Designing Your Business Card - The Basics

Last week, AMAXRA brought me in to run some training for their staff and consultant team. The topic was 'networking best practices', specifically around the best way to hand-off a business card. They're a sharp crew so we had a great time, and seeing their lights turn-on around the do's and dont's of this overlooked business development activity inspired all of us.

One of the team asked me, "Let's say I'm designing my card from scratch - what should I think about?" In that moment my answer was brief, but it's a great question (thanks Andrew!) worthy of it's own blog post.

Back in the twentieth century, a Polished Pro didn't need more than eleven words printed on a slip of medium-weight card stock to remain front-of-mind with their Pals, Allies, and Intimates. 

Things were simpler back then...

But today, unless you're the most eminent talent in your field, eleven words probably won't cut it. This card pre-dates the formation of Led Zeppelin (check out It Might Get Loud for the story of Mr. Page's years as a session musician), but even so it has a few design elements that work, even today:

• Black typeface on white stock: its easy to read, reproduces clearly, and says "I'm not interested in shenanigans"

• I know exactly what Mr. James Patrick Page is selling - no questions required

• The pitch "session guitarist" is a qualifying statement as well as a job description. If I don't know what that is, I'm probably not in the market for his services, which saves both parties time and energy.

• A large, sans-serif typeface that you could read from across the room.

And what about those of us

who aren't Living Legends - yet?

For those of us still working on our Living Legend status, here are some practical business card design guidelines and tips.

First: Less is More

• No glossy finishes. They're more expensive and are impossible to write notes on. And you want people noting things about about you on your card as often (and easily) as possible. 

• High-contrast is best. Your card must be easy to read - not just for humans but for photo-copying machines, scanners, and digitizers too. Stick with dark typeface on light paper stock.

• Leave the back of your card blank. This gives the recipient a place to take notes. They only standard exception is if you do business in countries that speak a different language and you need both sides to 'localize' the card.

• Don't have a logo? No problem! Think card first, logo later. You need a card and you don't need a logo, so don't let your logo-less state stop you from getting cards.

Then: Increasing Your Perceived Value

When questions of using fancy design elements come up, remember: stick with the basics until you've mastered them. Once you've mastered them, by all means consider all the possibilities for increasing your perceived value by including fancy design elements on your cards. These might include:

• Round the corners and other die-cut design elements. This could bump up the costs considerably, but it will be worth every penny if its on-message and helps keep you front of mind with your network.

• Print on unusual stock. Again, it must work with your brand and increase the likelihood that you'll remain front-of-mind or its just not worth it.

• Color or black and white? Both work, but the trick with color is to keep the design high-contrast. If you're not sure what that means then talk to some of your designer friends early in the process, and consider hiring someone whose work you admire.

• Add a compelling, on-brand message. When I was consulting in the field of Corporate Sustainability, I included my carbon footprint on my card. It was a great way to get a conversation started in the right direction, and it subtly reminded them who to turn to when questions came up around business and the environment.

• Go 3-D. One Dutch agency doesn't use business cards - their team hands out superhero action figures instead.

Concept into Action
Since this post is already about "what to do", I'll just leave you with a few more suggestions.

• Vistaprint.com might seem like a great deal, but you should also start building a relationship with a local, professional printer or print broker. As your business grows you'll have more print jobs than just your business cards - product labels, collateral material, sell sheets, one-sheets, or client deliverables all play into your showing up like a Polished Pro. Having a strong relationship with a great printer will save you time, energy, and money in the long run.

• Look at other professional's cards with a critical eye. When you see a design element that you really like, set that card aside in a 'brand development' file.

• If you've already got business cards and they break some of these guidelines, don't fret. Get started designing your next one as you use-up the current batch of cards that you're currently handing out.

 

Have you ever been given a card with a typo on it?

Or with contact information crossed-out?

Did that change your perception of the person who gave it to you?

As always, your comments are welcome.

See you there!

trainings and workshops

key terminology

find us on facebook