Why size does matter in the end
Last November we showcased 333 really creative business cards. They come in all forms, shapes, materials and sizes you could possibly think of. Some of them are so astonishing that you would rather put them on a wall than in your rolodex.
During my time in tourism marketing I visited quite some trade shows and had thousands of business cards going through my hands. There were some remarkable specimens like one in A4 format on fairly massive cardboard.
Back then it really brought up the question how the heck I was supposed to store it without being able to fold it. While travelling many business people carry around a slick little business card case where you can fit around 20-50 cards in standard format. Back in their office they usually digitalize them before they put them in the rolodex for quick desktop reference.
Now, where does your A4 cardboard monster business card fit in with this workflow? If you look at the above collection with 333 designs you’ll find that most stick to the one standard that really matters: size.
The temptation to go crazy with business cards is quite big with the endless range of shapes and sizes available everywhere. I seriously recommend resisting it. The most likely situation to hand over a business card is during or after an interesting conversation with another professional or a client. You want the business card to be a readily available reminder of you and that conversation.
Here are 5 important factors that help in achieving this goal:
1. Size
Business cards should be no bigger than the usual standards. (85 x 55mm in Europe, 3,5” x 2” in North America) If you got more to say or wish to inject some creative spirit make it foldable.
2. Accessibility
The purpose of the business card is to convey information – mainly how to reach you. Make it as available as you can. An increasing number of businesses apply technological solutions to scan business cards for easier digitalization. A bit of contrast usually helps.
3. Graphic Design
This is a tricky and very opinionated topic. My advice is to stick to the look of your other presentation material (that includes your homepage) as closely as possible. If you haven’t heard about it, check out the term corporate design.
People make visual connections and when looking for your card they likely have a design or colour scheme in mind that they are looking for.
4. Information
I already said that the job of a business card is to convey information about how to reach you. If the card only contains your name and a fancy title because that looks really cool you’re wasting money. Sit down and think about the communication pattern of your target audience. The channels they like and prefer should be featured on your card.
5. Material
You can make a business card from almost everything – even meat. Yeah, that’s hilarious but only until you forget in your desktop’s drawer. I also saw business cards on a sales slip. Unfortunately that’s also as easy to crumble and throw away as a sales slip. It’s better to print your details on something durable.
What’s your experience with business cards? Do you prefer them crazily creative or rather conservative?
SdP
