Undoubtedly business cards play a great role in marketing. A business card may serve as a great tool for advertising a business, an individual or a company. Some of them feature exclusively contact information, while others are meant to provide a medium for artistic expression. Business cards represent a way of expressing a philosophy, a concept via their design.

Let's start with some really impressive business cards that were made using innovative techniques. Some of these business cards are shaped like objects, some business cards have pop-up textures and some even feature plants that grow from within the business card.

 

This is an original business card with 3D letters.

This business card features an innovative design due to the fact that it resembles Swiss cheese.

Tasty business card that looks like chocolate with a piece bitten out of it.

This business card is extremely original because it has seed in it and a real plant grows out of the card.

An odd but still original business card looks just like a toy airplane.

 

A great idea was to make this business card a punch out toy car.

This business card is created of metal, having punch-oil pick locks that were designed by Kevin Mitnick, a former hacker.

Generally business cards represent cards that feature the data about a company or a person. These cards are convenient for business people and companies since they are often shared at formal introductions as a memory aid. An ordinary business card features the name of the giver, company affiliation (in most cases including a logo) and contact information, including street address(es), telephone number(s), email address(es) and personal website of the giver or official website of the company. Very simple business cards may include a black text on white stock; however, some professional business cards may feature an original design with particular visual effects.

Very often business cards are used during visits in order to provide information to potential customers. Thus companies and individuals build connections with their customers by providing them the necessary contact data.

Every business card should be easy to memorize as it represents the image of its owner. Business cards should bring positive feelings. Whether a business card was handed with the goal of attracting or conveying business data, it must be original and well printed.

Business cards represent a very important feature of contemporary business communication, which always starts with the exchange of cards. Business cards are of much convenience when dealing with foreign people. Therefore your personal business card must include your full name, the name of you company, the position you fill in the company or organization, full postal address along with some other important information. It is worth mentioning that the logotype of the company you work for will also be of much convenience. Government officials or members of parliament may include on their business cards the national flag of the country or its emblem.

Note that a business card, besides helping the receiver in contacting you, serves as your representative, it tells the customer about you and what you represent. For instance, a business card featuring a catchy design states that you and your company enjoy creativity and style and that you do a lot of effort for your business. A business card simply improves the professional image of your firm or organization. It is the first sign by which a customer can identify you. The first impression is always important, so make sure your business card reflects professionalism and creativity.

Tip: In case your phone number has changed it is alright to cross the old number on the card and spell a new one. However, this is not acceptable for the position title. If your position has changed you must order a new card.

Almost every business card should have the address of the giver; an exception goes to government officials and members of parliament. People working as shop assistants and clerics, possessing an informational and advertising function should have their business card created unconventionally with an original and striking design. Very often these people have a small topographic plan, an emblem of the company and the motto of the firm on the reverse of their business cards.

An ordinary business card has a rectangular shape and is made is semi-compact quality carton. Note that there are no strict rules of how a business card should look like. Usually men have business cards that are bigger in size than women's. The main rule of a business card is that everything spelled on it should be easily readable. It is not recommended that sophisticated fonts are being included, especially if your card is in foreign language.

Although classic business cards include a black text on a white background, contemporary publishing houses provide a wide gamma of color plastic print. However, strict rules of business say that a person should not go too far from the classic style of business card. When thinking about making a business card it is important to pick a high-quality paper, which may have a toned finish. The paper may also feature a satin finish. Lustrous surface is also not quite recommended. Stylish and colorful designs of business cards often suit various artists, publishers, commercial travelers and advertising agents.

In international business two-sided business cards may be very useful. Such business cards are written in two different languages. A business card written in two languages on its obverse and reverse is not a rule, because very often the reverse is used for notes. However, a card written in international language is highly appreciated.

In case there is a company's logotype on the card, its range of colors should be meticulously reproduced. When dealer's business card has the same color spectrum as his or her foreign boss, it provides a good impression.

Tip: Apply the same rule for the font and the general style of your business card.

The upper mentioned rules are not limited only to foreign partners. In case the colors of the logo on different business cards that belong to different workers but who work in the same organization have differences, it may not create a good impression.

Despite the fact that business cards represent an old school of promoting the company or a person, they still serve as a core element to effective promotion of the image of your business.

Tips for a successful use of a business card:

- When offering a business card, it is worth asking for one in return – while this tip may sound like a simple advice, but it is very important if you want to make the other individual feel important. It is also important to look and analyze the business card (read the name several times) before putting it into the wallet. You may also consider writing on the back of the card the place where you met the person or some other details that will help you remember the person later.

