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5 hidden messages your business card sends before you even say a word
Your business card says a lot about you and your company, and I’m not just talking about what’s printed on it.
Everything, from the quality of the paper to the font you chose, leave clues as to who you are, how you operate, and the values of your brand.
1. Paper
The first thing you’ll notice when you’re given a card, is its thickness, the quality of the paper, its sheen. A good finish can help set a card apart from others.
A matte finish is what I could call the 'classic' style - one of those you can't go wrong with, because it tells customers and clients you're professional. And, of course, a textured card speaks the language of executives.
Thicker, higher quality paper will offer a greater sense of durability to your card, while a plastic card can give it, and therefore your company, that more unique sleeker look and feel.
Rightly or wrongly, that directly mirrors how customers and clients will view the business overall. A thin and cheap business card (especially with poor printing) tells them this company doesn't especially care, isn't especially professional. And if they cheap out on a business card, what other corners are they cutting?
You can even get plastic business cards - the message you're sending here is that you're at the cutting-edge of modernity (futuristic, even). Confident you have a staying power paper cards can't match.
When using an online design service, you tend to get a few different options to help create a business card in line with your brand.
Take VistaPrint's business cards as an example. The company offers various special features, such as ‘Foil Accent’, designed to highlight your text and logo, ‘Embedded Gloss’, to give your words and images that special 3D feel, or ‘Raised Foil’, which adds a raised gold and silver foil to your design.
Other online services will have different options, so make sure you shop around until you find the one that will create the perfect effect.
2. Font
Always think about the font type you use on a business card. It speaks volumes. Whole books have been written on this subject, so let’s just highlight the fundamentals.
The two biggest font types are serif and sans-serif. Serif fonts have little extended lines at the end of each stroke - they’re viewed as more traditional and formal, and effectively say "You're in safe, experienced hands."
Sans-serif (French for without-serif) doesn’t have those extra strokes, and they’re viewed as more modern and minimalist. The message here is that your business is forward-thinking and efficient.
Script fonts speak of elegance, but the danger is that too much flourish can make that handwriting-style difficult to read. If you do use script, choose one with not too much flourish.
Whichever font you use, it must be easy to read at a glance.
Font size is also crucial. Make sure your business name is at least 12pt so it stands out, try and use the same font as your logo. I recommend only using a maximum of two fonts on your card (and that includes the one in your logo).
In general, I tend to find 16pt to 20pt is the best for most professionals - it's not fancy or overbearing, but sends a message of corporate respectability.
If you really want to make an executive power move, though, try an unmissable 32pt font size. It won't suit everyone, but it's riddled with confidence that makes an impact.
3. Shape
Although most business cards are rectangular - and, of course, maintaining that tradition holds a hidden message too - you’re no longer constrained by the shape.
If you're taking this approach, you're sending a message that helps either highlight what your brand does or showcase a unique creative or quirky personality.
It’s perfectly possible to be original while still conforming to some expected norms. Take rounded corners or oval-shaped cards. A lack of sharp corners makes your card feel more inviting and playful, while retaining the familiar business card style and practicality.
Orientation fits well here - whichever shape you choose. Yes, traditionally a business card is printed horizontally, but there's something refreshing about having your contact details shown vertically. It says you're a modern thinker looking at the world from a whole new perspective.
Some services even allow custom die-cut business cards to reflect a specific profession (house shape for a real estate agent, for instance).
A word of warning here there: this pick has to be absolutely right for you and your business, for two reasons: they're not exactly wallet-friendly and they risk looking like you're trying too hard to catch someone's attention.
I’ve heard of someone having a business card in the shape of a CD. Original, for sure, and fitting, as they were a music producer… but where do the people you hand those to keep it? One second of excitement seeing a card that’s radically different, is overshadowed by the annoyance of having to find a different place to store said card, as it won’t fit with the others.
4. Elements
What you feature on the card is just as important as every other signifier on this list. And while your name, job title, and other elements might be ultra-prominent and not so hidden, they all convey subtle messages to whoever holds it.
Consider what you think when you see a full business address on a card. To me, this speaks of permanence. It says this isn't just a side-hustle from the garage, but a serious, fully fledged company.
A photo of yourself says you're approachable and confident. But it also risks being seen as a display of vanity, so choose wisely here.
A QR code says your business is built for the 21st century - and if you'd like to learn more about how best to deploy those, check out my article 5 tips for mastering QR codes on your business card.
Restraint is key. I don't mean you want to limit yourself; and only amateurs fill every available space with every element available to them. What I'm saying it it's a careful balancing act. Some of the best business cards are simple and sparse.
Think of Mark Zuckerberg's infamous 'I'm CEO, b****.' That says everything about the man and the business, and it's achieved in just three words.
Now, I'm absolutely not suggesting you follow that route when designing your own card - it worked for Zuckerberg because he was a disruptor - but it's the perfect example of how to stay simple while still saying so much.
One last piece of advice here: Proofread. Proofread. Proofread. Then proofread again.
There’s nothing worse than ordering thousands of cards, only to find a typo or a wrong number embedded in your card. Sloppiness isn't a hidden message you want to send to any customer or client.
5. Color
Using color in your business card printing has a dual effect. One is the signal it sends to the user and the emotions it evokes. Secondly, it helps your company stand out as more visually distinctive and memorable.
Black text on a white card is a classic, no-nonsense approach you can't really go wrong with, whatever profession you're in. The message it sends is professionalism and openness - but that's strongly reliant on the type-face you choose.
On the other hand, white text on a black card is ultra-professional and executive, like the tuxedo of business cards. It says you're a VIP of whatever industry you work in.
But you can take it further. There’s a lot of psychology associated with color - there's a reason why many financial institutions opt for darker shades of blue or green in their branding, for example.
We can extend that to business cards, too. When you can associate the right emotion to your brand and business, you’ve pretty much got it made.
Light green conveys a sense of growth or environmental awareness. Those darker greens have undertones of wealth and prestige. A lighter blue shade has a calming effect, like many cool color hues. Warmer tones such as yellow, orange and red, evoke warmth, comfort, and passion respectively. Bright neons show raw energy.
A lot has been written on the psychology of color, and I'd recommend doing a little research before choosing one that reflects your professional style, while keeping your card in line with your company branding.
