Talking Behind Your Back

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Your printed promotional materials, such as business cards, talk about you behind your back. When you are not around, they have to speak on your behalf. Clear, accurate and visually appealing business cards are a great way to help influence your target audience.

Talking Behind Your Back

I have a specific process when working with clients who want to revamp their business cards, based on my experience as a communication designer. Here are some top complaints I hear when meeting with new clients who want to replace their business cards:

  1. they don’t truly visually represent the person or business
  2. the text is small and hard to read
  3. the information is out of date or key information is missing
  4. the printing, paper stock, or finishing is not what was intended


And here are my suggestions for helping them:

1 – In order to make sure the business cards are a great representation of the person or business, we look at several design options, as well as surveying designs from the competition and other industries as well. A visual audit such as this helps instill confidence in the final design choices.

2 – One easy way to ensure the text on a card is readable is by reviewing a printed proof, printed to scale. This will give the client a chance to see exactly how big the text will be and is much more telling than a proof on a computer screen. I also discuss paper stock and printed contrast with my clients, as these are key elements of legibility.

3 – As for information being out of date, I start the process by asking my lots of questions. If you suspect your personal contact information is going to change (such as a name or designation change, or address change, for yourself or your business), I recommend doing a small run of cards and we can update them and print more when you get settled with your new info.

If it’s your first run of business cards, we should also start small, because chances are you’ll discover something a few weeks into having your cards. For instance, you may notice you are constantly giving out your Skype address and wish that had been on the card. Or you may wish that you didn’t put your personal cell phone number on the card, because a few customers called you after business hours.

When a client is more certain with their content, we can get a full run of cards, which is more cost effective and often higher quality.

4– In order to ensure great results, it’s important to invest in quality printing. I only work with professional printers who consistently produce great work. Because of the volume of printing I do, I can ensure value for my clients, but I am focused on making sure the design intent is carried through with great printing.

Having business cards you can be proud of takes some planning, but having cards your customers will remember is very rewarding. If you’d like to chat about how business cards or other printed materials can enhance your visual reputation, please contact me.

in Flora's suggestions by Flora Gordon Comments are off