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Creating an Image

Many times when you first present yourself to a company it is through the use of your business card. You want the first impression that is left with your customer to convey the image and personality of your company to be a positive one. It is important that the design you create for your business cards reflects the image you want conveyed. Your business card will not only provide the customer with your name and address, it will also create an image about the quality of your products or services.

The design you use for your business card should express your company's personality. Do you want it to convey a powerful corporate image, a fresh youthful image or a wholesome outdoorsy image? Whatever style you choose, it needs to reflect the personality of the company to create the proper image. If you have a letterhead, you should design your business card with the same style. You can affect the image that is created through the use of different elements on your business card, such as your logo, ink colors, typestyles and the paper it is printed on.

When deciding what elements to use on your business card, you should consider some of the following factors:

• Does your company have a logo? If it does, the logo should be used on the business card. If you do not have a logo, consider having one designed for you, it is a good way of expressing your company's personality. Once you have a logo, it can also be used on your letterheads and envelopes. It should be used on other marketing and communication materials that your company uses. Using it on all company materials builds consistency in appearance and company recognition.
• What colors are used to represent your company? If you have other printed materials that have a color scheme that is used, you should incorporate those colors into your business card. This will create company identity through the use of the associated colors.
• Select a typestyle to use for your company name. Select a style that reflects the image of your company, different typestyles create different images. You should also select a typestyle to use for the other content on your business card. Try to limit the typestyles that you use on your letterhead to two different typefaces.
• Decide on the information that is important to be on your business card, such as company name, address and phone numbers. Does your company have a slogan? If it does, you should use it on the business card. A slogan is a good way of providing a message about your company, products or services.
• Select the type of paper you would like your business card printed on. The paper's weight, finish and color will all affect the image your business card conveys. If you use a special type of paper, you may want to determine if you want to use the same type for your letterheads and envelopes. Using matching stock adds consistency to your overall company image.

Once you have determined what elements you will use, you are ready to start the design process.

Content Elements

The content of your business card consists of any information about your company that you want included on your business card. The main purpose of your business card is to provide information about your company. When deciding on elements to include on your business card, you should consider whom you will be giving your card. If you are giving it to potential customers, you will want to include information about what you do. If you are giving them to your suppliers, you may not want to include an 800 number. You may have a need for more than one type of card. The content should include the following elements that are applicable to the use of the card.

• Logo
• Company name and address
• Contact name
• Phone numbers
• Fax numbers
• E-mail address
• Slogan
• Product or Services

The business card has a limited amount of space available so it is important that you do not include any unnecessary information. The business card should not look overcrowded.

Design Format

There are several methods that can be used to choose the format for the layout of your business card. The format can be determined through custom designing or by selecting a preset template.

Custom Design

Custom designing provides many options when determining the format. You can create most any format that your imagination allows. Copy placement, typestyles, ink colors and paper types are only restricted by what your manufacturer has available. Custom designing allows you to use a design unique to your company. Keep in mind that opting to use a custom design will most generally cost you more than a template type format.

Templates

The use of templates for the format of your business card is a suitable option in many cases. Template formats can be used through special software, Internet applications and catalog orders. Most template formats allow a certain level of customizing to them. The level of customizing is different with each application. The areas affected are listed below.

Logos/Graphics - Some allow you to use only their artwork for a logo or to add a graphic to your business card. Others may allow you to use an image stored in your own files. Catalogs will generally have stock art available but will also allow you to furnish your own logo or graphics as artwork, film, on a disk or as an electronic file.

Ink Colors - Some applications restrict you to the use of one or two colors and only have a limited number of inks to choose from. Some will have a large selection and allow four color process. Others will allow most any color you desire but will apply special upcharges and may result in extended delivery times.

Typestyles - Generally you have a selection of typestyles to choice from. Your choices can vary from eight to several hundred, depending on the provider. A minimum level provider may restrict you to selecting a typestyle for the main line and only allow a standard preselected type to be used for the other information. At a higher level, two or more styles may be allowed. The selection of type size will also vary from different providers.

Format Type - The different format selections may vary from four to twenty options, while other applications have the option to place copy in locations where ever you indicate (with some limitations). The formats may vary from a horizontal, vertical or foldover style card. The standard size of a business card is 3-1/2" x 2".

Paper - Most applications will have a selection of papers that include a standard economy paper, a smooth finish, a high gloss finish, a laid finish, a linen finish and a fiber paper. The paper is all a card stock ranging from 76 lb. to 80 lb. in weight. Depending on the level of the provider, the color selection may vary from two or three colors of each to the full line of colors that are available in that grade of paper.

Using a template application can provide you with many options to give your business card a customized appearance. Before using one of the template applications, be sure that your options will meet your needs and that the provider will produce a quality product for you.

Design Creation

Designing your own business card can be a challenge but if you have the appropriate elements to work with, your job will be a lot easier. It is always helpful to look at samples of other company business cards or samples from business card catalogs. This will give you some ideas and a feel for the type of design you would like to use to create an image for your company.

