 History
of Visiting and Business Cards
Elegant descendants of the austere Gauls, the French, claim that visiting cards
first appeared in their land in the seventeenth century. The Chinese, in their
own turn, seek to prove that visiting cards were invented by their ancestors
shortly after they had concocted explosive powder. However, the first ever known
sample of a visiting card, dating back to 1786, was found in Germany. Gradually,
with the development of certain rules of use, the cards had become common by
the nineteenth century.
Do you know which corner of a visiting card you must fold when leaving it with
a footman in order to indicate that you have called on to inquire after the master's
health? Neither do we. But only a hundred years ago this knowledge was as vital
for an aristocrat as dancing and polite conversation. Visiting cards used to
be an indispensable attribute of the etiquette and the rules of their use were
as sophisticated as those of cutlery. At that time visiting cards belonged to
the notions of such consequence like title, rank, land, horses etc. They represented
a separate of the polygraphic art its own masterpieces, canons, and taboos. First
businessmen used their cards as marks of distinction and thus introduced the
first modifications in their design. Later, as the growing demand for the cards
boosted the development of polygraphic industry, more and more sophisticated
card design patterns appeared. It was greatly helped, too, by that category of
clients for whom the more expensive and fanciful the card was the better.
On the other hand, there appeared an ever-growing social group of private entrepreneurs
who had a constant need to exchange their contact information. These pragmatic
people did not wait for the polygrpahic industry to turn to their needs and started
to print out their own cheaper business cards to give them at presentations,
exhibitions etc.
In the modern business card design, with its developed clear professional conventions,
one can still detect the two conflicting approaches, the fanciful and
the functional one.
The
purpose of the first approach is to show that there
is nothing impossible for the card's owner. The
more striking by its design and materials and the more sophisticated
in its manufacturing technology the card will be the better.
It does not matter that a particular plate embossment might
be hardly feasible and that puncturing and seaming of openings
in the card-pads will mean at least a three-day hard work
for the producer. What matters is the card's uniqueness.
The content of the card does not matter much either. Such
a card is designed as a visiting card proper, i.e., according
to Vladimir Dal, for "conventional, non-business, visits
and friendly calls"
The
other approach, on the contrary, emphasizes functionality. It
is the one that rules in the pragmatic West. And the English
name of the item - "business card"- also focuses on its specific
functionality. These cards are essential for those company
workers that interact with clients . That is why,
on the one hand, you can see a small clerk, a service engineer
or even a heaver with his own business card and a head of
the department without such if he or she does not interact
with clients.
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Business cards traditionally come in a standard
2 x 3-1/2 size and are commonly printed on 100# or 12pt-14pt
card stock. Many printers have the ability to print full color
custom graphics and pictures on the front and back of your
cards. Research has shown that a business card printed in four
colors (full color) will attract more attention than one printed
in black & white (two color). You can even create and design
your card right online.
Business Card Colors
Choosing the right number and type of colors will have a significant effect on
the impact of your business card design. The tips in this section will help
you to make color choices that will maximize the impact of your business card
printing.
Full Color Offset Printing
High quality, full color commercial printing is done on offset presses using
a four- color build process called CMYK. CMYK stands for Cyan (blue), Magenta
(red), Yellow and Black. These four colors are used to create or build the
multitude of color shades seen in a vibrant, full color printed piece. Your
computer monitor is in RGB. Because of this different color model and the
wide variation in monitor technologies and calibration, the colors will be
similar, but not exact. If you print a sample on your ink jet or laser color
printer, there may be instances of a substantial variation from the high
quality produced from the offset lithographic presses. If you have you special
colors that are not typical (for instance, a PMS color), see spot color below.
Spot Colors
Spot colors are used most frequently for one and two color jobs and when an
exact color needs to be produced every time. Logos are perfect examples for
spot colors. The Pantone PMS color matching system is most frequently used
for selection and printing of spot colors. For example, if your logo needs
a distinctive blue, tell your commercial printer your Pantone PMS color choice.
This number will then be matched on the press to deliver the exact result
you need.
RGB vs. CMYK
RGB is a color build system used by your computer monitor to displays full
color. CMYK is the color space that commercial printing presses uses to reproduce
your printing project. RGB is Red, Green and Blue, while CMYK is Cyan (blue),
Magenta (red), Yellow and Black. The printed project that you design or see
on the computer screen will not necessarily be the same exact colors that
will be reproduced by a high quality offset printing press. In most instances
there will not be a big difference, but there are some colors produced by
RGB on a color computer monitor that cannot be reproduced via CMYK on press.