- It is important to have several business cards with you because there is always a chance of meeting someone who might be important to you. Be active in passing out your business cards when the time is right.

- Think of a slogan – this, however, may not suit everyone, but catchy slogans surely serve well for the company's image and make its brand memorable in consciousness of people. An effective slogan makes you and your company easier to remember.

The performance of a business card depends on its appearance. When choosing a business card it is worth thinking about impressing the receiver and that's when colors, designs, shapes and font come into the act. Remember that different colors have different influence on people, which is why it is crucial to choose the proper color for your business card.

Special requirements also go to fonts, spacing as well as the background of a business card. Strict rules should be taken into consideration when writing the content for the card. Get acknowledged with the useful information regarding business cards and make your personal business card impressive.

Details to consider when making a business card:

1. People
Name of the person.
(Nickname)
Title
Affiliations
Professional/academic descriptions

2. Place
Pronunciation of atypical names
Department name
Company's street address
City/state/state abbreviation
Zip+4/postal code
Country
Home street address

3. Communication

Mobile phone number
Fax phone number
Home phone number
E-mail address
URL

4. Details

Office hours
Time zone
Map/directions

5. Orientation

Company's name
Business description
Product/service categories
Invitation
Photo
Logo
Organizational affiliations
Sponsorships

The Effect Created by 4 Colors

Some professionals assure that the more colors a product has the better it sells. Colorful packages are very successful due to the fact that people get attracted to bright colors. Despite the famous saying, everyone still "judges the book by its cover", meaning that people (especially children) are highly influenced by colors. Thus a colorful product has a good potential to becoming popular. The same goes to business cards. If you look forward to gain success in today's highly competitive market, you have to apply to multiple colors (still note that colorful business cards mostly suit people that have their profession linked with creativity, for example advertising agents).

A very impressive business card is the one that has been printed in four different colors. Please remember that today there are lots and lots of ways to create four color printing. Modern equipment allows the creation of multiple-color business cards literary in no time. In addition there are firms that grant a discount for color printing. Thus you may become the owner of an eye-catching business card by spending less time and money.

The majority of printing firms offer two types of four color printing process. One refers to procedure printing, which is often used for styles and pictures that require luminous coloration. The most often applied colors in this process include cyan, magenta, yellow and black. By applying such diversities of coloration, you may gain various tints, hues and tones.

A good printer can generate and mix the four available colors in a way that in the end the developed style will reach its main goal. However, afterwards the effect is still going to be defined by the initial planning and design. In case you are not satisfied with the quality of the printer, consider choosing another one.

The second method of color printing refers to spot printing. Hues are applied on plates and then are separately imprinted in order to create changeable shades and nuances.

With a wide range of inventive tools and gears that people can use today, there is no doubt that four color printing isn't hard to generate. This is the main reason why individuals are engaged in it. Note that it is quite easy to obtain four color printing. There are various options to choose from if you go online and surf the web. When choosing the one you consider suits you best, think about the price you will pay and the time required for the printing.

Tip: Before placing an order of a business card, investigate the price list of the firm offering such services and its printing quotes.

While some people have a good job and look forward to contact potential customers, others either have been fired or quit their jobs, being in search for something more suitable or thinking about starting their own business. The latter, for some strange reason do not own a business card, probably thinking that only those currently employed should have business cards. This is not right, because a business card is only a card that serves as a means of contacting a person. Owning a business card doesn't mean that one should be employed at a profitable job. Business cards are created for people to offer their contact details.

Hints provided below will be of much help to those who are in search for a new job:
- It is worth investing in good-imprinted business card. Remember that your business card tells much about yourself. Thus paying attention to the quality of your business card is crucial; it is the mirror of your image, creativity and style. At the same time you shouldn't spend a lot of money on a high-class business card in case you cannot afford a business card with a cool design. Try to have a simple one; at least it's better than nothing.

- Let the design of your business card be simple. Impressive business card doesn't have to have a fascinating design and you don't have to spend a lot of money on it. When ordering a business card the main thing to remember is that the letters on the card should be large enough so the receiver could easily understand the words. Your card really doesn't need any ornate font. Most printing firms may help you with the planning of a business card.

- Do not include your personal phone number. Consider keeping your personal information private. There is no need to equip the business card with your personal phone number so the kids or someone else wouldn't answer the call and take note from your potential employer. It is safer to leave the number of your mobile phone. Thus you'll be able to answer any incoming call and talk in a more professional way. This rule also refers to your e-mail. Don't use e-mail addresses such as ready2party@yahoo.com so you won't spoil the first impression. A better e-mail address would be for instance info@spencer.com.

