Business cards are a contentious issue, with some seeing them as relics of the past, and others pushing for their key role in marketing a company. While it’s true, they’re not as common as they used to be, but they still pack a mighty punch, but it all depends on the design of the card.
If you churn out a standard business card using a basic template, chances are they’re going to be of little worth to your networking efforts. Craft a business card, on the other hand, putting some real thought and effort into its design, and you have yourself a networking powerhouse.
Print is Still 100% Relevant
With the advent of digital ads, many industry observers felt that the demise of print was a foregone conclusion. But it soon became clear that print still has a key role to play in marketing, offering a range of benefits that digital just doesn’t have.
First, they are tangible. Print represents a human touch, something that is real. In an age where interaction with an actual person is becoming increasingly rare, the business card really stands out, further entrenching a sense of trust and credibility.
Design Mantra: Less is More
Many business owners make the mistake of trying to cram as much information into their cards as possible. Get more for your money, right? Well, take it from a designer, that won’t help you.
Instead, try to embrace the beauty of empty space. It makes the business card look far more elegant, less ‘busy’, and the text and information potential partners do see will be given extra importance.
Remember, you want to simply share the key bits of information. Your aim is not to overwhelm, or to include everything. The business card is a springboard to a business relationship, that’s what it’s there for.
Should you want to add extra information, you can always go down the QR code route. It can link directly to a web property that has been specifically designed for your business card.
Professional First, Unique Second
This may be a little bit controversial to some, but hear us out. Business owners will either go cheap and boring, or they will go the entirely different direction and pick a design so outlandish that it damages brand perception.
Instead of focusing on creating a conversation starter, like by using a metal card (very expensive!) or a business card that turns into a nifty paper airplane (hint: they’ll end up throwing them, defeating the purpose!), ensure your first pillar is professionalism.
You want to exude that you’re a serious business, that the basics of card designs are covered first. Once you’ve done that, sure, add a little creative flair. But do it with purpose and ensure it fits your business ethos/branding.
Consider Using a Pro Designer
Many business owners are happy to spend hundreds of dollars printing off a set of cards but will balk at the idea of paying a designer to put together a professional card.
Look, we understand. Economic conditions aren’t exactly stellar right now, and smaller businesses in particular are struggling. But you need to think of design as an investment, something that can help you get more business, rather than justifying the expense.
Plus, they’re not always as expensive as you think. Sure, if you go to the biggest design agency in New York or Sydney, the price tag will shock you. But there are plenty of great services that operate entirely online, 99designs being a popular low-cost option.
Higher Quality Pays Off
Our final tip is to really focus on the quality of the printing materials. You can have the most beautiful design on your screen, only for your networking efforts to flop as a result of shoddy print work.
Find a company that really specializes in business card printing. See whether you can get your hands on some samples before your commit to a full printing run. Check both the material and the colors, verifying that what you get in print is exactly what you designed (the last thing you want is slightly faded or lower quality colors on your card!).
Finally, once you have your card in hand, remember that it will not do all of the heavy lifting for you. Simply handing your card to another person will likely not work.
Without losing authenticity, work on how you plan on networking with others, the opportunity at which you ask to give your business card, and how you propose to get in touch going forward.
