What does your business card say about you?

Your business card is a mini presentation of you and your company. You have one chance to have your business card kept or discarded.  What makes your card memorable?  What differentiates your card from hundreds filed away? In his article, Mark Gwilliam lays out the basics of an ideal business card…

I am often asked about what details should go on a business card.  This article attempts to give my views.

In this day and age, information technology has become so advanced that everything, it seems, is done online.  Marketing is no exception – search engine optimization (SEO); pay-per-click (PPC) advertising; article marketing; directory placements, and such internet marketing tools have become buzzwords in the marketing world as a result of this ‘going online’ trend.

Nonetheless, the increasing level of internet usage and penetration (70.2% for the United States as of July 2007 according to Nielsen/Net Ratings) does not mean that you no longer have need for business cards.

Business Cards – Why do you need them?

In the world of stiff-necked, Saville Row suited businessmen (or their 20th century, dress-shirt-and-slacks equivalent) you’d feel mightily out of place if you didn’t have a business card to give out.  Truly, exchanging business cards with new acquaintances and possible business contacts is a tradition that you should never neglect.

It’s tradition…

Business cards are something that people expect to give out and be given whenever they meet someone new.  Business cards are not exchanged merely for advertising or marketing purposes; they are necessary reminders of people you have newly met.  Business cards, in effect, are actually some sort of social lubricant – easing new meetings along and making remembering other people easier on all the parties concerned.

Smooth operator…

Business cards also provide you with a way to advertise your services without seeming crass or obvious.  Upon introducing yourself and relating what you do, you simply hand out your business card and let it do your advertising and pre-selling for you.  No overt selling is required.  You can simply become the epitome of the perfect businessman – smooth, savvy and trustworthy – and thereby create a favourable impression on your potential client.  This way, you leave a lasting impression on your prospect without having to resort to pushy marketing techniques.

Latent marketing…

Business cards are effective marketing tools, too.  People usually collect and keep business cards – if not on their wallet or purse, then on their own card case or their cards drawer at their office.  People like being prepared for every possible eventuality so they are likely to keep your business card just in case they have need of your services in the future.

That’s the main advantage of business cards – staying power and latent marketing.  Even if those people who have your business card do not call you immediately, if and when they do need a service that you offer, they’d be much more likely to call you than some anonymous person or company that they find in the phone directory.  After all, they have met you or – in cases where their friends gave them your business card – at least their friends know you.  Business cards, therefore, give businessmen –especially small businessmen in the services industry – a trust-based, potential market.

The Ideal Business Card

Indeed, business cards are a definite requirement for any businessman, especially startup entrepreneurs.  If you don’t have them, be sure to have some printed out – fast.  Not all business cards are equally effective, though, so before you order some business cards, remember the following design basics.

The size…

Your business card should be small enough to carry around in your prospect clients’ wallet.  It should also fit standard card holders.  A business card with a 3.5” x 2” dimensions should do.

The look…

Definitely, your business card should look attractive.  Be sure to use colours that repeat your company colours but first, make sure that your colour combination really works for the target clients that you have in mind.  Your business card should be easy to read, too, so steer clear of fancy fonts that take too much effort to decipher.

The content…

Do not fill your business card with superfluous information (marital status and interests are definitely out).  Just put in the basics:  your name, company logo, company tag line or motto, company name, company address, telephone number/s, email address and company website – if you have one.

These are just the design basics.  You can innovate all you want – go for rounded corners, zany colors, etc. if you want.  Just remember not to go beyond the bounds of good taste.  Your business cards are not there to show that you’re creative (unless you’re in the creative designs field) but mainly to give your prospects a no-sweat means of getting in touch with you.  Therefore, one primary rule stands:  make your business cards easy on the eyes and easy to understand.

Article Source: Mark Gwilliam

WPT Quarterly Member Phone Conference

WPT Membership News Release – 12-9-08 – Nashville

The latest WPT Quarterly Membership Conference Call was perhaps the best.  In response to an email asking what topics would best benefit the membership in our quarterly conversation, President Amy Sterling said almost everyone wanted to talk about the economy and what we were all doing to protect ourselves.

The group that called in was small so it allowed an easy and free exchange of ideas for about an hour.  Here is an idea of what was discussed;

• How we make credit decisions with new and existing customers.
• Collection methods for existing and “good” customers.
• How the collection numbers are tending to get out farther and farther and what actions we need to take to control this.
• Shipping and delivery services.
• What to expect in the shipping industry and how it relates to timely inventory.
• Credit insurance and how to protect your company from being hurt through default of a large receivable.
• Job flow and order entry software and how to better use it with exception reports and other features to better monitor your customers.

