Any Notable young professional understands the importance of self-promotion and networking with potential clients and colleagues. At any moment, we likely have our business cards within our reach on our desks, in our wallets, and at the bottom of our briefcases and purses. We have also developed quite the collection of cards from other YPs. The business card is the first professional reference point a person has for you and, as much as us YPs like to think that we don’t judge a book by its cover, we do. Business cards provide the opportunity to make a positive and lasting first, so YPs should be as strategic and smart with their business cards as with their resumes, websites and what their choice cocktail is when entertaining.
The design and message in each business card obviously depends on the industry. A top financial exec’s card is going to look a lot different than a graphic designer’s. There are, however, basics that apply across the board. In general, business cards should not be too cluttered, with the company name and logo the largest items on your card. The font should be easy to read and large enough to clearly see without having to squint.
Nothing screams “cheap” like a flimsy business card, so use medium or standard paper stock. Aside from the cheap factor, you also want cards that hold up throughout conferences and networking events. In most cases, cards should be printed on paper that enables receivers to write notes; it may look nice, but high glossy is not functional.
Brand yourself and your business with a slogan on your business card that reflects what it is you actually do. A memorable phrase or tag line guarantees that the receiver will immediately associate a company name with their product or services offered. A card with a unique shape or texture stands out but it can be obnoxious and annoying if it doesn’t fit neatly with the typical business card collection in a binder, Rolodex or business card holder.
A business card should reflect the image and values of your company. If your business prides itself in its social consciousness and “green” initiatives, then this should be conveyed with green business cards, printed on FSC certified paper. The World’s Greenest Business Cards are printed locally using environmentally-friendly manufacturing processes and 100 per cent post-consumer recycled paper, made in Canada. By the same principle, don’t splurge on unusually thick, extravagant cards if your business or endeavour is for a charitable or public service-related cause.
Pictures on business cards must be approached with caution. In certain professions, such as real estate or an entrepreneurial endeavour, a personal picture on your card can be a good idea because it helps people quickly remember who you are and can add flavour to an otherwise bland card. At the same time, it is easy to cross the line with photos and they can make your card look unprofessional and dated. If you do include a picture, don’t wear anything too trendy or flashy; simple hair and makeup for the ladies will do just fine.
For the creative class, it is important to tell a colourful story with your business card. It may be appropriate to make an impression with cards that are a little different and stretch the limits of design and originality, whether they are interactive, multi-functional, or just quirky. A business card may stand a better chance of being kept if it adds value. We’ve let cards linger on our desk that include an inspirational quote, useful information or calls to action like discounts, free quotes or samples. Although they don’t allow for writing, multi-functional business cards usually have a longer shelf life. We’ve seen magnetic business cards, bottle openers, matches and even dental floss.
No matter what, don’t let design overshadow the vital information: contact info and key messaging. While you want your card to stand out, you want it to serve its purpose. Really consider your audience, because you don’t want to push too many boundaries. Here are some of our favourite unique business cards; we especially like the divorce lawyer with a card that may be torn down the centre to create two. Of course Moo Cards are always a great option as well.
For the young professional leading a Notable 360-degree life (see our series), it may be a wise idea to have a second set of business cards for any charities or side projects you may be involved with. While networking and interacting with other YPs, you never know which direction the conversation will head. Use proper business card etiquette; if given a business card, ask for one and take time to look at it for a few moments and try to make a comment or ask a question. Don’t blindly toss it in a pocket or purse. Rather, place it nicely in a wallet to make the other feel important. Keep collected cards all in one place. Invest in a business card holder, so you are not fumbling around to find your own card at an event. Finally, don’t keep your own; the whole point is to give them away!
The Vitals:
Make a positive and lasting impression
Avoid clutter; large enough print to read
Good paper quality; avoid gloss
Include a slogan or memorable tag line
Reflect the image and values of your company
Avoid pictures, unless appropriate
Extend shelf life by adding value
Include contact info (obviously)
Find ways to make it stand out, whether it be by design or an inspirational quote
Images courtesy Web Design Ledger. Top photo and design by Fabien Barral.