Effective Business Card Design

Article by Diana Ratliff

One of the most critical decisions you’ll make regarding your business card is whether or not to add non-text elements such as a photo, your logo or additional graphics. How do you decide whether words or pictures are more effective use of the limited space on a business card?

The first step is to decide how your business cards will be used
Where will your cards be distributed? When will you be handing them out? Who will be receiving them?

For example, some entrepreneurs find it effective to prospect for new customers by plastering their business card on every bulletin board they can find. The business card is actually functioning as a miniature billboard. There’s no personal contact involved and the reader may have little (if any) knowledge of the featured business. Such a card needs to be colorful, easy to read, and very clear about the primary service and benefit of the business. It also needs to serve as an introduction to your company’s “brand.” A professional eye-catching logo prominently displayed on your business card will draw attention and help you stand out from the clutter.

On the other hand, if your business cards will primarily be given to existing customers or to colleagues, you don’t need to waste precious space telling them what you do. They already know. Instead, they’re probably more interested in expanded contact information (maybe after-hours customer support), additional store locations or complementary products.

No matter what the purpose of your business card, a professional company logo is a must. However, photos and other graphics need to be chosen according to the response you want from the typical person who’ll receive your card. Does the photo or graphic you have in mind help or hinder the purpose of your card? Will it be worth the space that it consumes on the card?

Here are some factors to consider about photos and colorful backgrounds in general.

The Advantages of Photos:

1) Build trust
Photos (“headshots”) are typically included on business cards in “relationship” businesses such as real estate, counseling and public speaking. They give prospects a non-threatening way to begin getting acquainted with you, which is especially helpful if you’re in a business that requires a great deal of trust or confidentiality.

2) Name/Face recognition
Additionally, a business card with your photo on it will help a new contact find you in a meeting. If you often make initial contact with someone on the phone or via email, sending them a card with your photo on it before you meet in person is a thoughtful gesture. A business card with a photo is also helpful if you have a unisex name (such as “Pat” or “Chris”) or a name that would be completely unfamiliar to the recipient.

3) Add color and interest to an otherwise boring card.
And don’t forget that a photo can be more than a headshot; you can show how your product/service works, or give a “before-and-after” illustration.

The Disadvantages of Photos:

1) It’s human nature to pre-judge
Unfortunately, people make judgments based on the way we look. Your race, gender, age, attire and even the expression on your face may influence someone’s choice to contact you. Perhaps negatively. It’s human nature to judge other people, be it consciously or subconsciously.

2) Your photo “dates” you
Your hairdo, your clothing, those doggoned wrinkles (or lack thereof) … If you don’t make new cards often, with updated photos, you can actually hurt your business.

Old photo = Cards not given out very often = Not much demand for your business = Maybe they ought to go elsewhere.

3) Photography is expensive
If you plan to include your picture, don’t skimp on this one. The quality of the photograph can make or break your design no matter how trustworthy or attractive you look. Check your local yellow pages for professional photography services and determine which offers the best value.

Logos and Other Graphics
A professionally designed logo adds distinction, eye appeal, and can effectively “make” or “break” an otherwise ho-hum business card. A good logo helps a customer both relate to your business and to build trust. Generic clipart may actually hurt your business. Prospects might wonder why you can’t afford quality artwork and may question if you’re in business for the long haul.

Meaningless graphics (such as monogrammed initials) may add distinction to your card, but they don’t convey information or give prospects a reason to call you. Which would be more important to you — fluff or valuable information?

Color and Professional Custom Design
Adding color is probably the single most effective way to add appeal to your card, but you don’t want the text and the background to compete with each other. Hiring a professional graphic designer can help ensure that your design is appealing, memorable and most importantly… effective.

Balance is the key. Work with your designer to create a design with a smaller or less complex image when you have a lot of words to include on your card. When you can safely use a larger or more colorful image without reducing legibility, do that instead.

By following these guidelines, and working closely your designer, you will be well on your way to creating a business card that not only looks good, but fullfills it’s purpose of effectively advertising your company.

Let Creative Instinct guide you through the effective business card design process. You will love the results! Call Gwen Canfield at 615-945-9296. To see business cards we’ve designed for other middle Tennessee businesses – visit our website at www.creativeinstinct.biz.