

Upon your first meeting, new or potential clients get their initial impression of your business through how you present yourself and the literature you provide. Inevitably, the first thing you have handy is a business card. Its design can enhance or devalue your company through how it’s perceived by others. For example, you’re out hunting for a new print house to do business with – you grab two cards from two different places, one is embossed and full colour on thick card stock, the other is single-sided, black & white and printed on cheap paper. Who would you call to setup a meeting?

When designing or re-designing your business card, strive for a great design that’ll stand out from the crowd. The following tips can help you achieve just that:

1. Properly reflect your type of business. Choose colours that match your business industry and style and ensure your company’s theme is projected. Is your company innovative? Formal? Personable? A formal black and white card is probably not the most effective theme for a company that sells toys, nor are bright, happy colours appropriate for those in the funeral industry.

2. Maintain your branding & identity. Your business card design should mimic or at least compliment your other marketing material, including your logo and your website. If they don’t all match up, you run the risk of marketing two very different looks to your customers. Not only is that confusing for your customers, it also reduces your brand recognition.

3. Choose appropriate card stock. Business cards are usually printed on 10pt (referred to as “10 point”) card stock, and most of the time they’re coated on both sides for added gloss. Going with a lighter or heavier stock is always an option and will help your card stand out, but you will end up paying more. If you choose to go this route, make sure you can justify the added cost.

4. Go with the standard size, 3.5” x 2”. Sure, an octagonal business card will stand out from the pack, but will it fit easily in your customer's wallet or rolodex? Understandably, if your business card is inconvenient, wasting the time of a potential client, you can consider your card binned. There may be rare instances where non-standard sizing works better... we just can't think of any.

5. Include only useful information: Your name, title, phone number, email, location, website and company logo are all useful. Be clear what your company does and make sure your business card communicates just that. Leave off info that will expire, like limited time offers. Design your business card with longevity in mind.

6. Fresh eyes. Your goal is to ensure your business card is a positive reflection of both you and your company and that it represents a strong product or service. If you already have business cards, and most of you probably do, take a good look at one of them now with a fresh set of eyes.

Do they work?

Remember, you only have a few seconds to make a first impression with your business card. Does your current design enhance or devalue your company through how it’s initially perceived?

Business cards may be a 'simple' piece of marketing material, but the importance of their design and aesthetic value cannot be overstated. While it does cost more to have a professional to design your card, the investment trumps anything you could do for free in Microsft Word or Paint. A professional graphic designer uses industry-specific software and is trained to develop a look that will effectively represent your company and resonate with your target audience.

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