Business cards are still right out there as one of the best forms of direct advertising. But with so much contact information available for any one individual these days, exactly what should you put on a business card or leave off? If you were to add a mobile number, email, Twitter, Facebook and WhatsApp, you would end up with a business card the size of an A4 piece of paper which rather defeats the object.
Read our handy guide on how to create just the right impression with something not much bigger than a matchbox.
• Be selective and choose what information you want to include – you won’t be able to fit in everything so pick your main two points of contact or, create a card especially for a particular conference or meeting. That way you can aim the detail you include specifically for that target audience
• Make sure the card doesn’t look cluttered or crowded – even if you drop information, some of your contact details may still be quite long and just not look right on a small, simple card. The impression is everything so far better to drop some detail rather than cram it in or, use a typeface which actually makes it too small to read
• Focus on font, colour and design because that is what makes the initial impact not the actual contact information which is usually of less interest to people on the first examination
• Use colour and image to convey that first impression. If your company sells swimming pools then blue with some sort of splash or wave effect will convey that effortlessly. Equally, fireworks with bright explosions of colour will leave the recipient in no doubt about what it is that you sell
• Have the logo as the most dominant feature on the card
• Ensure the information is legible – if you have used an exploding firework image on the front of the card then that isn’t going to work as a backdrop for text – it will get lost in the colour and be too hard to read
• If you are using colour then don’t use more than two or three colours – don’t allow the card design to become fussy or complicated
• Stand out with a plastic or laminated card a bit like a credit card or driving licence – if you are in the motor trade then you could use something resembling a numberplate design – the American styles are very popular or old-fashioned vintage plates with silver lettering on a black background. These business cards last much longer than card versions as well
• Use a non-traditional shape – this always gets attention – but don’t create something that won’t fit in a wallet or anywhere else otherwise you will simply encourage people to throw them away. Most people try and stick with a reasonably conventional rectangular shape even if they do vary it to fit in with their branding
• The texture is important – it can create interest but it is also an important part of creating that essential first impression. If a business card is made of a thin or inferior quality card then it really won’t last the course
• Pale shades are more easily legible than strong colours when it comes to reading wording or understanding logos or designs
• Thermography is a technique which creates the raised shiny print which is ultimately very readable and also tactile
• Business cards can be embossed or foil-stamped
Do some research amongst friends and colleagues and online and take a look at what other people are doing. There are some amazing designs out there. Take a look and review what you like and don’t like about different cards and which ideas would work or not work with your particular business.
The finished product must shout quality – it is a direct marketing tool, you won’t find anything more right up close and personal so don’t waste that chance to create a strong impression. Be prepared to review your business card regularly and make sure it is not developed as on offshoot to the rest of your stationery suite and branding; it should sit right at the heart of it.
Create different business cards for different sectors of your client base and different events but also maintain a constant theme. Keep your eyes open for new styles or techniques which you can use to refresh your cards and make sure they are current and vibrant. There is a huge amount of advice, guidance and inspiration online.
And for the finishing touch, why not treat yourself to a luxury case to carry your cards in? You really don’t want to hand over some creased, dog-eared offering to a potential hot business client. Storing business cards in your wallet can result in them looking tired and crumpled, not the impression you want to convey at the optimum moment. Choose from:-
• Smooth inlaid wood cases with a side opening hinge perfect for keeping cards flat and smooth and easy to extricate one when you need to
• There are soft leather options a bit like your wallet but designed just to carry the cards so they stay pristine and fresh
• Opt for leather and brushed steel which is a rigid container and will keep your business cards immaculate
• Engraved metal so in the style of those classic cigarette cases from the Art Deco era, so stylish, and these can be personalised with your initials or company logo
• Vintage solid silver, check out the hallmark for the year of manufacture and the maker
• There are also some lovely coloured metal cases out there, eye-catching and vibrant
Whether you are looking for something modern or antique to store your business cards, there is a huge choice available, perfect for completing that perfect impression when you encounter a new client or associate. A smart card case is a perfect partner for a well thought out and cleverly designed business card.