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By Jane Atkinson-White
“Networking Today”
Small, but mighty, the business card is the most powerful advertisement. It is often the first marketing piece seen by your prospects and its impact cannot be underestimated. So, it is important that your card is memorable, leaving a strong first impression.
Having your business identity designed professionally will set you apart from the crowd. It will tell people what is distinctive about your business, products, and services.
Your business card should ignite interest and encourage dialogue between you and your prospect. Think of the business card as a label on a package – the package being your business. Inside there is a wealth of information about what you do for your customers. The label must have enough visual impact to entice people to open the package giving you the opportunity to inform them about your business.
A good business card should include your company logo. Logo development is an important part of your company’s identity. It will appear on every document released from your office. A logo can be developed using your business name only or a graphic symbol may be developed for use with your company name. The graphic, however abstract, should reflect the nature of your business.
Colour(s), and the quality of stock, are important elements of a business card and deserve careful consideration. The colour(s) and stock chosen should enhance your business image in order to attract your target market.
Having your business cards custom designed will give you confidence when meeting new people. At networking events you will hand out that eye-catching card knowing that it represents you well and that it will engrave your identity in their minds. In today’s competitive marketplace, it is essential that you are able to connect with your clients through professional print materials. Having a unique business card ensures that you will be noticed and it gives you the opportunity to leave a dynamic first impression. Back to top of page.
What To Expect When Working With A Graphic Designer
By Jane Atkinson-White
“Networking Today”
You chose a designer. Now what? Give as much information about the project as possible. The designer will then be better able to quote you a fair price.
The Quote
This is a written agreement on the terms and details of the job. Read all of it, making sure that you understand everything. If you have questions about the information, this is your chance to ask him or her. Make sure that a time line is indicated.
Price
With any design source, price is on a “per job” basis. You pay for the TIME it will take, and the SKILL level required to create the art.
Proofing
You must proof everything, even if your designer offers proofing as a service. One way to proof copy is to read the information beginning at the end and working backwards to the beginning. It slows you down and forces you to focus on individual words. Try to resist the temptation to “skim” through the information. Have others on your staff check the job for type errors, poor grammar and other problems.
Printing
Your designer will steer you toward the most economical print method without sacrificing quality. Digital printing is often used for full colour and short runs. Traditional offset printing is used for large runs of one, two, or full colour jobs. You would also have to go to the press if you require specialty inks such as metalic inks. Back to top of page.
Design Tips, Logos & Print Ads
By Jane Atkinson-White
“Networking Today”
Tidbits on Design
Both good design and bad design have an effect on your business image – and if you want to make a positive impression, you want a good design. First impressions are made within the first few minutes of meeting.
We DO judge a book by its cover.
We DO judge people by their appearance.
We DO judge a business by its promotional material.
At a meeting, the first promo piece you see is usually a business card and/or a brochure. You had better make sure that your business card visually represents you in the initial contact. Your promotional material represents the “face” of your business – it must attract the eye, hold attention, and be easily read.
Looking for a Logo?
Logo design is a lucrative business. You can easily spend thousands of dollars. If you’re a small business owner and don’t have a lot of resources, shop around. If you choose not to invest in a logo at start-up, you should still allow for a professionally designed stationery package as part of your promotion plan.
Points to remember:
— Try to avoid “home-brew” logos because you run the risk of presenting your business unprofessionally and your customers won’t take you seriously.
— Logos are not illustrations. Good design in a logo is apparent when the logo itself looks simple and clean.
— No clip art please! Clip art images are familiar to many people. Using it in a logo is unprofessional.
What to Expect from Print Ads
Be realistic in your expectations. Statistics on the effectiveness of print ads aren’t encouraging, yet they can have “accumulative” results. If you expect six phone calls because you had a terrific looking ad designed to run once in a local newspaper, you’ll be disappointed. What you should think about is the fact that the ad gives your business a visual presence. The reader might see your ad and later hear your business name mentioned while networking and they’ll make a connection. Together, the ad and the conversation have impact. In that person’s mind, your business image is taking shape. So, repeat the ad but continue to network, too. The old saying, “outa’ sight, outa’ mind” holds true. Back to top of page.