- State a position. A lot of people, when looking for a new job, are concerned about the position they must include on their business card. Consider posting on a business card the position linked with your previous job experience. Although the position of an "Assistant" might be a great example, some consider this term as a more general one. In case you held the position of a human resource manager, you may write on your business card "Human Resource Consultant." The professional in the field of information technology can rely on the title of a Database Management Expert.
- After the cards are created, keep them always with you. Live is unpredictable, you never know what might happen and who you could meet. Keeping your business card permanently in your pocket will undoubtedly be helpful, making your card work for you. A buck of cards should also be left in your car, your case, some clothes you often wear and every pocket of your coat. It is like a lottery ticket that some day might help you find your dream job.

Business Card Cases

Holders of business cards are useful business tools for surfing through business cards and finding contact information of a certain person or company. A business card holder is also important for your image. An eye-catching card case is an effective instrument that can create a good first impression. While the main goal is surely the design of your business card, outlining your contact information, a stylish business card holder will never spoil the first impression.

Having a business card holder may serve you well when starting up a dialog regarding your personal business activity. For instance when a person offers his business card you won't have to stick it in a bunch of other crumpled business cards you stored somewhere in a pocket. Having a business card case is easy and it builds you the image of a successful and accurate, competent person, who takes his business seriously.

Another advantage of a business card holder is linked with the handling of business cards, meaning that if you handle one's card carefully, storing it in your holder, then you might motivate the person to store your card accurately as well, without folding it or even disposing of it.

The Colors and Their Influence

There are different ways to express yourself besides words. Color is probably the most popular means of expression. It influences almost instantly and is one of the fastest methods of transmitting information.

Every color has its influence. The human's eye instantly catches the signal given by a color, which is why various colors are widely used in business, especially in product marketing, where they serve as tools that facilitate sales of different products. Each product or product category has its own effective color. The influence of colors is subconscious and most often customers are unaware of the fact that they are being persuaded.

Combining colors is a very powerful instrument as well. Color associations are very important to keep in mind in order to create an effective business card. Choose colors for your business card that you consider might be advantageous for you. The meanings of some widely used colors are stated below to help you.

Red

Red is the color that refers to fire, blood and is often associated with danger, power and war. However, it may also be associated with passion and love. It is the color of emotions and its effects include the increase of respiration and blood pressure. Red is a highly visible color, which is why a lot of signs are written in it, including stop signs. A red text is always in the foreground. Red is often used to push people toward some action. In advertising it serves as a tool of promoting games, cars and some drinks. It may also serve well for the promotion of lipstick and other cosmetics products that suggest erotic feelings.

Yellow

This is the color of sunshine; it brings joy and happiness and is often associated with intellect and energy. Yellow creates the effect of warming, increasing cheerfulness. It may also serve great for mental activity stimulation. In advertising yellow is associated with food. The overuse of yellow is not recommended. Only when written on a black background a yellow text can be easily readable. It is an attention catcher.

Advertisers use yellow to promote products for children as well as items linked with leisure. Very often men perceive this color as childish, thus it is not recommended for serious business man. Yellow cannot suggest safety, since it is the color of instability. Men will never sell a yellow BMW or wear a business suit painted yellow.

Blue

This is the color of sky. Blue is associated with stability and serves as a symbol of wisdom, loyalty, confidence and truth. It is believed that blue is good for body and mind and it also creates a calming effect. In advertising blue is used to promote goods and services that refer to cleanliness, air and sky and water. When marketing high-tech products, this color implies precision.

Researchers noticed that blue is a masculine color. This color should not be used when promoting food and cooking since it represses appetite. In case some other colors are applied in combination with blue, the effect can be quite sharp. A great combination is blue-yellow-red.

 - In China, blue refers to eternity.

 - In ancient Egypt blue referred to protection against evil for the pharaohs.

Black
Black is in fact lack of color. It mainly refers to authority, sexuality, style, horror, rage and death, but it is also a perfect technical color. In ancient Rome and Egypt people applied black color for mourning.

Black represents mystery and it is also associated with fear or something unknown. Very often the word "black" is used with a negative meaning, for instance "blacklist." However, this color denotes authority and power and is considered to be an elegant color, take for example a black Mercedes.

In combination with red, which is also a powerful color, black provide an extremely aggressive color design.

