NOT YOUR DAD’S BUSINESS CARD

Simple ways to make your business card
work for you!

We all understand the importance of having a unique and noticeable business card. In fact, many experts say that business cards have become even more critical in recent years, as Blackberries, cell phones, virtual meetings and networking Web sites like LinkedIn limit our face-to-face interactions.

While the importance of the business card remains, the rules around business card style and content have evolved. Technology has improved vastly and people are incorporating more diverse layouts, colors and formats than ever to stand out. This wide selection of available design options can be a double-edged sword, however, making it easy to design a card that stands out, but doesn’t effectively communicate your company’s brand, potentially hurting your business.

As all the rules change, how can you ensure that your card impresses and makes a lasting impression? And, once you’ve created a card that accurately reflects you and your image, is there proper etiquette around business card use? Here are a few tips to keep in mind:

Be Concise: Messaging, Format and Content Should Be Tight.

Your business card should simply reflect what you (and your brand) stand for. The most essential pieces of information to include are: your name, company name, title, phone number, address and email. While more small businesses are including web URLs, cell phone numbers, slogans, nicknames and even MySpace links, it’s important to maintain enough white space for a clean look. If you really want to include more information than your card will ‘hold,’ try using a folded style card.

Keep It Simple: Font, Color and Images Should Be Easy To Read

After choosing the information to include on your business card, the next most important design decisions are the fonts and colors you use – choices that can make the difference between having an effective business card and one that is too cluttered. Remember, too many colors or fonts can distract from the essential information being presented.

A good rule of thumb is to use no more than two fonts. Another tip is to never go smaller than 10-point size font –especially for your primary information. When reviewing styles, ask yourself: Can you clearly read the text? Does the text size look too large or small for the place it’s being put?

The Color Association, a NYC-based color trending and forecasting organization, suggests being adventurous when choosing color for your business card, and says one flat color can seem boring or old-fashioned today. Using a two- or three-color combination can make your card quite attractive without looking too busy, and using various monotones can be very elegant, the Association points out.

“Use different colors, or different hues of one color, to divide and organize information so that it can be easily understood, and remember that color is not only decorative - it can also be both a visual aid and a communication tool,” say experts at The Color Association. “When selecting colors or color combinations, be aware of their associated meanings. For example, dark blue indicates stability and seriousness; red can convey dynamism, and green-and-yellow pairings can seem fresh or playful.”

You should also consider the use of images. Above and beyond a company logo, make sure any images you use fit the feel of your card and your company, and only use an image in place of a logo if it truly reflects your brand, product or service.

Think Big Picture: Business Card Ordering, Use and Etiquette

If you are a start-up with a new logo, or are planning to move or change contact information, ordering several hundred cards at a time can be a waste of time and money. Luckily, there are several convenient, low-cost, expedited business card services available that offer a low minimum purchase requirement. One example is Staples’ “Business Cards in Minutes,” which enables customers to design and print cards right at the counter in a few as 30 minutes and order as few as 100 cards at one time. Taking advantage of this type of service is a great way to keep your cards up-to-date, with minimum effort and expense.

Once you’ve ordered your cards, think about how, when and where you plan to use them. As face-to-face networking opportunities continue to diminish, it is more important than ever to carry cards with you at all times. The experts at Mannersmith Etiquette Consulting in Marblehead, Mass. advise that whether you are going to a holiday party, the movies or a networking event, you should always have several cards with you, stored in an appropriate case. This way you can be certain you are well prepared, should an unexpected networking opportunity arise.

Mannersmith also warns that business card exchanges are highly culturally subjective, and suggests that you research local business customs before traveling abroad. For instance, while Americans typically exchange business cards at the end of an interaction, many Asian cultures exchange cards at the beginning of the meeting, and in rank order, rather than simply asking for a card before offering your own. Many Asian cultures also dictate that you receive cards with both hands, not one. •