Personal business cards trace their history back to 17th century continental Europe, where visitors to King Louis XIV would leave “visite biletes” (visiting cards) with their signature and other messages. These cards were about the size of a playing card. Trade cards were used in 17th century London as advertisements and as maps. They were, in fact, one of the more effective advertising media of the age, since newspapers were not widely distributed. Trade cards were made by woodcut or letterpress, though engraving became popular in the 1700s.
By the 1830s, lithography allowed the use of several colors on trade cards. Any middle class lady or gentleman of the 19th century considered his or her calling card or trade card to be indispensable.
In the U.S. in the 19th century, business cards and visiting cards were two separate things. The latter were proof of meeting a social obligation or making an introduction. Business cards were used by all classes in the U.S., but they were not left when making a social call, the implication being that you had stopped by to collect on a bill. But in the world of business, they were in widespread use.
But even with the advent of newspapers, radio, television, and the internet, personal business cards have hung on as accessories and they show no sign of disappearing. And why should they? They’re small, convenient, convey a personal introduction (even if the card is sent by mail), and nowadays can be designed to leave a lasting impression. No other medium has found a way to duplicate this, the closest perhaps being the electronic “signature” on email with business information contained in it.
The only real “problem” with personal business cards today is that everyone knows the power of networking, and so everyone is handing out personal business cards, from your babysitter to your local organic farmer. It’s not easy to make your business card stand out today. Then again, personal business cards are being made in more unusual and original designs than ever, and feature goodies like tear-off strips, scanable bar codes, and unusual textures.
One very easy way to make a traditional personal business card stand out is to have thermography business cards made. Thermography results in raised print, very similar to embossed print, but generally of higher quality. It is also inexpensive technology, so it’s definitely not limited to those with big budgets.
But no matter how stellar a personal business card design is, it doesn’t do any good if it simply sits in a box. Sometimes people don’t hand out their personal business cards everywhere because they don’t want to “waste” them. The only way to waste business cards is to burn or otherwise destroy them rather than handing them out. You simply never know who may need your exact services.
Even at social functions, handing out your card (after writing your personal cell phone number on the back and telling the recipient, “This is my personal number) is a great idea. You never know when a soccer mom from your child’s team is going to need banking services, clothing design, or someone to spay her dog.
When it comes to designing your business card, there are several things you can do to minimize the chances of the recipient throwing it away. For one thing, the standard 3.5 x 2 inches should be seen as a maximum unless your business card is printed on a magnet, because it won’t fit in wallets or business card cases. Use the highest quality paper you can afford, and make sure the ink doesn’t run. Black and white can be boring, but more than three colors can be too cloying (unless it’s a photograph).
Your personal business card should not be made t o look like a message ad. Cards that do induce “business card blindness” and end up in the circular file. Your card should be appropriate to your business image. If you are a criminal lawyer, then a pink business card in the shape of a stiletto shoe isn’t going to give off the most serious and professional vibe. Likewise, if you are a costume designer, try to step beyond the plain, black and white business card. Show some of that creativity and make your card memorable.
It is very important that your card is readable, regardless of your line of work. Tiny font size, or bizarre typefaces will generally work against you. Whether they admit it or not, most people over 30 have a hard time reading font sizes less than 6 pt, particularly in sans serif fonts. Once you choose a decent size, readable font, include as many ways to reach you as possible on your card: phone, fax, email, Skype, LinkedIn, and even other social networking information if it’s appropriate.
Some people like to include an offer of some sort on the back because it gives the recipient one more reason to call you. If you own a boutique, offer a 10% off coupon on the back. If you are a mechanic, offer a free brake inspection with an oil change. If you are a psychic, offer a free 5-minute consultation. In other words, use the back of the business card to give people a slight nudge in the direction of calling you or visiting your business.
If your personal business cards are boring, or worse, have inaccurate information on them, it’s time to order new ones, and you might as well put some real thought into what kind of design you want. Nobody likes getting personal business cards where a phone number or email has been crossed out with the new information hastily scrawled across the back. Use those old personal business cards as bookmarks, as scratch paper for “to do” lists, as stabilizers for wobbly furniture (fold them up first), or turn them over to use as gift tags. Or recycle them. But if that’s the only thing keeping you from getting new ones, then go ahead and take the step.
When it comes to designing your new personal business cards, remember that simple does not necessarily equal boring. Great design often incorporates spareness and simplicity. You may also consider including your business logo or even your photo on your business card. Consider the advantages and disadvantages of photos on personal business cards.They create trust, increase name to face recognition, and make it easier for those with your card to find you in a meeting. Additionally, if you have a name that could be male or female (Robin, Leslie, Chris, etc.), a picture will make clear whether you’re Mr. Robin Cardholder, or Ms. Robin Cardholder. On the other hand, for good or ill, people make judgments based on appearance, so make sure any photo you use is flattering, current, and professional.
A well-designed logo, however, will stand the test of time better than a photograph. But don’t use generic clip art. People associate it with not being able to afford professional artwork. If this is the case, you’re better off not using artwork and adding interest by using a different color background or having thermography business cards raised, because the raised print gives your cards a well-bred appearance.
Your personal business card will make a first impression regardless of the situation in which you hand it over. Make sure it is a positive first impression by choosing cards that are accurate, up-to-date, and either elegantly simple, or tastefully stylish.