Logo Design Articles

By Peter J. Patsula
A business card is a physical representation of your company. You need it so people you meet will have a convenient reference to consult if they wish to do business with you.
A business card, like the suit you wear or the briefcase you carry, often makes or breaks a client’s first impression of your company. If it doesn’t look professional, nor will you and your company.

FOUR FACTORS THAT CAN DETERMINE THE SUCCESS OF YOUR BUSINESS CARD

Does your card present an image your customer can relate to?

Is your name, phone number & address easy to read?

Does additional information you have specifically target the needs of customers?

Is your logo eye catching?

DESIGNING A BUSINESS CARD

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STEP 1
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Brainstorm for content. Write down everything you might want on your business card, including:

-your name
-title
-company name
-phone number (business/home)
-cell phone/beeper
-fax number
-email address
-URL
-toll free 800 number
-addresses (personal and/or business)
-company logo and company slogan
-education and/or other qualifications
-summary heading of products and/or services
-detailed product and/or services information
-special offers
-white space for handwritten product information
-eye catching graphics

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STEP 2
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Decide which information is essential and optional. Bear in mind that a common mistake is to try to cram every possible contact number onto your card.

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STEP 3
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Experiment with horizontal and vertical designs using your essential information. Look at all the business cards you have collected over the years and emulate the cards you like.

NAME - Your company name should stand out. Name recognition is everything in today’s business world. You want your name to be recognizable so when someone is looking for a business like yours, your company name pops into their memory.

FONTS - First and foremost, your business card must be legible. Use easy-to-read fonts in a size large enough for even grandpa to read. Try a 12 to 14 point font, perhaps bold, to help your company name stand out. For other information, try using a slightly different font style and use approximately a 10 or 11 point font. A 9 or 10 point font will usually work well with the rest of your card.

LOGOS - Your logo should be the largest element on the card. A logo helps to tie in with the rest of your printed stationery products and other marketing materials. If you don’t have a good logo, get one!

COLOR - White business cards are always a good choice. However, sometimes color can help your card stand out in the crowd. If your business markets toys for kids, you might try a card with bright, primary colors and words written in a child’s script. If you run a consulting service, stick to traditional looks such as black printing on a gray, beige or white background. Whatever color you choose it is essential that there is enough contrast between the text and the background. Blue ink or a dark blue background is hard on the eyes and greatly weakens the message of your card.

FOLDED FORMATS - Having folds neatly designed and well thought out, can turn an ordinary business card into a great mini-brochure. And don’t forget to make use of the back of your business card if you wish to summarize major services & product or give more detailed information. However, don’t get carried away. Print only what is necessary and useful to your client or customer.

CALENDARS AND CONVERSION CHARTS - Consider putting other information on the back of your business card, not directly related to your business, like a calendar or a metric/imperial conversion chart. This way, your card has a better chance of becoming a permanent part of some-one’s wallet or purse. Or consider adding a special offer or detachable coupon.

SPECIAL EFFECTS - Decide if you need raised lettering or gold embossing. If a special effect adds to your message, use it. If it is only for show, why bother with the added expense.

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STEP 4
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Print your cards.

COMPUTER PRINTING - If all you can afford are those tear-apart business cards that you can print on your home printer, use them until you get something better. As soon as you can though, use a professional printer.

CARDSTOCK - Don’t use a thin cardstock to save money. Use a regular or heavy cardstock. Business cards often get beat up in peoples pockets, purses and briefcases.

MORE BUSINESS CARD DESIGN TIPS

Coordinate your business card with your letterhead and other marketing materials to help build company recognition.

Simplicity and elegance are better than glitz. Don’t cram too much information on your card.

Don’t make your card an unusual shape. Follow the standard wallet size of 2×3.5 inches otherwise your business card will more likely be lost or worse yet discarded.

Stick to one or two colors.

Coordinate your printed marketing materials with your Internet marketing approach. Design your signature files and virtual cards files to coordinate well with your business card.

BUSINESS CARD ETIQUETTE

Don’t pass out cards during a meal. Leave your cards at home during social (as opposed to business networking) functions.

Don’t give your cards to senior executives or CEOs unless asked. Instead, ask for permission to contact his or her place of work, or mail him or her a card afterwards.

Always handle cards you receive with the respect. That’s their career your holding.

Study foreign usage, conventions, and customs.

Consider printing a two-sided card. On one side, print your contact information in English, and on the other, print it in the primary language of the other country. A photo is also a good idea since gender-specific first names are often not recognized in other countries.

Be creative when handing out your card. Offering your card with both hands, for example, creates an enormous psychological impact. Introduce yourself with your card. Use the back of your card to write notes. Sign your name (or a brief messsage) on the front of the card.