The Art Of Business Cards

Written by Shannon Marshburn

It always seems like when I need to share business cards I never have them on me and when I’m getting dinner with friends I find them in every pocket of my purse, coat and pants. Are business cards even needed anymore in this digital age we live in? 

During a graphic design class in high school, we were tasked with creating business cards for ourselves for a project. Since then I have looked at business cards as an extension of oneself. (This may seem like a bit of dramatic thinking, but keep in mind I am a designer at heart.) The card is small leaving you with a small space to work with. This small space needs to be able to convey the branding of a company or yourself as an individual. At the end of a conference, you will have too many cards to count and this starts the process of weeding out the ones to take back to the office. 

There is an extensive history of business cards dating their first use back to the 17th century in Europe. These cards would be sent to announce the planned arrival of prosperous or aristocratic people to their local town or even to one's home. I suggest you take a read about the full history of business cards here: Business Card History!

So should you put the time and money into some cards?
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Think About Your Market:
Business cards were essential when camera phones/smart phones were not in almost everyone's pockets. And I say “almost” because we need to keep that in mind. If you are deciding on a digital business card that you can share through Bluetooth or a QR Code, think about your market!
When you go to a conference are you going to be sharing information with young tech startups or long time experienced mentors? Not everyone has a smartphone or is able to operate the daily changing tech we have, so keep in mind that you are not cutting yourself short by relying on others ability to own and navigate modern tech!
Sharing digital business cards feels less personal. It puts our attention to our devices in the middle of conversation and breaks that personal, tangible connection the way that shaking hands vs a virtual hand wave feels. Be mindful of how these interactions can change with digital integration vs a good ol’ business card.

Standing Out:
What would you remember more, a thick card stock card with raised lettering and bold colors, or a graphic that you flip through on your phone that is in an already cluttered digital photo library?
If you want to stand out, chances are you can better grab one's attention and memory by creating a memorable experience. Think about grabbing the senses, touch, sight, and smell if needed! Have a fragrance company? A very light spray of your product will hold one's attention. Own a floral company? Imbed seeds or flower petals into the paper to tell people what you do before they even have to read. Do you work with plastics? Look into laser cut acrylic for some special cards that will land in the hands of investors. Think about how you can incorporate your business into your business cards and think out of the box!

Think About The Transaction:
A physical business card gives you an opportunity to grow the transaction, especially if your card contains unique elements. The receiver may be intrigued and ask, “wow this is a cool looking card”, and this gives you a chance to talk about how the card relates to your business and help the conversation flow! 
Japanese Meishi or Japanese business card transactions are a sacred part of doing business. If you show up to a business meeting in Japan without a business card, it is similar to refusing to shake hands and is seen as very disrespectful. The cards are exchanged at the beginning of the meeting, always while standing, with two hands, and given in a way that the receiver can read your contact information easily and from your hands. The business card etiquette covers your card holders, where you place the cards you just received and how to store them to always keep respect to the other businesses.

This is alot for us westerners to learn, but think about this process. It’s about taking a moment to acknowledge your business involvement with other people and to create lasting impressions and moments.  

As a designer and artist, of course I will stand by the arts and say printed business cards are the way to go! And as a digital marketing associate I say, flow with the trends of modern technology. If you need help deciding, we are here to help and I can even get you started on the path that is right for you and best representing your business!