Creating an Image | Content Elements | Design Format | Design Creation | Production

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. See Design Creation for more information on logo design.
• 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. See Content Elements for what type of information should be included on your business card.
• 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. See Design Creation for more details on custom designing your business card.

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. See Design Creation - Paper for samples of the different paper finishes and colors.

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.

Sample Headings Showing Different Logo Types

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.

Shown below are some different layout options.

The designs shown here are just examples of some different layouts that can be created for your business card. You can change the placement of the elements in anyway that appeals to you. Just remember that you are trying to convey the image of your company.

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.

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. Some of the basic types available are shown below.

	76 lb. White and Ivory Vellum A smooth finish heavyweight stock. An economy grade that has a flat appearance.
	67 lb. / 80 lb. White Bristol A high quality, smooth finish heavyweight stock. Has a crisp white appearance, offers good contrast.
	80 lb. Mirrorkote Gloss A high quality, gloss finish card stock. Its glossy appearance provides an excellent background for your business card. Mirrorkote paper is available in white and colors. The colors shown are the ones most often offered. Check with your supplier for availability of other colors.
	65 lb. / 80 lb. Laid Laid bond has a soft, subtle texture that adds depth to the paper. Its classic appearance conveys a prestigious and professional image. Laid paper is available in white and colors. The colors shown are the ones most often offered. Check with your supplier for availability of other colors.
	65 lb. / 80 lb. Linen Linen paper is embossed with a fine linen texture. It has a look of elegance and conveys a confident professional image. Linen paper is white and colors. The colors shown are the ones most often offered. Check with your supplier for availability of other colors.
	65 lb. / 80 lb. Recycled Fiber A recycled stock with a smooth finish that contains visible fibers. The visible fibers give the paper its own unique look and can add just the right look to your business card. Fiber paper is available in white and colors. The colors shown are the ones most often offered. Check with your supplier for availability of other colors.
	65 lb. / 80 lb. Brightly Colored Card Stock A smooth finish card stock. The bright colors of this paper will give your card a creative look and will certainly attract the attention you want. The card stock is available in many bright colors. The colors shown are just some of the colors that are available. Check with your supplier for availability of other colors.

Other special stocks that are available are parchment, plastic and magnetic. Parchment card stock is a special paper that has a two toned cloudy pattern to it that provides a unique background to the paper. Plastic card stock is available in various thickness, such as 12 pt., 20 pt., and 30 pt. It adds a sturdiness and durability that is not achieved by other stocks. Magnetic stock is generally available in a 20 pt. thickness and provides a magnetic property to your card.

The papers shown above are just some of the most common papers available for your business cards. If you have a specific paper that you are interested in, contact your supplier to see if it is available.

Special Design Features

There are many options for adding special design features to your letterhead. Special features range from simple copy techniques to finishing techniques, such as embossing and foil stamping. Shown below are some of the special features that are available.

Text on a Path Text on a path can be used to attract attention to a specific area on the business card. It is a technique where a line of text follows the curve of a line or object.
Reverse Type Reverse type displays the text in white and the background in a color. It can add extra impact to the design of your business card.

Bleeds

A bleed is when any of the printed copy runs off the edge of the sheet. It can be an attractive element added to your business card design. The bleed feature generally adds to the cost of your card because it has to be printed on a larger size sheet and then trimmed to the finished size.

Screen Tints

Screen tints can be used to create a shaded effect on the business card. They may be used in the logo design or anywhere such an effect is desired. It is a good way to create the appearance of another color without actually having to use another ink color.

	Gradient Screens A gradient screen has screen densities that gradually blend from one density to another. It can produce a softening effect and blend one area of the business card into another.
Photographs A photograph can be printed on the business card by using a halftone. It can be printed in a single color or in four color process. This feature is used sometimes to add a photo of the person represented by the business card or to add a photograph to the background of the card. Adding a color photograph can add substantially to the cost of your card.