Color Printing
It is important to understand where to use full color and where not to use
it. If you plan to design a cost-effective brochure, make sure your full
color is on the cover, not just the back page. For example, a tri-folded
brochure has its front cover on the backside of a sheet. To learn more about
alternatives, take several already printed, tri-folded brochures and unfold
and examine them closely. This process will allow you to get a feel for design,
folding and color options and interactions. The paper selected can also have
a significant impact on color reproduction. For full color printing, a coated,
gloss paper is best to make your color photographs, images and graphics appear
more vivid, real and appealing.
Business Cards
A business card that you leave with your interlocutor is highly suggestive
of its owner. Therefore, it must be created to inspire only positive emotions.
Irrespective of its immediate function (to attract or convey business information)
business card must be stylish, well made-up and printed. Stating his needs
to be satisfied by the designer, the client equally participates in its creation
since it is formed by the interaction of the form and content. For example,
someone's idea of an aesthetically perfect card would be one or two-coloured
card with plenty of blank space and a small unadorned font while the other
would wish a lush saturated pattern with a large, easily readable ten size
font
Kinds of Cards
Today there are three main types of visiting cards - business , personal and family cards.
Sometimes cards may also combine business and personal information and in that
case they are called mixed .
- A personal visiting card usually features
the person's full name and, sometimes, his or her patronymic
or initials, depending on his or her image, age, and cultural
conventions. It may also include additional contact such
as the person's address, telephone or pager number, e-mail
etc.
A family visiting card is actually a subtype of the personal
one. It is used for acquaintance, for sending greetings to family friends
or can be attached to the present. It is necessary to remember that in such
a card the wife's name must precede the husband's, while the family's address
is not essential.
Business cards are an indispensable attribute
of the modern business communication that normally starts
with their exchange. Business cards become particularly significant
in the communication with foreigners who do not speak your
language. Your business card must, therefore, clearly state
your full name (patronymic included if necessary), the name
of your company or organization, your position, full postal
address and other essential information. Your company's logotype
will also be quite relevant here. Business cards of state
and government officials as well as members of parliament
in this case can feature national flag or emblem.
Business card can indicate your rank, title, official responsibilities, telephone,
telex, and fax numbers, and your e-mail. If your telephone number has changed,
it is acceptable to cross it out and write a new one beside in hand. However,
it is unacceptable to do the same if your position has changed. In this case
you should order a new business card as soon as possible.
Business cards cannot go without an address with an exception of those belonging
to diplomats and statesmen of the highest rank. If your address is changing
and you do still do not know your new telephone numbers you should indicate
the address of your company and the telephone number of reception or registry
office there. If a company or institution has several branch offices its
representatives can indicate several addresses on their business cards.
The business cards of shop assistants, various clerical officers etc., having
both informational and advertising function, can depart from the conventional
style. On the reverse side of these cards you can sometimes find a small
topographic plan, a photo of the company's director, a colourful emblem,
or the company's motto.
Some Useful Information for Customers
As a rule, a business card is a rectangular piece of semi-compact good quality
carton on which your full name (patronymic normally included)
together with other necessary information is polygraphically and presentably
printed. There are no strict limits in size but, usually, men's business cards
are slightly bigger than women's, for example, 90x50 mm and 80x40 mm respectively.
A young woman's business card can often be as small as 70x35 mm. It is important,
however, not to deviate too far from the standard size for your card not to
be bent or trimmed. The basic font requirement is its readability. The name
is normally highlighted in an easily readable semi-bold font
of a bit larger type size. Sophisticated gothic or ornate fonts are not recommended.
Be careful with italics, if you have a rare or a difficult name, or if you
want a card in a foreign language.
It is preferable that a card have a plain and clear black inscription printed
across the white background. Now publishing houses offer a wide range of colour
plastic or even leather card print but the strict conventions of the pragmatic
business etiquette do not recommend departing to far from the black-and-white
spectrum. It is worthwhile choosing a high quality paper that can have a toned
or/and satin finish. Glossy surface, however, is not recommendable. Fanciful
and highly coloured cards are still confined to the realm of artists, publishers,
commercial travellers, servicers and advertising agents.
Two-sided business cards are very popular in many bilingual
countries with the message written on two sides in two different languages.
