culled from:overnightprints.com
Establishing a strong product or service is essential to the success
of a business, but marketing the companyâs brand is just as important.
The business card is one of the most proven methods of branding. The
business card not only provides the companyâs name, phone number,
email, and address but serves as a means of communication. Building on
the companyâs network, the business card is the foundation of
word-of-mouth advertising and can deliver powerful messages.
McDonaldâs golden arches are an image that everyone identifies with
the fast-food giant. Likewise, customers should be able to recognize
the colors and images associated with the company. Color themes, fonts,
and the logo should be printed on the card as well as the companyâs
contact information, including email, website and any other pertinent
information. There are a number of tools and resources available online
to help build an effective-looking business card.
Branding
Branding is an important process that helps the small business owner to
get inside the minds of their customers in order to successfully launch
their products or services. Essentially, branding differentiates one
product or service from the competition. Some companies complete a
global branding campaign. Others brand individual products in addition
to an overall brand definition campaign. Multiple components go along
with the establishment of a strong brand and the business card is one of
them. The key to branding is consistency and that requires that small
business owners define color themes, fonts and a logo, before the
designâs completion.
Color Themes
Researchers and scientists have talked about the concept of color
psychology. The psychology of color implies that people have specific
reactions when they see different colors. For example, yellow makes some
people anxious while for others blue gives them a soothing feeling.
Small business owners should not take color themes lightly; research
also reveals that color provokes specific psychological reactions.
While a business color theme should be simple, no more than two to
three colors, choosing the right theme might present a challenge. One
important component of color selection is defining what each color
means. Ideally, the selected colors will work well with the companyâs
mission and image. For example, a company that needs to establish a
greater degree of trust and integrity, such as a bank might consider
using the color blue, which connotes calm, tranquil and loyal feelings.
The colors that are chosen should be easy to reproduce. Ultimately, the
colors selected on the business card should invoke positive feelings to
a broad audience.
Business owners can use online resources such
as Web colors as a starting point. Since many documents are printed
using digital technologies, the hexadecimal system is a good place to
begin. The system helps the small business owner to identify colors with
the use of a unique and universal numbering and lettering system.
Accordingly, a business owner in Nebraska can request printed collateral
in Singapore and rest assured the colors will be true to what they see
online.
Fonts
Typography matters. The typeface a business owner selects conveys
the strength and quality or creativity and superficiality that customers
associate with that particular business. Helvetica, Times New Roman,
Arial, and Tahoma are fonts traditionally used and are easy to
read. Weak fonts such as Pristina and Algerian are hard to catch the
readersâ attention. Overly fancy fonts such as Parchment or
Blackadder or fonts in bright colors are hard to read. As a result,
choosing the proper font type, weight and sizeâas a global
consideration across all marketing collateralâdelivers subtle clues
about the business. Limitations in technology can also make some fonts
inaccessible to people depending on their computer systems. Choosing a
font that most people can view and that is not outdated can be
difficult. Ultimately the same rules apply in the basics of design:
simple is best. The font should be clean and professional. Small
business owners should be consistent using the same fonts on their
business cards as with the rest of their printed material such as annual
reports, brochures, envelopes, and letterhead. Online resources like
Googleâs Web fonts can make selecting universal typography a simpler
process. Keep in mind that copyright law may apply to some font designs.
Logo
One of the most important steps to establishing a small
businessâs brand is getting a solid, expressive and professional logo.
Small business owners do not need a professional logo designer,
although using one can free important time to focus on other branding
techniques. Make sure the logo represents the companyâs goals and
mission. Of equal importance is assuring the logo conveys a strong
message and matches other marketing and communications collateral
material produced by the company.
Once the logo, color theme and fonts are chosen, creating the
business card will present less of a challenge. At minimum, the card
should include the employeeâs name, address, email, and telephone
number. The company website address should also fit on the card.
One-sided business cards get straight to the point; however,
double-sided cards can deliver more information or serve to offer
customers a coupon or scheduling an appointment. The flexibility of the
business card is only limited by the small business ownersâ
imagination.