Thermography

Thermography is a printing process that creates a raised image on the paper, which is often used on business cards. Thermography gives a high quality look to your card. When designing copy for a business card that will be printed in thermography, you should avoid using gradients and screens because they will have a tendency to fill in. If they are used, a coarse screen should be used. For more information on guidelines to consider when designing a business card that will be printed in thermography, see Print - Thermography.

Metallic Ink

Metallic inks are printing inks containing metallic powders, which produce a gold, silver, or bronze effect. The metallic inks can give your letterhead a very distinctive look. There is generally an additional cost charged for the use of metallic inks because they are harder to run, which causes more production time.

Foil Stamping

Foil stamping requires a heated metal plate with an engraved image to strike a foil film, transferring the foil coating from the roll film onto a stock that is to be imprinted. The stock to be foiled then receives the high density metallic finish, resulting in a reflective image with a bright and dense metallic appearance. Choose a foil that has a high resistance to heat. Foils can be used on your business card for logos or accents surrounding logos, borders or highlights surrounding images. Sometimes foil stamping is applied to almost the entire front of the business card to give the entire card a foil appearance. Foil stamping gives your business card a professional, high quality look. For more details on what to consider when you are planning to use foil stamping on your business card, see Finishing - Foil Stamping.

Embossing

Embossing is a process that applies pressure to the back side of a material to alter the surface, giving it a three dimensional or raised effect. The procedure involves the use of two dies, one fitting into the other so that the raised die forces the stock into the recessed die to create the embossed impression. Additional charges for embossing are based upon the size and amount of detail in the dies, so the cost may vary from one design to another.

Embossing attracts attention and gives your business card a very high quality appearance. There are several types of embossing available, each requiring a small difference in the process that is used. The most common types are shown below.

		Blind Embossing - An image embossed into the paper in an area where there is not a printed or foil stamped image. Blind embossing creates a clean and distinctive or subtle image on paper stock.
Single Level	Multi-Level	Registered Embossing - An embossed area in the paper that registers with a printed image. Registered embossing adds a dimensional look to the printed area.
		Foil Embossing - An embossed area in the paper that registers with the foil stamping in that area. Foil embossing adds a dimensional look to the foiled area.

For additional types of embossing and details on preparing your copy, see Finishing - Embossing.

Engraving

Engraving is the highest quality printing process that you could use for your business card. It is a process where an image is etched or cut into a copper plate. Today engravers use photo-etching or other high speed techniques to do the etching process but historically it was all created by hand by engravers. Once the die has been etched with the image, it is secured on the press. Ink is applied and excess ink is wiped away so only the etched lines in the die are filled with ink. Then high pressure is applied to the paper, pressing it against the die. The pressure pushes the paper into the etched areas of the die, causing the paper to be embossed and the ink is then transferred to the surface of the paper.

The paper used for engraving must have the tensile strength to hold up under the high pressure it is exposed to. Cotton fiber papers are ideal for engraving because of their high tensile strength. Consult your supplier to be sure that the paper you select is suitable to hold up under the engraving process.

The engraving process produces the highest quality image of any type of printing process available. It has an extraordinary ability to reproduce very fine details into crisp, clear images. The engraving inks that are used are highly opaque so they produce a very solid image whose color is not affected by the color of the paper.

When designing the artwork for your engraving, be sure to work with your engraver to ensure that your design will not cause any problems in the engraving process. Relying on your engravers expertise will result in an engraving that will produce the image you are expecting.

Engraving produces a very distinguished look. It is used many times at an executive level as a sign of success or importance. It conveys an image of a company as being successful, established, high quality and prestigious. People appeal to its quality, which results in a positive image of the company. The cost of engraving will be more expensive than other printing process and it will vary depending on the size and detail of the image.

Backprinting

You can use the back of your business card to printed additional information. The back can generally be printed in one or two colors and is printed in a flat ink.

Round Corners

Your business cards are manufactured with square corners. They can be round cornered for an additional cost. Round cornering is a separate operation that is completed after the cards are printed and trimmed to size. It is more commonly used on membership cards and other types of cards than business cards.

