of 2 x 3.5 inch paper represents the entire company. It is often the first place someone is introduced to the firm. When the card is handed to the potential customer, what does it really say? Besides the obvious name, address, and phone number, does it conveyI’ve been a designer and advertising consultant for over 35 years. I’ve seen my share of business cards and I have a few words addressed to those companies that might benefit from my expertise. I’m not talking to those professionals that are categorized by attorneys, physicians, dentists, insurance agents and accountants. You’ve seen their cards that are traditional black raised print on a white uncoated cover stock paper. They probably also contain a tastefully, understated logo, or credential, of their profession. To those of you I say, that’s barely adequate.

Instead, I’m speaking to the average company that has a basic logo and spent between $50 and $100 on a thousand stock cards that a local ‘Quick Print,’ provides. They often have a plethora of sample borders, backgrounds, and other templates from which you can choose. Then one gives the printer the pertinent data and bam! You have a profession-looking card.

Now so fast. Have you ever considered what the business card means to the business? That lowly piece of 2 x 3.5 inch paper represents the entire company. It is often the first place someone is introduced to the firm. When the card is handed to the potential customer, what does it really say? Besides the obvious name, address, and phone number, does it convey

orneys, physicians, dentists, insurance agents and accountants. You’ve seen their cards that are traditional black raised print on a white uncoated cover stock paper. They probably also contain a tastefully, understated logo, or credential, of their profession. To those of you I say, that’s barely adequate.

Instead, I’m speaking to the average company that has a basic logo and spent between $50 and $100 on a thousand stock cards that a local ‘Quick Print,’ provides. They often have a plethora of sample borders, backgrounds, and other templates from which you can choose. Then one gives the printer the pertinent data and bam! You have a profession-looking card.

Now so fast. Have you ever considered what the business card means to the business? That lowly piece of 2 x 3.5 inch paper represents the entire company. It is often the first place someone is introduced to the firm. When the card is handed to the potential customer, what does it really say? Besides the obvious name, address, and phone number, does it convey

. To those of you I say, that’s barely adequate.

Instead, I’m speaking to the average company that has a basic logo and spent between $50 and $100 on a thousand stock cards that a local ‘Quick Print,’ provides. They often have a plethora of sample borders, backgrounds, and other templates from which you can choose. Then one gives the printer the pertinent data and bam! You have a profession-looking card.

Now so fast. Have you ever considered what the business card means to the business? That lowly piece of 2 x 3.5 inch paper represents the entire company. It is often the first place someone is introduced to the firm. When the card is handed to the potential customer, what does it really say? Besides the obvious name, address, and phone number, does it convey

s, backgrounds, and other templates from which you can choose. Then one gives the printer the pertinent data and bam! You have a profession-looking card.

Now so fast. Have you ever considered what the business card means to the business? That lowly piece of 2 x 3.5 inch paper represents the entire company. It is often the first place someone is introduced to the firm. When the card is handed to the potential customer, what does it really say? Besides the obvious name, address, and phone number, does it convey

of 2 x 3.5 inch paper represents the entire company. It is often the first place someone is introduced to the firm. When the card is handed to the potential customer, what does it really say? Besides the obvious name, address, and phone number, does it convey an accurate image of the company?

Or does it say, “Hey, I didn’t have the time or patience to really think this thing through, so this is the best I can do for now.” Is that what you want the public to think?

Those professionals I first mentioned, have a secret society that wants their card to be more of an after-thought. For them, it says, “I really didn’t have to make this card at all because I’m already overwhelmed by clients, but here it is and treasure it. I rarely give out cards to the little people like you anyway.”

But for everyone else, allow the card to be a silent salesperson. Give it the attention it deserves. Use full color to display a dynamic logo or photo. Print it on glossy 12 or 14 point stock with a aqueous coating to make it appear even more shiny. Insure that all the type is 12 points or larger for good readability. This is especially true for the phone number. I’ve seen several cases where that important number is tiny and hard to find. Try a bold color and a display typeface.

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