The guidelines below will help you with creating the design for your business card.

Logo Design

If you do not presently have a logo, you should consider designing one or have one designed by a professional. You want your logo to be a professional representation of your company so it may be well worth the cost of having it created by a professional. It is an investment in the future image of your company.

Whether you design your own logo or have it created professionally, there are some basic elements that you should use to develop the design.

• Company or Product Type - What type of personality do you want to convey; formal, bold, cheerful, youthful, technical, professional . . . ?
• Graphics - Do you have a graphic that reflects your company type that could be incorporated into the design? It could be pictures, lines, squares or other shapes used to represent an image of your company.
• Typeface - Sometimes letters of a special typeface are used to represent the first letters of the company's name, such as the GE used for General Electric.
• Ink Colors - Many times there are specific colors that are used to represent a company. Those colors could be incorporated into the logo.

All of the basic elements can be used to help create the right design for your company. Several designs should be created and then evaluated to see which best represents the image you want for your company.

Typeface Selection

Select typefaces that reflect the nature of your business. Try to limit your selection to two different types. You can use bold and italic in the typefaces you select but avoid overuse. Avoid using all capital letters, they are more difficult to read. If you have a letterhead, use the same typefaces used on it. Be sure you select an easy to read type for the copy that will be printed in small print.

The type size you use will vary for different information. The company name should be approximately 12 pt. to 14 pt. in size, depending on the typeface used. The cardholder name should be 10 pt. to 11 pt. and possibly in a bold type. The remaining information should be 9 pt. to 10 pt. type but be sure it does not get too small, making it difficult to read.

Layout Design

There are many options that can be used for the layout of your business card. You should use a standard 3-1/2" x 2" size business card so that it fits in wallets, cardholders and card files. The company's name and the cardholder's name are usually emphasized on the card. They can all be centered, left justified, right justified or a combination of alignments can be used. Look at samples from other companies or designs offered in catalogs from business card suppliers. This may help you get a feel for the style of layout you are interested in. Then start placing the elements on the card. The format can be horizontal, vertical or a foldover style. The foldover style provides room for more information. Move them into different locations until you find a design that you are satisfied with. You may want to layout several different designs that you like and show them to others to get their opinions. Then decide on a final one.

Color Design

The colors of your design are added by the ink and paper you use. Colors have their own personality traits so they play an important part in your design.

Ink - By the use of color ink you can add most any colors that you want to your business card. If your company has special colors associated with it, you should try to use your company colors to promote consistency, unless they would have an undesirable effect on the image you are trying to portray.

Try not to overdo the use of color because it can cause your business card to look cluttered or unorganized and result in attracting attention to the wrong areas. Use color in areas that are the most important and where you want a person's attention to go.

When selecting the colors you want to use, you should be aware of color associations. This will help you select the appropriate color for the image you are trying to portray.

Image	Colors	Associations
Masculine	Black, gray, dark brown, dark green, deep purple, dark burgundy, rust	Rugged, powerful, bold, strong
Feminine	Light blue, pink, flesh, yellow, peach, light gray, lavender, rose, mauve, pale green	Gentle, loving, caring, bright, soft, tender
Bright	Pink, blue, red, green, yellow, orange, purple	Youthful, active, cheerful, fun, playful
Natural	Brown, rust, gold, burnt orange, tan, hunter green, dark reds, all earth tones	Wholesome, outdoorsy, dependable, nature
Warm	Orange, yellow, red, gold, terra cotta, beige	Sunny, warmth, radiant, active stimulating, glowing
Cool	Light blue, turquoise, teal, light gray, silver, mint green, white	Airy, fresh, tropical, breezy, calm
Elegant	Black, gray, platinum, silver, gold, metallics, navy, burgundy, forest green	Confident, powerful, classic, rich, sophisticated, luxurious, graceful, superior quality

The color association can help if you do not already have established colors. You also want to be sure the colors you choose go with each other and that they will not clash with the paper on which the business cards will be printed. Many times black is chosen as one of the colors because it coordinates well with other colors.

Paper - The paper you use for your business card can affect the image you are trying to achieve. It will be the background for everything on your card. Using a colored paper is an inexpensive way to add color.

Be sure that when you choose your paper that it will look good with the ink colors you have chosen. If you are going to be printing letterheads and envelopes, and are planning to use matching stock, be sure to check availability of stock for those items.
The paper you use needs to be a heavy weight card stock. Your business card will be put in pockets, briefcases, purses and drawers. It needs to be able to stand up to the wear and tear of everyday use.

There are many different papers available for your business card. There are some basic types that are generally available from most suppliers. Each supplier will have different grades and colors available so it is best to consult with them to see what your options are when you are determining which paper would be best for you to use. They can also tell you if they have matching letterhead and envelope stock.