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  Business  Card  Design      

QUANTITY     Much  of  the  cost  of  printing  business  cards  is  in  the  setup.    To  keep  your  costs  down,  print  as  many  cards  as   you  can  in  a  single  run.     If  you  anticipate  hiring  more  people  over  the  next  year  or  two,  it  may  be  cheapest  to  print  cards  for  existing   employees  plus  a  large  batch  of  templates  with  your  basic  company  info  (logo,  slogan,  address,  URL)  but  no   name,  title,  etc.    When  you  add  new  employees,  you  can  print  their  name,  email,  and  phone  numbers  on  the   templates  in  a  smaller  batch.         How  many  people  need  cards  right  now?     QUANTITY*     NAME   (SEE  NOTE  BELOW)                           Total  (A)     Number  of  new  hires  planned  (for  blank  templates)  (B)     Number  of  cards  per  new  hire  (C)     Total  blank  templates  (D  =  B*C)       Total  cards  to  print  (A+D)     *Typical  quantities  

  „ 100:    Too  few;  not  recommended  because  setup  costs  are  disproportionately  high;  250  will  cost  very   little  extra   „ 250:    A  good  size  box  if  you’re  not  going  to  pass  out  a  lot  of  cards   „ 500:    Two  good  size  boxes   „ 1000,  2000,  3000+    

QUALITY     Your  Value  Proposition   Your  Design  Theme  

       

  Corporate  Identity „  Business  Card  Design  

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COLOR     Before  selecting  paper,  it’s  best  to  determine  how  you  will  use  color  on  your  cards.     QUESTION  

VALUE  

COMMENTS  

Number  of  colors  in  your  logo  (A)   Number  of  additional  colors  you  may   want  on  the  card  (B)  

   

Total  number  of  colors  (A+B)  

 

Black  is  considered  a  color  as  well;  white  is  not   EX:    If  black  isn’t  in  your  logo  and  you  think  the   text  should  be  black,  you’ll  need  1  additional   color   If  you  have  4  or  more  colors,  you’ll  probably  be   better  off  with  4-­‐color  printing  –  see  below   If  Y,  you’ll  need  4-­‐color  printing  

Do  you  need  to  print  a  photo  on  the   card?   Are  any  of  your  colors  metallic?  

   N    

 Y  

   N    

 Y  

Metallic  inks  can’t  be  replicated  effectively  in  a   four-­‐color  process;  you’ll  need  to  add  a  spot   color  to  your  job,  which  adds  cost  

 

PAPER     Paper  makes  a  huge  impact.    Here  are  some  standard  weights  and  finishes  for  you  to  consider;  you’ll  want  to   discuss  your  options  with  your  printer  and  get  samples.         A  flimsy,  poorly-­‐printed  card  doesn’t  help  you  convey  professionalism  –  in  fact,  it  may  do  more  harm  than   good.    Even  at  low  volumes,  the  incremental  cost  of  going  with  higher  quality  printing  and  paper  is  almost   always  worth  the  investment  per  card.     If  you  are  printing  on  both  sides  of  the  card,  your  paper  will  need  to  have  the  same  finish  on  both  sides  and   must  be  opaque  so  the  printing  doesn’t  show  through.    

WEIGHT  

  “Card”  or  “cover”  stock  is  traditionally  used  for  business  cards.     WEIGHT  

COMMENTS  

80#    

Most  companies  use  this  paper  for  their  business  cards.    It  is  fairly   lightweight.    Average  quality.   Good  heavy  paper  that  feels  far  more  substantial,  high  quality.    Great   for  double-­‐sided  printing.   Midpoint  between  80#  and  120#.    A  better  choice  than  80#  if  you’re   printing  on  both  sides.  

120#     100#    

CONSIDER?      Y  

 Y      Y  

   

FINISH     Corporate  Identity „  Business  Card  Design  

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Uncoated  stock  has  a  matte  finish  and  is  traditionally  used  for  business  cards  and  letterhead.    It  comes  in  a   variety  of  colors  and  finishes.     FINISH  

COMMENTS  

Wove  

Smooth  surface     Very  slight  grain  in  one  direction     Texture  in  both  directions  similar  to  linen  fabric.    Very  traditional   feel.  

Laid   Linen  

CONSIDER?  

 Y    Y  

 Y  

  You  can  also  add  a  clear  varnish  to  uncoated  paper  to  provide  extra  depth  and  interest.     VARNISH  

COMMENTS  

Matte  

A  dull  finish  and  slightly  grainy  texture  that  softens  your  design   because  it  diffuses  light.       Provides  a  glossy  finish  and  sharpens  images.     Means  the  varnish  is  printed  over  a  selected  image,  not  the  entire   page.    Helps  an  image  stand  out  against  its  background.  

