Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SUNDAY, April 11, 1993 TAG: 9304090430
SECTION: BUSINESS PAGE: F-2 EDITION: METRO
SOURCE: KELLY BARRON KNIGHT-RIDDER/TRIBUNE
DATELINE: LENGTH: Long
DO'S AND DON'TS FOR DESIGNING THE RIGHT BUSINESS CARD
Ask business executives and they'll agree: Business cards are indispensable.So if everyone relies on them to tell a company's story or sell themselves, how come very few people bother to design them effectively?
"About 75 percent of the cards I see, I don't care for," said Scott Simpkin, owner of Simpkin Design, a Newport Beach, Calif.-based design and print shop.
Though it's unlikely that a poorly designed business card will make or break your business, consultants say a card says volumes about an executive and the company he or she works for.
"When people look at your business card they get a split-second image of what you're all about," said Simpkin, who's been designing business cards for 15 years.
A good business card can be as effective as a television ad.
"My business card has opened so many doors," said Steve Urban of Anaheim, Calif.-based Inland Litho Inc.
Urban has a picture of a silver paint can spilling multicolored ink onto his card. "Everyone I meet comments on it."
Designers and printers alike say it's easy to get carried away. They cringe at cards bearing a photograph of the executive or ones with a tiny resume printed on the back.
Cards with garish colors or flimsy paper also are no-nos, designers say.
So what's the secret to designing a card that will put your best foot forward? Here are some tips from the experts:
Business cards should correspond with the image the company is trying to portray, Simpkin says. If you're a banker, stay away from cards with trendy colors or wild designs. It could turn off customers.
Business cards should be part of a corporate logo package and correspond with the company's letterhead and stationery.
Cards should be easy to read. Diane Welch, owner of Watermark Printing in Tustin, Calif., says to avoid tiny type. From a design standpoint it may be appealing, but others will find it hard to read.
Stick to a single style of typography. Add variety by using boldface, embossing or creative spacing. Avoid using all capital letters because they're difficult to read.
Welch reminds businesses to consider the basics. Not only should address, phone and fax numbers and a logo be included, but an individual's name and title also should be prominently displayed.
When the objective of the card is to encourage prospective customers to call, the phone number should stand out.
Also, the more phone numbers listed, the larger the business appears to be.
Don't shy away from color. There's nothing more boring than a business card with black ink on white.
Color can be used as background or to make type stand out. The rule of thumb is to make sure it corresponds with your business' image. Auto mechanics should stay away from pink.
Different paper types can make a card stand out. Urban says to avoid flimsy paper and choose paper that's sturdy and durable.
Welch says listing key services and benefits in larger type or bold lettering highlights a company's services. The phrases "24 hours," "Same-day delivery," "Free consultation" or "Free estimates" give potential customers a reason to call.
Phrases such as "In business since 1980" or "With 10 years of experience" communicate an accomplished enterprise, as do lists of professional certifications or license numbers.
But don't include this information at the expense of design simplicity. Clean-looking business cards that have few tricks are most effective, Simpkin says.
Opinions differ on whether business cards should diverge from the standard 3 1/2-by-2-inch format.
Welch says a business card can be cut into different shapes to fit a Rolodex or be folded in half to hold much more information.
Urban believes diverging from the normal format is "not effective and is actually very irritating."
Get a realistic idea of what your budget allows. Color and quality paper will cost more than black print on simple white paper.
Designing and printing 1,000 business cards can cost as little as $45 or as much as $350, Welch says.
Companies should change their business cards every five years to keep up with the times.
\ BUSINESS CARD ETIQUETTE
There's rarely a bad time to hand out your business card, consultants say. But there are some business-card basics to follow when networking. These tips are from Phyllis Carr, owner of Newport Beach, Calif.-based Executive Protocol, and Terri Mandell, author of "Power Schmoozing: The New Rules for Social and Business Success":
\ It's inappropriate to automatically hand your business card to people you've just met.
"They haven't had time to determine whether it's something they even want," Mandell said. Not only that, she said, the practice makes you appear pushy and overbearing.
\ Spend at least five minutes with someone before requesting or giving a card.
\ It's inappropriate for younger executives to hand their cards to senior executives until they've been asked.
\ Hand out business cards discreetly at social functions.
\ There's no excuse not to have a business card. But if you're caught in a situation where you've been asked for your card and you don't have any, ask for the person's card and send yours in the mail.
\ Never give a soiled or bent card to anyone. It's better to write your name on a napkin. The best thing is to wait and send your card in the mail, personalizing it by crossing out your printed name and handwriting a note on the card.
\ Carry a card holder so business cards can easily be found in a briefcase or purse.
\ A business card can be augmented with other materials about you or your company, such as brochures or pamphlets.