It was a very productive hour and as usual everyone expressed the feeling that sharing is the greatest asset our organization offers.  It was noted that this conversation was rather defensive in nature and perhaps next quarter we could be more proactive and talk about finding more sales, the fuel that would solve most of our problems.

We need to remind everyone that our mid-year meeting (in Nashville) is coming up January 17-18 at the WPT Headquarters where we will have more time to share as well as finalize plans for the Convention in Texas this up coming July.

Amy Sterling

President WPT

New Member!

The Worldwide Printing Thermography Association is proud to welcome our new members!

Mitsubishi Imaging (MPM), Inc. and Mohawk Fine Papers, Inc.

Check out our Associate Members page for more information!

Welcome Specialty Printers!

This website is dedicated to providing news and information to the Specialty Printing community, with a focus on raised print. Our members strive to actively support thermography and related businesses.

In an effort to enhance our reach we have joined with the International Engraved Graphics Association. The combination of our associations provides new opportunities to reach out to more thermographers and other specialty printers and to educate our target markets to the value of what our specialties bring to ink on paper.

FAQ

1. When designing for thermography, can I use any colors or am I restricted?
There are no restrictions when it comes to color choices for thermography. Any color that can be printed can also be thermographed.

2. Are there certain colors that look especially good when thermographed?
Although thermography adds an extra shine and dimension to all colors, bright colors look especially vibrant when thermographed. Thermography adds a professional look and feel to black lettering in every font type, which is why it is a leading choice for business and social stationery. A recent trend in wedding invitation design features the elegant look of thermographed pastel colors.

3. How can I learn about the special thermographic processes that are available?
To obtain more information on using applications such as glitter and fluorescent thermography, refer to “Thermography in Design.”

4. How do I let a printer know what part of my design I want thermographed?
It is essential to establish good communication with your printer in order to obtain the finished piece that you envision, no matter what special processes you will be using, including thermography. Be sure you clearly mark the areas of your design that you want thermographed. Include a black and white copy of your artwork with your printing instructions written on it, or highlight the area to be thermographed.

5. What types of designs benefit the most from thermography?
Designs with fine lines, similar to etching, really stand out when thermographed. Using thermography on just one element of a design can really make an impact, such as thermographing just one pine tree in an open field.

6. Can any design be thermographed?
Yes, most designs will benefit from the creative use of thermography.

7. Do all printers provide thermography?
Most printers offer thermography. However, be sure to inquire before you choose your printer. For a complete list of thermographers across the country go to the Worldwide Printing Thermographers Association member list on this site.

8. Is thermography expensive?
Comparatively speaking, no. Thermography is an affordable alternative to engraving and is often comparable to flat printing in cost.

9. How is a thermographic plate made?
Whether the work is generated by computer, by traditional hand methods, or a combination of both, making the thermographic plate only requires the black and white art of the design, lettering or area to be raised to have a finish added.

10.What types of thermography powders are available?
Thermography powders are now available in a range of granule sizes, to allow proper coverage without overrun. There are two types of thermographic powders used today: transparent and opaque. Transparent powders are the most popular and are available in various finishes. The color of the finish is determined by the color of ink used with transparent powder. Opaque powders are offered in metallic and a variety of primary and pastel colors. There are gloss, semi-gloss, matte and dull finishes available in clear or colored powders.

Thermography Guest Professor Program: Thermography 101

Free educational seminars offered to Art Colleges and Graphic Arts Professional Associations

Professer Testimonial: Deborah Larkin, Moore College of Art & Design

WPT is working with leading art colleges and associations across the country to raise awareness about using the art of thermography as a design tool. Our newly launched “Guest Professor” program offers seminars on thermography for graphic design departments at art colleges and professional associations throughout the country. Each seminar is tailored to the background and level of those attending. We have had positive feedback from prestigious institutions including:

- Moore College of Art and Design/Philadelphia
- The Art Institute of Dallas/Texas
- Montclair State University/New Jersey
- Paier College of Art/Connecticut

According to the nation’s leading design experts, there’s a renewed interest in “tactile” design with texture resurfacing as a critical element. Our goal is to educate graphic design students and designers on the varied uses of thermography, a tactile design tool that is not familiar to many design students.

In a recent seminar only one student raised their hand when posed the question “What is thermography?” We have designers in the thermography industry located throughout the country who are available to speak in graphic design and production courses, summer programs or seminars. The designer can talk about:

- The thermography process
- General do’s and don’ts for thermography
- Practical insider tips of the trade
- Thermography samples and how they were created.