White

White refers to light, purity and innocence. White is the antonym of black, it brings positive feelings. Advertisers use this color to promote products that refer to cleanliness and freshness. White may also be applied when promoting high-tech products. Because this color is often associated with doctors and hospitals, it may be applied to medical products.

Green
Green symbolizes nature, health, youth and energy. But it may also be associated with bad luck or envy. Green is a healing color.

 - In France it is not a good color for packaging.

 - In ancient Greece green referred to victory.

 - Some tropical countries use green to mark danger.

Non-standard Business Card Design

Most of the companies use a classic design for business cards, and namely they apply a black text on a white paper. When you want to impress you potential customers a special design would be more advantageous. With an unusual business card you will most likely outrun your competitors.

Today's technology allows the creation of various designs. Modern technology allows placing colors and insert text virtually on any type of material, be it plastic, metallic or wooden. You may order a business card from torn money or made from stretchy magnet. However, before diving into the ocean of creativity when picking a business card, you must use your brain and ask yourself some questions, such as: what do you need a business card for? Is it a great first impression you are looking for or an effective way to present contact information about yourself?

Obviously your business card should be easy to remember and at the same time deliver the necessary information about yourself. The key here is to be original and creative. Original business cards imply great advantages.

The Benefits of Unusual Business Card Design

 - Such card is noticeable. If you don't have enough carma and you are not the kind of eye-catching person that becomes popular in school and then in the office, then a creative business card may fix the situation.

 - Unusual and creative business cards have more chances of being retained.

 - A business card made of a long-lasting material such as plastic, wood or metal will serve as a symbol of stability and dependability.

 - A business card made of particular material may have connections with your business, meaning that in case you deal with metal, your card might be metallic or if you make, for instance, furniture your business card might be of wood.

 - Non-standard business cards imply unusual usage. Take for example a peel-and-stick business card, which can also be used as an alternative to magnetic cards.

Printing Business Cards

The printing of business cards is performed on a form of card stock, which features the precise parameters, estimated according to the national or local standards, required effect and type of printing and price. Usually business cards use stock that weights 350 g/m² or are 12pt thick.

Business cards of high quality, which do not feature full-color photos, are usually printed using colors on a sheet-fed press. Today there are companies that even trademark their spot colors, for instance UPS refers to brown and Yahoo to purple. In case the logotype of a business card uses one color and the type another, then the technique is considered to be two color. If considering the needs of your business card you may add some extra spot colors. Using digital printing, you may save money on printing your business card in full color.

In order to reproduce the effect of a "raise print," which implies printing with engraved plates, people developed a special process dubbed thermography. This process is less costly and it involves the usage of a plastic powder, applied to the wet ink. When the cards go by a heating unit, the latter melts the plastic onto the card. The same effect can be reached if spot UV glaze onto matte laminate.

Business cards that feature multiple colors, also called full color cards, are created using sheet-fed presses as well. The main difference is the use CMYK four-color printing technique. The abbreviation stands for cyan, magenta, yellow, and black, the four colors. Parts of every color are printed over one another, thus creating a broad range of colors. The main disadvantage of this particular method is linked with the fact that screened colors, after a more detailed examination may reveal tiny dots. In contrast, spot color business cards are printed usually solid. It is advised that spot colors are used for plain cards with line art.

Below there are some examples of terminology used in full color printing:

 - 4/0 - Full Color Front / No Back

 - 4/1 - Full Color Front / One color to reverse

 - 4/4 - Full Color Front / Full Color Back

These terms are pronounced as "four back one" or "four back zero."

Every business card can be covered with a UV lustrous coat, which is applied just like ink. The coat is applied upon the card with the help of an extra unit on a sheet-fed press. In addition a card may not be entirely covered with glossy coat - some areas of the business card can be left uncoated, thus making an additional design prospective.

You may also print business cards using a digital copier, which applies toner baked onto both sides of the card. Usually these business cards required lighter stocks for printing so the printer won't be damaged. In order to make the card thicker and thus more durable a UV coating or a plastic lamination should be used.

For speeding up the manufacturing of business cards, experts use UV coats along with some other coats, including Aqueous Coatings. Business cards that are still wet will offset, meaning that the ink from the front of one business card will reach the back of the following card. Usually UV coatings are very lustrous; you are more likely to leave your finger print on them. Aqueous Coatings, on the other hand, are less noticeable and they increase the durability of a business card. In case you want to obtain an extremely durable business card, which would be uncoated, then you may consider applying to dull aqueous coatings used upon uncoated stock.