Gloss   Spot  

CONSIDER?  

   Y      Y      Y  

  Coated  stocks  have  a  coating  on  one  or  both  sides.    They  absorb  less  ink  so  images  are  sharper  and  colors  are   brighter.    A  coated  stock  is  appropriate  for  business  cards  with  4-­‐color  printing,  bright  colors  or  sharp  creative   design.         COATING  

COMMENTS  

1-­‐side  

    If  you’re  printing  on  both  sides,  you’ll  need  a  paper  that’s  coated  on   both  sides   Has  low  reflectivity  providing  a  soft  look     A  glossy  finish  makes  images  sharper  and  more  reflective    

2-­‐side   Matte   Gloss  

CONSIDER?      Y  

   Y      Y      Y  

 

ADDITIONAL  FINISH  OPTIONS     OPTION  

COMMENTS  

Embossing  

Embossing  creates  a  raised  3D  image  that  conveys  strength  and   tradition.    You  should  use  a  heavy  uncoated  stock.    However,  you   can’t  print  on  the  back  side  of  the  card.    In  addition  to  an  

  Corporate  Identity „  Business  Card  Design  

CONSIDER?  

   Y  

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OPTION  

Foil  stamping  

COMMENTS   incremental  cost  per  card,  you’ll  need  to  have  a  die  made  (could  be   a  few  hundred  dollars).     Also  requires  a  die.    Hot  foil  is  stamped  into  the  paper.    Can  convey   elegance  and  tradition,  but  be  careful  –  it  can  also  look  dated.  

CONSIDER?  

   Y  

 

CONTENT     If  you’re  going  to  print  blank  templates  for  future  employees,  design  your  cards  so  that  the  individual   employees’  information  is  in  a  separate  section  that  can  be  printed  later.         What  do  you  need  to  include  on  your  cards?     STANDARD  INFORMATION     VARIABLE  INFORMATION     (same  on  all  cards)*   (varies  by  employee)     Logo     Employee  name     Slogan/tagline     Title     Company  address     Employee  phone  number     Company  phone  number     Cell  number     Company  fax  number     Email  address     URL     Other     Do  you  need  additional  graphics  (other  than  your  logo)  on  the  card?            No              Yes  –  describe:             Will  your  content  fit  cleanly  on  one  side  of  a  card,  or  will  you  need  a  double-­‐sided  (or  larger  format)  card?     FORMAT  

  Single-­‐sided,  standard  size     Double-­‐sided,  standard  size     Consider  a  unique  format  –  larger  size,  hinged/folded,  etc.    

DESIGN     Based  on  your  value  proposition  and  brand  strategy,  you  may  not  need  to  be  overly  creative  with  the  design   of  your  cards.    Some  printers  have  a  catalog  of  standard  design,  color  and  font  choices  that  may  work  for  you.         Corporate  Identity „  Business  Card  Design  

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You  can  start  by  considering  a  unique  size  or  shape  for  your  cards     OPTION  

COMMENTS  

Modified  size  

For  example,  you  can  use  a  shorter  but  wider  card  or  a  square   card     Print  the  cards  in  a  vertical  rather  than  horizontal  format     A  die  is  used  to  cut  these  cards  out  of  a  larger  sheet  of  paper   and  may  require  you  to  purchase  a  die,  although  your  printer   may  have  one  already.    You  could  round  all  of  the  corners,  a   single  corner,  or  opposing  corners.     As  with  the  rounded  corner  option,  you  can  use  a  die  to  create   a  card  in  virtually  any  shape  –  round,  curved  edges,  or   completely  custom  shapes.    

Vertical  orientation   Rounded  corners  

Unique  shape  

CONSIDER?  

   Y      Y      Y  

   Y  

  What  other  design  elements  are  most  important  in  conveying  your  brand  identity?              

BRAND  CONSISTENCY  

  When  you’ve  finished  with  your  requirements,  make  sure  they’re  consistent  with  your  brand  strategy.       ENTER  YOURS   IS  THE  TEMPLATE  CONSISTENT?   Brand  position      Y      N    Needs  more  work     Five  brand  personality  traits        Y      N    Needs  more  work      Y      N    Needs  more  work      Y      N    Needs  more  work      Y      N    Needs  more  work      Y      N    Needs  more  work    

SELECTING  A  PRINTER  

  Once  you  have  your  requirements  started,  it’s  best  to  get  quotes  from  three  printers.    [Vendor  Selection  can   help.]           Corporate  Identity „  Business  Card  Design  

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Corporate  Identity „  Business  Card  Design  

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Business card design