Such practice is not
strictly conventional because the reverse side of a business card has been
traditionally reserved for notes. So, if you want to follow the conventions,
try to have two one-sided cards rather than one two-sided, if you can. Nevertheless
a two-sided business card is perfectly acceptable, provided that the foreign
language conventions are respected.
If a business card has a logotype , its colour spectrum must
be minutely reproduced. When the card of a Moldovan dealer and his foreign
boss do not differ in colour, that makes a good impression and demonstrates
a serious status of the partnership. The same consideration applies to the
selection of fonts and general stylistic design.
These requirements are also essential for those companies that do not have
foreign partners. If logotype colours on different cards belonging to different
employees of a company or to the same person do not match, it is unlikely to
make a good impression.
Business Card Printing
Considering having a custom business card printed? Before you begin your search
take a look below at some valuable information to help you become a wiser consumer.
Step One – What is a business card?
Custom printed business cards are an essential tool in business communication.
Business cards are the primary way to promote your business through the distribution
of contact information.
Business cards traditionally come in the standard size of 2 x 3-1/2 and are
commonly printed on 100# card stock.
Step Two - Designing your card.
When designing your custom business card follow a design technique called
symmetry, which is combining graphics and text to create balance in the design.
This balance allows the viewer's eyes to flow from one point to another on
the business card causing movement. A good design will contribute balance and
movement in order to direct the viewer subconsciously to read and react to
the business card.
Tip: Keep it simple. Limit your card to only one or two
graphics; any more could be distracting from the overall purpose of the business
card.
Don't forget the essential information: Name, Email, Address, Website, Phone
number, Fax number, and Cell phone number. The whole reason for a business
card is to communicate to a customer your contact information.
Step Three - Your Business Card Check List.
- Check your existing business card against the following list; it might
be time for a new one.
- Does your card have current contact info? Address, phone number, email
address, website address
- Does your card have your business slogan? Give the reader a reason to
remember you.
- Does your card say what the company does? The more specific the better;
you can't assume the cardholder knows what your product and/or service.
- Is the card visually pleasing? Does the design make you proud, does it
draw in more customers; maybe it is time for a new business card?
- Is your card legible? Is your information clear; you know the information
so don't assume it is clear.
- How does it function? Is there enough white space to write on, is the
important information hidden on the back?
- Is your card printed on good card stock? No one wants their card thrown
out, but if it tears on a customer its garbage and home made cards smudge
and bleed ink.
- Is your card memorable? A business slogan, an innovative design, and
your business as a whole should unite on your business card so the customer
will remember you…does your current business card does that for you?
Updating and improving your business card is no longer a financial
burden. An updated and improved custom printed business card
reflects the way your business works now and in the future.
Reflect your mobility, and flexibility while at the same time
helping your business realize time and cost savings with a
custom printed business card.
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Manufacturing Methods
There are three main methods of manufacturing business cards:
foil stamping , serigraphy , and offset printing . Sometimes, though, in order to economize or to meet an urgent need, business
cards are printed on inkjet or laser printers and then laminated. It must be
borne in mind that such business cards do not do much credit to their owners.
So, what is the difference between the three main manufacturing methods? and
How can we tell a business card made in one way from that made in another?
Foil Stamping
can be easily recognized
by a slight "impression" of the characters into the paper.
Its technology presupposes printing of a foil image of
any colour onto the base. You could have seen business
cards with foil logotypes whose colours play like those
of a soap bubble - these were made using a special holographic
foil embossment (a kind of stamping, as if from inside,
that raises the characters above the surface of the base
in low relief). This method was particularly popular
at the time of the first business cards in Moldova. Today
it is rather popular, too. Its basic advantage and disadvantage
is that foil stamped/embossed business cards are printed
in relatively small lots, from 50 to 100 cards a lot.
Serigraphy presupposes printing of a
colour image onto the base through a special silk-screen.
You can tell it by a slight protrusion of the image over
the surface. Today it is, probably, the most popular method
of producing business cards in Chisinau. A usual print lot
is 150 to 200 pieces. Serigraphic print does not necessarily
need a specialized manufacturing facility.
Offset Printing
is the method used by
printing houses in the production of booklets, posters, and
books. It is the most professional method of printing business
cards. Its basic disadvantage is a big print lot that must
include no less than 200 copies for no less than four members
of the company. But it is compensated by its self-evident
advantages like a rich selection of colours up to a full-colour
print of a high quality.
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