By Dominic Donaldson
When it comes to promoting services and products, a company, business or individual needs to convince the potential client that they are professional. To do this, it is essential that business stationary has impact, is well designed and is printed on quality materials.
Often the first contact between the two parties is the humble business card, and that is why the design must not be rushed. There are many schools of thought regarding the ideal business card format and production, and we aim to help answer your questions to make your decision about your format informed.
Card or plastic?
Some people think that a plastic card is a more permanent item, and that psychologically it will be held on to longer whereas paper based cards could be considered throw away.
We believe that paper based ones are favourable, and that ultimately, the design will decide whether your details are put in the bin or put on the pin board. If you want something with a little more shine, there is always the option of having your cards laminated.
One side or two?
Double sided cards have the benefit of displaying a logo one side without any interruption to the design and keeping all the relevant contact information together and in one place on the other. Alternatively, a single sided card means that the reverse side can be used to write down useful information for a client such as appointment times, and it is of course a cheaper option to double-sided printing.
In design terms, I think it is preferable to have a strong logo on one side, and on the reverse have contact details printed in a small font, or orientated to one side of the card, leaving room for any other information that you want to include.
Black and white or colour?
This can entirely depend on your budget. Most designers would agree that a bit of colour goes a long way to creating an aesthetically pleasing business card, but it is best to avoid mixing any more than three colours in one template. This can create a messy feel, and deviate from the professional image you are trying to portray.
However, if your business is in children’s entertainment for example, a more varied palette may be preferable. Black and white templates need a simple and strong logo and a font that is interesting and striking to composite for lack of visual stimulation. It is always worth considering printing on coloured card if you would like colour but want to keep costs to a minimum.
Graphic Designer or DIY?
This depends on how artistic you are. There are a few levels that this could be answered on. Firstly, there are DIY business card machines which come with a standard range of logos, fonts and layouts. These allow you to choose and create your own cards, and the variety of specifications means that it is highly unlikely that you will design a card the same as someone else. Unfortunately these cards are not regarded as a very professional approach, so not ideal if your business is aimed at a professional audience. Alternatively you can create your own logo and use computer software for fonts and colours before sending the design off to a printing company.
This method is fine if you have an eye for detail and are competent at choosing and placing logos. Preferably, and if money allows, use a professional graphic designer to create a template that is not only representative of your business, but will appeal to your clientele. Professional designers understand the marketing logic behind design aesthetics and the current trends being used amongst other professionals and therefore are more likely to produce a card that will promote your business with a greater degree of success.
Dom Donaldson is an expert in the business stationary industry.
Find out more about Business Cards and other business stationary solutions at Need A Print.