During the process of business card creation, in case the color expands to the edge of the finished cut size, bleeds are used. Bleeds is a term that refers to the extension of printed lines or extension of colors away from the boarder where the paper is going to be cut. The bleeds are given to ensure that the paper will be cut without white edges because of an extremely small divergence in the area where the cards are cut. White line can appear if being just a hair off. The blade will then pull the paper during the cutting process.

Images may also jump from one paper to another. This is called bounce. The bounce is usually off by a hairline on an offset press. However it can be larger if working with lower end equipment such as, for instance, a duplicator press. Generally bleeds are an additional 1/8 to ¼ in to all edges of the business card.

 - Bleed Size: 3.75 ×  2.25 in (¹⁄₈ in bleeds) (95.25 × 57.15 mm)

 - Cut Size: 3.5 × 2 in (89 × 51 mm)

Methods of Making Business Cards

Generally there are three methods of creating a business card. These include: foil stamping, serigraphy, and offset printing. There are times, however, when a person needs to save time or money. This is the case when a business card can be easily printed on inkjet or laser printer and afterwards laminated. It is important to note that such cards are of little help to their owner, as they do very little for the image, and may in fact spoil the impression about a person offering them.

Below the three types of manufacturing business cards are presented in detail and you can find out about the differences of these methods and how can you figure out if a business card was manufactured using one method or another.

Foil Stamping

This method is very recognizable due to the fact that the characters of the paper are slightly presses in the business card. The technology behind foil stamping method implies printing a foil image onto the base of the business card. Note that the foil image might be of any color. Business cards that have foil logotypes that feature colors playing like the colors of soap bubbles were created with the help of a special holographic foil imprinting, which is sort of stamping as though made from inside, raising letters and images over the surface of the card in low relief.

Serigraphy

This method implies the printing of a color image on the business card's surface using a special silk-screen. A business card made using this method can be spotted thanks to a slight relief of the image over the surface. This method does not require special manufacturing facility.

Offset Printing

This method is applied by printing houses when manufacturing booklets, posters and books. It is considered to be a professional technique used for printing business cards. This method implies a wide range of colors.

Many alternatives can be applied on a business card. Unique features may vary from simple copy methods to ultra-modern ones, including embossing and foil stamping. Several methods are stated below.

Text on a Track

This method is used to gain interest to a certain field on a business card. The method implies a line of text, which follows the trace of an item (for instance the logo of the company).

Reverse Type
This type shows the text in white on the obverse and an analog colorful text on the reverse. The reverse type may provide extra influence on your business card design.

Bleeds

 This method refers to the printing cards that run off the edge of the piece of paper. This attribute influences positively the value of your business card, illustrating that the card should have been of a bigger size.
Screen Tints
These tones can be applied to create a shadowed effect on your business card. Quite often they are applied to logos.

Thermography
This printing method creates an image in relief. Thermography is quite often used on business cards as it gives them a great appearance.

The Reverse of Your Business Card

A good business card always has something on its reverse, which should be at least as good as the card's front side. Very often the backside of a business card is used to provide the main points of its owner's business, list satisfied customers or products the giver offers. The backside of a business card should not be overfilled with information; instead it should include something that would favor the card's owner. It is worth mentioning that white space obverse and reverse is the mark of an expert.

The reverse should serve as a personal ad of the card's owner, as a promotion tool. The only thing you should copy from the front side of your business card is your name. You may consider placing some important information on the reverse, such as the phone numbers of police, fire and hospital. A calendar may also be included. There are also business cards that feature useful hints, exchange tables or charts.

A great idea would be to leave enough space on the backside for future handwriting some additional information, not listed in the business card, such as private phone number.
Tip: If the obverse of the business card includes a colorful design, the reverse should be printed in black and white. Besides, it is less costly.

The Company Logo on a Business Card

Note that logotypes are used mainly for international firms. They are suitable for any firm, which looks forward to obtain the respect of its customers through its skillful image and work. The logo is a very important tool in branding. It works better when placed on business cards, receipts, invoices as well as publicity.

In case you have a website, the logo should feature on its every page. In addition, it's worth noting that most companies place their logos on virtually all of its promotional items, such as calendars and key chains.

The main goal of logotype promotion is to make your business more visible in a group of competitors and get hold of recognition.

