The Business Card: An Invaluable Communication Tool: How to Use It Effectively
24 January 2011
Read by 2246 persons
Paper and printing quality, graphic design, and the number and nature of the information contained are distinctive features to consider. The design of a business card should be very simple in diplomacy and the financial sector, and more free in the artistic creation professions or show business.
We often consider personal and institutional communication strategies, including their media: commercial publications, mail, multimedia presentations, websites, etc. Among them, there is one that speaks particularly about us: our business card. Often underestimated in terms of image, it presents several markers of distinction: the quality of the paper and printing, the graphic design (colors, logos, and fonts), and the number and nature of the information it contains. This seems simple, and yet our files are full of counter-examples of business cards...
Historically, the use of business cards aimed to replace personal visits.
The rules of its use followed the etiquette of royal and princely courts and aristocratic and diplomatic circles of the time, in accordance with local customs.
Nowadays, only some of these functions have been preserved. The business card can be used to send a short message when the situation does not require direct conversation and is an indispensable communication tool, particularly in business. The exchange of cards on various occasions (receptions, trade fairs and exhibitions, conferences and seminars) aims to maintain contact between people.
Traditionally, in diplomacy and friendly relations, the exchange of cards takes place at the end of a meeting or interview. On the other hand, in business, it is more common to present your card at the beginning. Thanks to this, our interlocutor will immediately know our identity (identity and title, especially), which will allow them to pronounce our name correctly and improve the quality of the relationship. Handing someone a business card is always an individual act, and the person receiving it should feel distinguished by this fact. Thus, we must avoid "chain" distribution or - worse - placing the card on the empty table before the arrival of our interlocutor. Depending on the culture, particular importance can be given to handing over a business card: for example, the Japanese hand it over carefully in both hands and bow deeply. In all cases, if we receive a card, it is good practice to look at it carefully before putting it away, thus showing our interest in its holder.
For graphic design, simplicity is important
The appearance of our business card gives a lot of information about us. It is therefore necessary to take care of it and ensure its aesthetics, without forgetting the most important thing - the information it contains. Needless to say, it must be clean and uncreased. For this, it is preferable to keep our cards in a special small case. The business card should be made of bristol paper, white or cream, smooth or slightly textured, matte or discreetly glossy. Its standard dimensions (90x50 mm) allow it to be easily inserted into a binder intended for this purpose. There are also detachable cards in the form of a binder, but their appearance is not very elegant: traces of perforation remain and the paper can crease when detached.
Regarding information, the number decreases depending on the importance of the position held by the holder. If they hold a position of the highest public responsibility, their card only contains their first and last name, their function, and the coat of arms, possibly the name of the capital. In business, it is preferable to keep the practical side of things in mind and insert all the necessary data to maintain contact with us. The basic data are: first and last name, name of the institution and its logo, the function held, and contact details (postal address, electronic address, telephone, fax, e-mail, mobile phone). Knowing that this information will be used in a professional context, it is not recommended to include home or private mobile phone numbers on professional cards that are distributed to many people. If necessary, this type of information can be added manually when handing the card to a specific person. This is a clear signal for them not to pass this data on to other people.
The graphic composition of a good business card is characterized by maximum simplicity. It can contain the logo or coat of arms in color (and possibly embossed) and two types of fonts. Double-sided printing should be avoided because it prevents taking personal notes on the free part of the card. However, this practice is justified when it comes to a person whose native language is written with an alphabet little known in the country where they work. In this case, double-sided printing: e.g., Arabic-French, Chinese-English, is more practical and therefore acceptable.
Avoid printing on a dark background
What are the most frequent errors concerning business cards? The list could be long, so let's mention the most frequent or most shocking ones: first of all, the oversized card, printed on paper that is too thin or - even worse - laminated to give it more rigidity.
Then there is the poor printing quality and the overuse of colors and fonts, or even the choice of an inappropriate font. Another defect would be to print on a dark background, which prevents any inscription and makes it difficult to read. In terms of content, the greatest extravagance would be to insert a photo of the holder (yes, it exists!) or images intended to illustrate the activity, or to present a long list of their scientific titles and functions, current and past.
In practice, the design of a business card varies according to the sector of activity: it will be very simple in diplomacy and the financial sector; more free in the artistic creation professions or show business. What is most important is that this communication tool is consistent with the overall image of ourselves and our company that we wish to communicate to those around us. The use of the business card must therefore correspond to this objective, while remaining a testament to elegance and good manners.
