Quick – name the single marketing item most widely used by
businesses of all sizes. id you answer
business cards?
With business cards, we first begin to make an impression on the people who will eventually be our customers. Our
business cards establish an image for our organization and us and provide information about how we may be contacted. And all this is presented in a familiar form that is easy to store and retrieve.
If this makes a business card sound like a wonderful marketing tool, that's because it is! By using some creativity and a bit of unconventional thinking, you can proudly present a business card that both stands out and really markets you and your company.
The first decision:
Size A standard American business card measures 3.5 x 2 inches. This size fits conveniently into business card holders, protecting the cards before they are given out, and can be stored easily by the recipient in a business card binder or rotary file. Although using a non-standard size may tempt you as a way to present a memorable business card, do remember that your ultimate goal is to have the recipient store and later retrieve your business card. A standard size that can be stored in a standard fashion will accomplish this objective best.
The second decision:Information to include Since the ultimate purpose of a business card is to provide information about who you are and how you may be contacted, the basic information to include on your business card is the name and address of your company, your name and title, your phone and FAX numbers and your email address. You may also wish to include aids to help others remember your name, such as a phonetic spelling or a nickname in parentheses. When important for image, consider adding your professional or academic designations and affiliations.
In today's world of wireless communications, you may find that your company's toll-free phone number, your direct phone line, your cell phone number, your pager number and your home phone number may not all fit on the business card. Be prepared to decide which of
These options are most likely to lead to success for the person who wants to contact you, and omit the others.
The third decision:a logo The word logo is a shortened version of logotype, which originally meant an identifying symbol created from type. Today a logo can be created using art elements such as clip art, typefaces, photos, symbols, silhouettes, shapes and outlines, or a logo can be designed from scratch. But regardless of the method used to create the logo, there are a few basic rules that govern logo design. typefaces, photos, symbols, silhouettes, shapes and outlines, or a logo can be designed from scratch. But regardless of the method used to create the logo, there are a few basic rules that govern logo design.
The fourth decision: Design Good design communicates an idea and equally considers function and form. Good design is visually striking and conveys an impression. Good design separates your business card from others and provides a wow factor as you hand your card to another person.
In The Non-Designer's Design Book Robin Williams describes the four basic principles of design:
- Proximity, the grouping of like elements;
- Alignment, the visual connection of all elements;
- Repetition, the repeated use of visual elements; and
- Contrast, a marked difference between elements
When designing a business card, the most important elements are proximity, alignment and contrast. Using the principle of proximity means that related items appear physically close to each other, giving the reader a visual clue about the organization of the business card. Thus, information related to the company (address, toll free phone line, FAX, web address) should be grouped and proximate, while information about the individual (direct phone line, e-mail address)should be grouped and not in close proximity to the company information.
Following the principle of alignment, nothing is placed on the business card arbitrarily, and every item has visual connection with something else. Alignment is what unifies elements that are physically separated (following the principle of proximity) and creates organization. Alignment can be achieved by building the design on a grid.
Contrast adds visual interest to a
business card and also creates organizational hierarchy.
font with a bold san serif; light and dark ink colors.
The fifth decision: Color Introduce color into your business card with paper, ink or both. The psychology of color is a topic in itself; here is a brief summary:
Warm colors (red, orange, yellow, brown) evoke danger, power, passion, strength, blood and war. When used as an accent, warm colors can stimulate people to make quick decisions.
Cool colors (green, blue, purple) signify nature, life, new growth, energy, faith, money, royalty, richness, power and sensitivity. Blue is deemed therapeutic to the mind and body.
The color white connotes purity, clarity and cleanliness.
Notice that all the colors are associated with words. Use this information to select colors that elicit the emotional response consistent with the visual image of your logo. The combination of logo, design and color will create the truly unique business card you desire.