The design of a business card logo is simplistic. This is mainly because today there are a lot of software programs that might be of great help. If you don't have the possibility to use these software programs you might consider applying to a designer, who would do the work. When personally creating a logotype you should be aware of certain rules:

- The logo on a business card should be memorable. It should be simplistic so other could easily reproduce it. In addition a simple logo is quite identifiable.
- The logo should not include a wide range of colors. It should neither be dark nor featuring saturated colors.

- The logo of a company should have tangency points with company's production. Take for example car industry, when logos include the initial of the company's name included in a quite simplistic shape: General Motors, Honda, Hyundai, Volvo etc.

Choosing the color of the logo is anything but simple, mainly because each color has its effect on people and may not be suitable for certain types of products. Take for instance yellow – a serious company would probably not choose this color, because, as it was mentioned previously, yellow is a childish color.

Tip: Brown is really not a good color for a business card.

The logo on your business card has to be flexible, so to be able to meet all of your promotional requirements.

 Choosing Photographs

When picking the design for your business card, it is worth thinking on whether to place your photograph or not. The same refers to logo, graphics and other elements besides text. These details should be taken into consideration depending on who is going to receive them and where will they be distributed.

Undoubtedly your business card may attract new customers. A business card, if attractive enough and designed correctly, may in fact turn into a small billboard. Attractive "small billboards" should be colorful, easy to read, and comprehensible in terms of the main service and advantages of your business.

In case you consider providing your business card to existing clients or to your colleagues, you may add extra contact information. There is no need of repeating the information about your business.

Such details as photographs, logotypes and graphics are great tools for catching the attention of your business card. It is worth taking into consideration the pros and cons when thinking about adding graphic to your business card.

Advantages of Photos:
- Name/Face recognition - in case your name cannot tell about your gender or it is unknown to the receiver of your business card, a business card with a photo will serve you well. Your photo on a business card may also benefit you when contacting a client via phone or email.

- Encourages self-confidence - such businesses as, for instance, real estate, public speaking, implies a lot of trust and confidence. Posting your photo on a business card can be of great help to receivers to get to know you better.

- Generates interest to you business card.

Disadvantages of Photos:

- Very often people judge a person by his or her face – it is in human's blood to judge other people by the way they look. Every detail may affect a person's way of appreciating you, including gender, age, race, dress and the look of your face.

- A photo may show how old is your business card – you will have to change your business card after a while.

In case you want your photo to feature in your business card you should not skimp on it. Your image depends on the quality of your photo, thus you need to get in touch with a professional photographer, who would make a picture really worth your money.

It is worth mentioning that every graphic detail on your business card should be made by a professional designer, who knows what should be included and where it needs to feature.

Standard clipart is not for a serious business card since prospects might consider you a businessman who cannot afford good quality artwork. Your business card may become more recognizable and memorable if it features monogrammed initials. However, these do not include contact information and cannot be really good reason to contacting you.

A colorful background is a great way to make your business card look attractive. When picking the background for your business card it is worth considering the color of the text so the two could compete with each other and it would be easier for the prospect to read the information provided of the business card. It should also be mentioned that colors differently influence human's perceptions.

Tips:

 - Don't make your own business cards;

 - Don't apply big letters for your contact information and address;

 - Think before making a metal business card, especially if you fly by plane often;

 - A business card with lots of colors and a picture of you on it is not a good idea;

 - The edges of your business card should be rounded;

 - Consider margins.

History of the Business Card

Today's business cards were mainly influenced by three different ancestors, and namely:

• Bearer Cards
• Calling Cards (also called "Visiting Cards")
• Trade Cards

All three have their own niche in history and each one of them was used for a specific purpose. They all had a different evolution. These cards illustrate one of the earliest forms of advertising, at the same time playing an important role in society for several centuries. Every card was very important for its owner, as it carried great business and social importance. Although we live in a technologically advanced environment, business cards still have their niche in it, being important for advertising and used for connecting different individuals, who carry the same goals.

The Story of Bearer Cards

For the first time bearer cards were noticed in the late 16^th century. They were created either in England or France. The main goal of bearer cards was to provide an official means of informing intent or obligation. Usual bearer cards were in fact ordinary playing cards, upon which a person left his signature. Bearer cards served as tools of conveying debt, they could be used as promissory notes and carried the power of law. Supposedly there were also particular cards developed exclusively for the upper classes. On such cards there was engraved the likeness of the bearer, however, not one of those types of cards survived till nowadays.

Visiting Cards

In France, during the 17^th century, presenting such a card and introducing yourself became very popular, and was considered to be a fashionable trend. In France bearer cards were called "bilete," and their popularity grew when Louis XIV, the King of France, started receiving such cards from visitors from abroad.

