There are many things you can learn about a company by their business cards; identity, clarity and corporate image to name a few.
Nothing says you mean business more than an awesome business card. Cards that really work are the ones which need no introduction. The recipient knows what the company does before they are introduced and a lasting impression has been successfully set.
As a member of the design profession, I have a personal interest in how firms and individuals handle this. I’m not obsessed, but close. I have two groups of cards that I have been collecting—the great, well designed & printed business cards and the… not so great. Within a small circle, my collection has become known as my reference library, my house of cards! When the opportunity arises, I also like to track the progress a company is making over time. Although business cards are just a small piece of paper, they also seem to function as a corporate weather vane.
High quality business cards represent your firm when you’re no longer in the room – don’t let them say the wrong things about you!
Generally speaking, when times are tough, a lot of companies seem to cut back in the wrong areas. Nothing screams that your business is in trouble like cutting back on the quality of your business cards. That’s the equivalent of telling your staff that every day is casual Friday.
Recently, I had a meeting with representatives of a large corporation. The interesting thing about the meeting was that not only had they scaled back on their business card printing quality but on the paper quality as well since the last time we met. This struck me as odd, because “quality” was part of their core mission statement. One could assume that this was probably a good example of someone within the organization looking for places to cut costs and thinking that targeting the business cards was a good option. Shortly after the meeting, the company publicly announced that they were in the middle of a reorganization and cut-backs. Because of their size, the cost “savings” realized by choosing flimsier business card stock and cheaper printing probably amounted to a somewhat substantial savings on one level. However, on another level, it telegraphed trouble and probably wasn’t the impression their front line sales people wanted to leave with their clients.
For fun, I’ve compiled a list of the Bottom 10, painfully obvious, business card infractions.
Each one on the list has been well represented in my pile of memorable business cards – but for the wrong reasons.
1. Dog eared.
2. Thin paper.
4. Raised thermal printing—usually in black ink.
5. Your name written on someone else’s card.
6. More fonts used than on a ransom note.
7. Cliché clip art.
8. More text and contact information than a phone book—if you’re old enough to remember them.
9. Not using the second side for clear branding.
10. Random graphics that don’t support your brand or type of business.
So don’t do any of that. Send your business card files to Cardphile and we’ll make sure you end up with high quality, printed business cards that look great at a price that won’t hurt. (Online business card ordering available here in April.)
What are your business card pet peeves? Let us know what you like – we listen!