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Let’s face it: most business cards are dull, dull, dull.
Companies follow the same old formula: get a white piece of cardboard, print your logo, name, position, etc on it, hand it out. Yawn. It’s just another white rectangle amongst many — and what does that say about your company?
If you want to show people that your company is dynamic and forward-thinking, start thinking outside the box when it comes to your business cards. They’re often the first exposure people get to a company, making them an excellent marketing device — yet few people follow through with this.
Enough theory. How can you make your cards blow people’s socks off?
Color
Look through a stack of other people’s business cards right now. What do you see? Which cards leap out at you? Color can say a lot about a person or company, so exploit it to the fullest.
Formality
Director of this, Manager of that. Sure, we know your position, but it doesn’t really zing does it? Why not “Head Honcho,” “Big Cheese” or “Sales Dude?” It’s a great conversation starter and puts a more informal, human face on your company. Works well for smaller companies in creative industries, perhaps not so well if you’re the CEO of Bank of China.
Shape
Even rounding the corners can create an impression. But why not go the whole hog and get your company logo cut into your card? Just don’t change the dimensions too much, otherwise it’ll get mangled when it’s put into a card wallet or someone’s pocket.
See The Psychology of Shapes for more info.
Usefulness
Why would I ever want to look at your card again? Sure, if I’m in the mood to buy your service, maybe I’ll dig it out — if I can remember who you are. On the other hand, if you put genuinely useful information on your card, it’ll get etched into people’s minds each and every time they dig it out of their wallet. I’ve heard of people putting rulers and London Underground train maps on their cards, and I’ve even seen cards with little tools that you can press out like a Swiss Army knife. Being useful means a great first impression, gets people talking and means people will SEE your card more often, meaning wider brand exposure and deeper branding overall.
This advice won’t work for everyone. If you’re working for a stricter, more traditional company then having bright orange cards with flashing cutout monkeys might not be the way to go. Yes, a novel card design may shock some of the more buttoned-down people out there, but for some companies that’s not such a big deal. Which is better, really? To blow a few people’s socks off and risk offending a couple of prudes? Or languishing, forgotten, in a pile of business cards?