Quite soon, offering "Visite Bilete" turned into a polite means of asking for an audience. Such means was applied for both ladies and gentleman. Even in the 17^th century the design of the card had a high influence on the receiver, thus the more stylish the card was, the better it was accepted. In a while presenting a "Visite Bilete" became an official etiquette of the French court.

The calling cards were tools used to transmit certain messages and as a real (material) evidence of having met certain requirements. The oldest calling card that survived till nowadays dates back to 1786, being printed in Germany. Most cards of that time were quite simple; however, some cards were quite pompous, featuring gold and silver letter.

The predecessors of business cards, calling cards were mainly effective letters of introduction. These cards were quite popular within the upper classes, which had a rather specific etiquette. The tradition of "calling" was partially based on the custom of "visiting" and partially on the tradition of the court. As time passed, these traditions transformed into a set of rules created by society. These rules were used to people living in both small towns and large cities. There differed very little from one country to another, and were able to reach even Russia and Far East. An example of a calling etiquette is provided below:

Every home had a card tray made either of silver or wood. It was set on a hall table next to the door. The tray was a tool set for receiving calling cards. After the arrival, the caller asks for permission to enter the house and then the servant shows caller the card tray. Near the tray there may have also been a pad and a pencil, for necessity.

A very important aspect of the tradition was the way a calling card was presented. For instance it was very important for a gentleman to have a card for every lady of the house, when he was about to make the first call. After being in a society for at least a year, every lady should have had her own card. If a card was folded in the middle, it was a signal that the call is on several family members or the whole family. The caller could also consider writing specific abbreviations, each implying a certain meaning. The caller could write the abbreviations by hand. Below there are some types of abbreviations:

- p.p. – This is a typical abbreviation for introduction; the letters stand for "pour presenter."

- p.f. – This abbreviation served for congratulations; the letters stand for "pour féliciter."

- p.r. – This abbreviation was used to communicate one's thanks; the letters stand for "pour remercier."

- p.c. – This abbreviation served as an expression of mourning; the letters stand for "pour condoléance."

- p.f.N.A. – This is a Happy New Year abbreviation; the letters stand for "pour feliciter Nouvel An."

- p.p.c. – This abbreviation was used to take leave; the letters stand for "pour prendre conge."

The goal of the caller is to leave the calling card to the servant, who then delivers the card to the hostess. After the hostess has examined the card, the caller is allowed to see her. In case there has been no acknowledgement, the caller should understand that the hostess currently does not wish to set a meeting. Gentlemen were not allowed to look through the calling cards in the tray; this is because a gentleman doesn't have the right to know who calls upon a lady.

A gentleman coming from the United States should note that he should not fold the corner of his calling card. In contrast, the European gentlemen do so in order to show that the card has been delivered by them, but the servant is not allowed to give a folded card to his master.

Although it is considered that the first to invent the cards were the French, the Chinese claim that their ancestors were the first ones to use cards and it happened shortly after they created explosive powder. However, the German card from 1786 is the only evidence that survived till nowadays. Due to some specific rules of use, the cards became very popular within the 19^th century.

Trade cards

The first trade cards appeared early in the 17^th century in London. Trade cards were mostly used to help customers find the store of a particular merchant. This is because at that time there was no official street numbering system.

The printing industry was not highly developed and newspapers included far from qualitative images. Printing different illustrations was very complicated and required intensive work. Woodcut or letterpress was used to print some of the first trade cards. Such method of printing was considered to be expensive. During the 18^th century a new method came into play. The copperplate engraving became very popular. Till 19^th century trade cards were quite simple, featuring simple tones. Some of them were hand painted and such cards are very sought after pieces today.

There was a great need in business cards and as their popularity grew, trade cards became one of the most effective types of advertising. They were cheap and easy o handle to the customer. The business in the 19^th century developed and so did the production of trade cards. People started exchanging trade cards more often. Now industry allowed the creation of a more complex design for the cards.

Somewhere around 1830 a new printing method was developed. The printing method was entitled multiple-color lithography. Before this, most of lithography was performed on stones. In 1850 the slow, expensive and awkward method of stone engraving was replaced by metal plates. Thus printing became less expensive and cards went into mass production.

Only after the Civil War the color printing of trade cards became a trend in the United States. The main place for printers to gather and share their services of trade-card production was the Philadelphia Centennial Exhibition. Although the trade cards, printed in multiple colors, have already been in use, in 1876 the exhibition started acting as a tool to increase the use of colorful trade cards. In a very short time, trade cards became so popular that they were widely used in almost every big city of the United States; this mainly refers to the eastern parts on the country.

