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

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.

The Buzz: Payal Kripalani

The Buzz

Spotlight on Payal Kripalani

Art Department Manager for Checkerboard, Ltd.

Payal Kripalani always knew that she wanted to be a designer. While majoring in Studio Art and Economics at Clark University in Worcester, Massachusetts, she took some interesting fine art and graphic design courses. These classes helped her to understand and enjoy the design process, think about production issues and learn printing techniques.

During her senior year, Payal had the opportunity to do a graphic design internship with the United Way. She worked closely with their marketing department to create collateral and promotional pieces for the organization. She learned several important things about designing in the real world as opposed to designing for a class project. She worked closely with the printers who printed their designs and learned production issues. According to Payal, “My internship experience was very exciting. It helped me to learn to keep my mind open to different materials and processes when designing.”

As the Art Department Manager for Checkerboard, Ltd in West Boylston, Massachusetts, she finds all her design projects new and exciting. All of the custom invitations at Checkerboard, Ltd. are printed using thermography and their designs complement the process. Payal noted, “Our designs are extremely creative and we are always looking for ways to use thermography in new and exciting ways. Thermography is a wonderful process that can help achieve some unique effects. It adds a new dimension to the design process.”

One example of an especially creative thermography design created by Payal’s team can be found in Checkerboard’s birth announcement line. The card has a dragon printed on it, using the 4-color printing process. The effect of scales on the dragon’s body was created using thermography. The scales were first printed in clear varnish and then thermographed, creating a wonderful shine, texture and 3-dimensional effect.

Thermography Design Tips from Payal: “It is wonderful when you can use thermography to look like embossing by printing in the same color as the paper. I think this a great technique for designers to use.” “Always keep your mind open to great tools like thermography and don’t constrain yourself with what has always been. A good designer must be creative and strive to climb new mountains – think outside the box!”

Designing for thermography – it’s easy!

Thermography in Design

How to Use Thermography in Design

Using thermography (raised printing) effectively in design is limited only by your imagination. Thermography can be used with any ink colors, as well as four-color process designs. It can be used on its own or in conjunction with lithography, letterpress, foil stamping, embossing or silk screen to create unique design effects. Thermography can provide a contrast between two parts of a design by adding dimension and shine. For example, a header or image can stand out from the rest of a piece. By using thermography on sections of the same color in a design you will create a gloss or matte effect. Another unique effect can be created by thermographing line art over a flat background. Check out the thermographic processes outlined below to see how you can add pizzazz and dimension to any printed piece.

Thermography Processes

• Glitter thermography: Glitter adds instant recognition to any piece. Now that glitter powders are available in a wide variety of colors, many popular greeting card manufacturers are adding glitter as an eye-catching design element.
• Pearlescent thermography: The translucent effect of pearlescent powders are especially popular with designers. This is a relatively new thermographic application which creates a unique special effect.
• Tinted varnish thermography: Used frequently to showcase tone-on-tone colors, this process increases the dimension of the thermographed piece.
• Matte thermography: This process produces a subtle, elegant look by adding texture to a piece without shine, which simulates engraving.
• Sand thermography: Mixing sand with the thermographic powder creates a tactile piece that feels like sandpaper.
• Flourescent thermography: The fluorescent look is created by combining ultra bright colors with a high gloss finish. Methods include using a clear powder and fluorescent ink or a fluorescent powder with a clear base.
• Clear thermal overprinting – This process utilizes a clear overprint to create the look of a tile.
• Glass finish thermography – a clear gloss powder will create a reflective look similar to glass.

Do’s and Dont’s

Thermography is an exciting specialty printing process. Just follow these “tips from the experts” to help you make the most out of thermography.

• Do choose thermography when you want your design, or a specific piece of your design, to stand out. Line art or detailed drawing that looks like etching works especially well with thermography. Any color can be thermographed. Both pastels and bright and bold colors look especially striking when thermographed.
• Do not combine large flat design with finer elements. Thermography powders come in different particle sizes and using a medium grade powder may affect the entire piece. Also, since more heat will be necessary to process the large design – the precise area may smudge.
• For a unique look, outline the edges of a flat design with thermography.
• Do account for the folds in your design. Folded thermography may crack.
• It is most effective to design your piece using thermography on one side of the paper only. Thermography applied to the second side of the paper will require a second pass under the heat and may compromise the first side.
• Use thermography to add shine to any design – but be careful. Too much coverage can look dappled.
• Experiment with thermographed textures – tiny dots or grids can become very tactile when thermographed.
• Thermography may crack when trimmed so try not to add bleed edges to your design.
• Always request blister inks so that your ink color will not change during the heat process.
• All types of paper stock can be used for thermography but, for the best results, use an uncoated paper with a smooth, hard-finished surface. Paper weights can range from 20lb text to 100lb cover.