Business Card Success

What essentially is a business card?

Why have one?

How long does it last?

These are questions that plague the mindset of a graphic designer every time he or she comes across such a project and as small business owners, the answers of which are vital to your success.

A business card in essence is simply put a card with contact details for you and your business.

It also has the potential to be a technologically advanced transformer delivering you with a galactic warrior of destruction and influence. Your business card can in some instances be the first point of contact with you and your business & therefore is susceptible to the typical ‘first impressions count' rule.

Now in most cases when the ‘first impression rule' kicks in the visual aspect reigns supreme.

• Logo: Is it easily identifiable?
• Typeface: Does it suit the type of business, attractive?
• Graphics: Are they well balanced? Supportive or over bearing? Appropriate?

In design white space and simplicity rule supreme as does a minimalist approach to layout design and use of graphics. Graphics & pictures are said to have the ability to speak a thousand words which is fine for an A4 sized flyer or poster and banner but not so for a business card. The only message you want the evil recipient to gain from any graphics is one of two.

Value & Envy! Now let me explain.

Value; in my experience I have found that the business card in more situations then not has a life span of approximately 6 - 8 seconds! You have a very small window with which to impress all the values you need to secure you a place in his wallet and or her purse. This is usually achieved by using an ideal layout customised to highlight specific things such as company logo, service etc. What ever you deem vital to your business.

The process of value in regards to a prospect has many steps a few of which I will also outline.

• 1. Your card is in the right place. (a coffee table in a popular café? A notice board in a popular restaurant, in your hand?)
• 2. Your card stands out from the crowd. (thanks either to an eye catching graphic, layout or color palette contrast...)
• 3. It's texture/ finish is of a high quality and inspiring.

Ultimately what we want to achieve is either delivering a service that appeals to the ‘prospect' and or inspire them with either design or texture that they value and ENVY. If they feel that the service is of value to them then they'll keep it, OR if they plain just like it and think hey I may just need this or it's a really nice card, then WHAM. In goes your card!

How many times have you simply grabbed something that you thought was really nice and that you could use for you and your business. Personally, I'm forever grabbing brochures/ business cards/ rack cards and anything else I can just to get ideas I can use for my own media. It might be for any reason from a nice font or image, layout or shape. More & more today I am seeing and designing business cards that embrace this mentality. Different shapes from the typical 90mm x 55mm size. Mini brochures the same size as a card, CD ROM cards, plastic credit card type cards, cards with foiling, die cuts it's endless what some people will do to stand out from the crowd!

Here is my advice.

White space is a luxury. Silence is golden.

With only 6 seconds test your card on friends. Ask them what the business name was? What did they do? Anything else that stood out?

Keep it simple silly!

I like my business card. The front boasts my logo. Assimilated into my logotype are three words. Web, Graphic & Multimedia. Within 2 seconds people know my business name and what I do. Flip the card and all they see are my contact details. Not complicated, simple. The catch though, I must say is that I have laminated the front of my card. This gives it added rigidity that adds a little value (touch sensitivity) as well as a nice shimmer besides the obvious fact that it protects my card.

Not all business cards are created equal with different cards targeting specific senses. Whether it be visual/ aesthetic and touch orientated all strive to do the same thing, maintain the lifespan of your business card and the prospect of gaining business in the near future.

An image speaks a thousand words, your business card too speaks a thousand words all about you and your business and all in about 6 - 8 seconds.