Die Cutting

Your business card can be die cut into a special shape to add a unique appearance to your card. It can be die cut into most any shape. The additional cost to your business card will depend on the complexity of the die cut. The more detailed the design, the higher the die charge will be. If you are considering die cutting your card, be aware that cutting it to an odd shape will make it harder to store. So if you are going to use a die cut, be sure it will not hamper the use of your card.

Standard file card die cutting is also available for your business cards. File card die cutting allows your card to be stored in a rotary card file. File cards can be cut with or without a tab at the top. They are slightly larger than a standard 3-1/2" x 2" business card. They are approximately 4" x 2-1/4". Filing or storing file cards may cause a problem for people who do not use the rotary file card storage.

Design Tips

The following tips are some general guidelines to help you as you are designing your business card.

• Gather all of your content elements and decide on the ink colors and type of paper you will be using before starting to design your business card. This will give you the necessary pieces to create your design.
• Put emphasis on the company name, cardholder's name and any other information you want people drawn to first, but do not make the names so large that they are over powering on the card.
• Do not overcrowd the business card with too much information. White space used effectively will help attract attention where you want it and avoid a cluttered effect.
• Use color selectively. When color is used in too many areas, the areas start to fight for attention. Use color to emphasis specific areas.
• The typestyles and format you use should follow through on your letterhead, business card and envelopes to promote consistency throughout.
• If you are trying to design your own business card and create the artwork on your own but are not confident in what you are doing, it may be worth the cost of having someone experienced do the work for you. They will be able to provide the artwork prepared according to the printers requirements, saving you the time and cost of having to redo artwork that is not prepared correctly.

Production

There are some production requirements that need to be considered when you are planning and designing your business card. Being aware of production requirements will help eliminate problems during production, which can delay delivery and result in additional cost. Some of the areas of concern are discussed below.

Artwork

If you will be furnishing artwork to the printer, be sure you furnish it according to their requirements. Some features have special requirements, such as copy with bleeds and photographs. Layouts containing a bleed are required to have the copy, that bleeds, extend 1/8" past the edge of the paper. The business cards are printed oversized and the excess is trimmed after the business cards are printed.

When a photograph is to be printed on the business card, check to see what needs to be furnished to the production department. If your card has embossing or foil stamping, check with production to see what is required.

If your business card is to be printed in two or more colors, you will need to furnish production with artwork indicating color separations or furnish separate negatives for each color. Many printers will accept digital files. Consult with your printer to see what options are available for supplying digital files.

Ink

When using colored ink, check on what the printer's standard inks are and then select from those if possible. If you have a special ink that is required, check with your printer to see if it is available. They can usually match the color you need at an additional cost.

Be sure to indicate if your business card will be running through a laser printer at any time. Heat resistant inks will need to be used to withstand the high temperature of the laser printer.

Paper

The weight and finish of the paper may affect the quality of some features and inks. Once you select a paper, if you have any special features you are using, consult with your printer to see if the paper you have chosen is suitable for the process that will be used.

If you are going to be using the same paper for your letterheads and envelopes, be sure to check availability. Envelopes are not always available in all colors and weights and some stocks are not available in a suitable letterhead weight. Many times special items can be ordered at an additional upcharge.

Customer Supplied Paper - Some printers will accept customer supplied paper. Be sure that any supplied stock has been stored and handled properly. If the printer receives damaged stock it may cause problems in running, causing excessive waste and additional cost to you.

Master Runs

If your business card usage is large, with many individual runs, you may want to consider having a master run of the business cards printed. The master run is printed in a large quantity and then stocked by the printer to be imprinted in smaller lots for the different individual business cards. Some masters may have a logo preprinted and then different addresses for different company locations are imprinted as they are needed. Sometimes all information except a person's name is preprinted. The information that is preprinted can be anything that will not change from lot to lot.

Running masters results in economies by producing a larger quantity at a lower cost per piece than running small individual orders. It can cut down in delivery times also because imprinting can be provided on a on-demand bases. The best economies are gained on business cards that are two or more colors or that have other features that add high upcharges each time your card is produced, such as special inks, foil stamping and embossing.

If you are interested in a masters program, consult your printer to see if they offer this option. If they do not, the possible savings may make it worth consulting another printer.

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