We are flexible and can change our program format to meet the needs of your students or members. Please call Pam Boyd or Cathy Shea at 856-642-6226 if you are interested in exploring this opportunity further.

The Buzz: Vali Eaton

Spotlight on Vali Eaton

Commercial Design Manager for the Taylor Corporation

Vali Eaton’s design path started with a fine arts education. She earned her BFA in painting and photography from Minnesota State University located in Mankato, MN. During her college years, she took a few classes in graphic design in which she learned to design comps and mock up a brochure.

While attending Minnesota State, Vali worked as a typesetter at Carlson Craft, a full service provider of business stationery located in North Mankato, MN. She typeset wedding invitations and also worked in the pre-press department touching up customers’ artwork with a technical pen. The majority of artwork that Vali worked on, both business and social, was usually printed in thermography. According to Vali, “This is where I learned the aspects of design that are important to consider when working with thermography. For example, what type styles work well with thermography and how to register two or more colors in thermography.”

Once Vali graduated, she continued working at Carlson Craft and was involved with customer orders. After a few years, she accepted a job in the Ad Design department at the Taylor Corporation, one of the largest specialty printers in the U.S. The Ad Design department designs the catalogs that showcase Taylor’s extensive line of products that use thermography. One of Vali’s responsibilities was to design the samples shown in the catalogs. Vali felt this job was a great way to combine her art background with her knowledge of thermography.

What is Vali’s favorite type of thermography design? “I enjoy designing folders because there is a large space that can be used to showcase different ink colors and thermographic applications. I also enjoy projects where I can produce custom art using 4-color thermography.”

Vali has been promoted to her current position as Commercial Design Manager in the Commercial Design Department at Taylor, where she supervises a staff of five designers. The majority of the catalogs her department designs are for the Carlson Craft Commercial division of the Taylor Corporation.

Thermography Design Tip from Vali:

“When designing for thermography – most importantly – do not be limited by color. You can use any color and any number of colors. Be creative and have fun. Be sure you talk to your printer about how to prepare the artwork. Some printers will prefer that you color separate according to process or color. Always communicate with your printer before you do your final artwork!”

The Thermography Process

1. A printed paper drops off the printing press onto a conveyor
2. Thermography powder is shaken on top of the entire sheet while the conveyor moves the sticky inked paper
3. The thermographic powder attaches to the wet ink
4. The extra powder is vacuumed up and stored for re-use
5. The coated sheet passes through an oven with temperatures ranging from 900 to 1300 degrees Fahrenheit

In order to obtain the best thermographic printing results, off-set equipment is recommended, although the process can be completed by using letterpress equipment as well.

The thermography industry has made great advancements in the past few years. We have better and faster thermography machines and fancier and more versatile thermography powders. We have just begun to realize all of the different items that can be created with thermography. Items that have a different texture, a shine and feel that can help get your work noticed.

What is Thermography?

Thermography, or raised printing, adds an exciting new dimension to a variety of products. Recent innovations have made the thermographic process available for a wide range of applications that enhance the printed image. Thermography also provides a less expensive alternative to foil stamping, embossing, or UV coating. Popular uses for thermography include:

Business stationery
Presentation folders
Annual report covers
Wedding and social announcements
Greeting cards
Packaging
Wrapping paper
Point of purchase displays

Why Choose Thermography?

Thermography…the Right Choice

What did you choose? Chances are, you picked precious metal over metal alloy, looking fashionable over being out of style and high tech versus no tech. Savvy buyers like you also choose the more sophisticated look of thermography (raised printing) over ordinary flat printing every time. You can feel the difference with thermography because the printing is smooth, velvety, and raised off the page. You can also see the difference with thermography. It not only looks more professional, it adds an elegant style that cannot be achieved by using flat printing.

Raise Your Image

Thermography or raised printing will add an entirely new dimension to your printed materials. People are drawn to raised printing. The raised image looks expensive and professional and is an affordable, less-expensive alternative to engraving. The look is classy and eye-catching. By choosing thermography you will raise your image. Additional benefits include:

Fast turnaround
Visual appeal, bright colors
Durable, does not rub off or out
Can add glitter and pearlized effects

Choose Thermography for all your printing needs!

• Business cards
• Business letterhead and envelopes
• Personal Stationery
• Invitations
• Announcements
• Report and Presentation Covers
• Brochures
• Packaging
• Wrapping Paper
• Greeting Cards
• Book Covers
• Annual Reports
• Point of Purchase Displays

Be sure to ask your local printer if they offer thermography.

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