Today's business card does double duty as a reference piece and,
more important, as a marketing tool. Some cards are handed out in
person, some sit on refridgerators, while others sit on cash
counters waiting to catch a customer's eye. Lucky cards are filed
neatly in Rolodexes; more are lost in untamed piles in desk
drawers. Each situation demands something different of a card,
which leads to another key lesson: if a card can make a strong
and positive first impression on its intended audience, it has a
better chance of surviving a range of harsh conditions. Consider
the following scoring system for judging a business card on it's
- Does the card offer appropriate contact info?
Pretty basic stuff: leave out your mailing address or URL, and
you're harder to reach
- Does the card say what the company does?
You can't assume the cardholder knows what you offer, unless
your company name makes it obvious (e.g., Bill's Superior Plumbing
Service). The more specific, the better. For instance, does
your plumbing outfit do residential or commercial work?
- Does the card include a compelling marketing message?
Why should anyone do business with you? If you don't answer
that question and your rivals do, you won't get the call
- Legibility: Readability is the price of admission.
Still, we could barely decipher some entries.
- Is the card visually pleasing? An attractive
card that obeys basic design principles connotes a caring business
that pays attention to detail
- Functionality: Can the recipient write on
it? Is critical information hidden on the back? Is your card
easy to carry or file?
- Durability: You don't want your card thrown
out, but cheap paper tears and home-made cards can bleed.
- Is the card especially memorable? Catchy
slogans, interesting materials or full-force gimmicks can imprint
the customer's mind with your brand.