Published January 19, 2011
Posted online January 21, 2011
lavieeco.com
We often consider personal and institutional communication strategies, including their media: commercial publications, mail, multimedia presentations, websites, etc. Among them, there is one that speaks particularly about us: our business card. Often underestimated in terms of image, it presents several markers of distinction: the quality of the paper and printing, the graphic design (colors, logos, and fonts), and the number and nature of the information it contains. This seems simple, and yet our files are full of counter-examples of business cards...
Historically, the use of business cards aimed to replace personal visits.
The rules of its use followed the etiquette of royal and princely courts and aristocratic and diplomatic circles of the time, in accordance with local customs.
Nowadays, only some of these functions have been preserved. The business card can be used to send a short message when the situation does not require direct conversation and is an indispensable communication tool, particularly in business. The exchange of cards on various occasions (receptions, trade fairs and exhibitions, conferences and seminars) aims to maintain contact between people.
Traditionally, in diplomacy and friendly relations, the exchange of cards takes place at the end of a meeting or interview. On the other hand, in business, it is more common to present your card at the beginning. Thanks to this, our interlocutor will immediately know our identity (identity and title, especially), which will allow them to pronounce our name correctly and improve the quality of the relationship. Handing someone a business card is always an individual act, and the person receiving it should feel distinguished by this fact. Thus, we must avoid "chain" distribution or - worse - placing the card on the empty table before the arrival of our interlocutor. Depending on the culture, particular importance can be given to handing over a business card: for example, the Japanese hand it over carefully in both hands and bow deeply. In all cases, if we receive a card, it is good practice to look at it carefully before putting it away, thus showing our interest in its holder.
For graphic design, simplicity is important
The appearance of our business card gives a lot of information about us. It is therefore necessary to take care of it and ensure its aesthetics, without forgetting the most important thing - the information it contains. Needless to say, it must be clean and uncreased. For this, it is preferable to keep our cards in a special small case. The business card should be made of bristol paper, white or cream, smooth or slightly textured, matte or discreetly glossy. Its standard dimensions (90x50 mm) allow it to be easily inserted into a binder intended for this purpose. There are also detachable cards in the form of a binder, but their appearance is not very elegant: traces of perforation remain and the paper can crease when detached.
Regarding information, the number decreases depending on the importance of the position held by the holder. If they hold a position of the highest public responsibility, their card only contains their first and last name, their function, and the coat of arms, possibly the name of the capital. In business, it is preferable to keep the practical side of things in mind and insert all the necessary data to maintain contact with us. The basic data are: first and last name, name of the institution and its logo, the function held, and contact details (postal address, electronic address, telephone, fax, e-mail, mobile phone). Knowing that this information will be used in a professional context, it is not recommended to include home or private mobile phone numbers on professional cards that are distributed to many people. If necessary, this type of information can be added manually when handing the card to a specific person. This is a clear signal for them not to pass this data on to other people.
The graphic composition of a good business card is characterized by maximum simplicity. It can contain the logo or coat of arms in color (and possibly embossed) and two types of fonts. Double-sided printing should be avoided because it prevents taking personal notes on the free part of the card. However, this practice is justified when it comes to a person whose native language is written with an alphabet little known in the country where they work. In this case, double-sided printing: e.g., Arabic-French, Chinese-English, is more practical and therefore acceptable.
Avoid printing on a dark background
What are the most frequent errors concerning business cards? The list could be long, so let's mention the most frequent or most shocking ones: first of all, the oversized card, printed on paper that is too thin or - even worse - laminated to give it more rigidity.
Then there is the poor printing quality and the overuse of colors and fonts, or even the choice of an inappropriate font. Another defect would be to print on a dark background, which prevents any inscription and makes it difficult to read. In terms of content, the greatest extravagance would be to insert a photo of the holder (yes, it exists!) or images intended to illustrate the activity, or to present a long list of their scientific titles and functions, current and past.
In practice, the design of a business card varies according to the sector of activity: it will be very simple in diplomacy and the financial sector; more free in the artistic creation professions or show business. What is most important is that this communication tool is consistent with the overall image of ourselves and our company that we wish to communicate to those around us. The use of the business card must therefore correspond to this objective, while remaining a testament to elegance and good manners.
Published January 19, 2011
Posted online January 21, 2011
lavieeco.com
