Cards make the man: Five tips for designing business cards

Networking is the be-all and end-all in business life. Business cards are the central means of communication for making a lasting impression. Regardless of whether existing contacts are to be maintained or new ones established, the little cards quickly break the ice. They are the most important source of information about the other person and provide information about the company, the function of the business partner and all essential communication data. At least as important: business cards are an important and absolutely necessary reminder of who you are. In some countries, business cards even serve as a prestige object or status symbol.

In this country, business cards are usually exchanged between business partners when they first meet. Whether at conferences, negotiations or a chance meeting, the exchange of business cards has become an integral part of maintaining contacts. But what should be on a business card and how should it be designed? Linda Mierke, Marketing Manager at the online printing company Cewe-print.de, gives five tips.

1. business cards as a reflection of the company

Business cards are usually the first document that a potential customer receives from a company - they are the figurehead of the company and its employees. The appearance of the cards inevitably conveys an impression of the person handing them over. Business cards should therefore be as flawless as possible and have no creases or tears. If a card looks new and unused, these positive features are also transferred to the assessment of the character and working methods of the person handing over the business card. Well-kept business cards look professional and well-prepared and cast a positive light on the company and employees alike.

2. information at a glance

Recipients of a business card should be able to see the most important information at a glance. This key information includes the name, company, function in the company, telephone number and email of the contact person, as well as the address and website of the company. Too many elements on a business card can confuse potential customers and thus disrupt the functionality of the card. If information changes, such as a new extension number or e-mail address, it is advisable to have new business cards printed. Information that has been crossed out or replaced by hand looks unprofessional and should be avoided at all costs.

3. conservative shape and eye-catching graphics

Although there is no fixed format for business cards, companies should still rely on standard check card formats (e.g. 85mm x55mm). Unusual formats such as round or extremely small business cards are generally not well received, nor are unusual materials such as wood or plastic. Such business cards are difficult to store and can quickly get lost if they are too small. Unusual graphics, on the other hand, can help you stand out from the crowd. Here too, of course, care should be taken not to choose a color scheme that is too garish or bright so as not to put off business contacts. However, colors should definitely be used, as it has been proven that potential customers are more likely to choose colorful business cards. A strict corporate design can also help to stay in the memory of business contacts for longer. If customers see a corporate design not only on the business card, but also on other correspondence such as stationery, e-mail signatures or envelopes, they will remember it for longer.

4. it's the feeling that counts

Saving on the quality of business cards means saving at the wrong end. Business cards should feel good. The feel is particularly important during the first contact with a potential customer, as a good feeling is transferred to the person you are talking to. Various finishing techniques such as full-surface UV varnishing or cellophane wrapping help to make business cards more robust and durable. Other techniques, such as soft touch cellophane wrapping, change the look and feel of the card. A minimum grammage of 300 g/m² is recommended.

5. business cards in use

Exchanging business cards is a widespread networking opportunity, especially at trade fairs and events. That's why company representatives should always have enough cards with them. It may also be worth having a reserve - for example in your car or suitcase - so that you can quickly replenish your stock if necessary. Refusing an offered business card is considered extremely impolite and can end potential business relationships prematurely. Cards that are handed over should never be pocketed directly, but should first be looked at carefully. This offers the additional attraction of seeing the name of the person you are talking to again and possibly remembering it better. Ideally, you should associate the business card with a face afterwards.

Business cards are an important communication tool. However, at trade fairs and events in particular, participants are handed a lot of cards. In order to be remembered at the end of the day, companies should design their business cards carefully and pay attention to quality, functionality and design. This way, the small cards quickly become a business aid.