In the follow-up decade, trade cards started appearing in stores around America. They informed about a wide range of products, starting with food and sewing machines and till horse collars and axle grease. Because the majority of households involved in their personal banking, there were numerous trade cards that referred to sewing and farming.

At the end of the 19^th century and the beginning of the 20^th, the technology registered a great improvement. Thus newspapers and periodicals were widely used due to their low price and because they were more practical. Advertising based on printing saw a great development. It became more affordable and the production of trade cards started decreasing.

When the Food and Drug Administration set new rules it highly affected the advertising for patent medicines. Due to a great reduction in this field of advertising, nearly all producers of trade cards lost their business.

After the US Post Office launched in 1898 its new postal regulations, it made postcards very cheap and a lot of people could afford them. In this period post cards became a new trend in the United States and by the end of 1904 World's Fair nearly all trade cards vanished. There were seen as old fashioned by the young generation. In addition consumers paid more attention to the advertisement in the newspapers and magazines. In 1920 trade cards completely disappeared.

In the contemporary life, trade cards are treated as something new. Event in a technologically improved ambiance trade cards show an impressive output for many businesspersons.

Business cards

About a century ago it was very important for aristocrats to known which corner of their visiting card should be folded to call on to ask about the health of the master, when considering leaving the card with a footman.

The upper class used visiting cards as an important attribute of etiquette. It is worth mentioning that the rules of using visiting class were quite complicated. A hundred of years ago visiting cards were part of the polygraphic art, they were considered to be masterpieces.

The first businessmen used cards to make themselves notices and in such a way were the first to influence the trend of changing the design. After the popularity of visiting cards grew, the polygraphic industry registered a great increase. People asked for even more original and complicated card designs. New, even more appealing cards appeared. Those that had a very expensive card were appreciated higher and considered more fanciful.

During the period when a new social group appeared and continued growing (i.e. private entrepreneurs) these individuals quite often needed to exchanged their contact data. This was the main reason why private entrepreneurs started printing out their own cards, as the polygraphic industry had a lot of orders and did not manage to print fast and in high amount cards for entrepreneurs. Thus appeared business cards, which were surely cheaper than cards printed by the polygraphic industry, but at least they had all the necessary contact information. Private entrepreneurs offered their business cards at various exhibitions and presentations.
Today it is still easy to find a difference between two types of business cards, those that are fanciful and business cards that are functional.

The goal of the fanciful business cards is to make it clear that everything is possible for the owner of the business card. It is believed that the more impressive the design of the business card s, the more materials are used to manufacture it, the more sophisticated is the procedure of making the business card, the better. The main idea of a fanciful business card is to show its uniqueness. Its content is in the "background," little attention is pain to it in contrast to the design. A stylish business card, citing Vladimir Dal, is made for "conventional, non-business, visits and friendly calls."

On the other hand a functional business card pays more attention to functionality. Such cards are very popular in Western countries. These business cards are important for company workers who need to have good relationships with the clients.

19^th Century Business Cards in the United States

Businesspersons from the United States highly differentiated business cards from visiting cards. The latter served as real (material) proof of meeting social obligations and a letter of introduction. The heap of visiting cards stored in the card tray, which was set in the hall of a household, represented an easy-to-use catalog that stated about every person who called and whose calls should be returned. Usually visiting cards of that time were a way of showing off and the American working class along with country people did not apply to such kind of advertising.

On the contrary, business cards were very popular among both men and women. Everyone, from lower to upper classes of American society used business cards to promote their business. It is interesting to note that when a person made a social call it was of poor taste to apply to a business card. Leaving with the servants your business card would mean that the calling was made to collect a bill.

Other Formats of Business Cards

Contemporary technology has developed to a level when people can use CD-Rom business cards. This type of business cards can include up to 100 MB of data. CD-Rom business cards may have a square shape; they may also be round or oblong. The size of these business cards is about the size of a usual business card. CD-Rom business cards were developed to be able to fit in the 80mm tray of a CD-Rom drive installed in your desktop. Most computers are able to run these cards but they don't work in slot-loading drives. Although these cards can encompass dynamic presentations and a rather large amount of information, the CR business cards are not very often used as common business cards.

The majority of handheld computers are able to send as electronic business cards though such means as infra-red and Bluetooth. Thus there is no need for the person receiving the business card to re-key the contact data. Such service is also available on most cell phones through SMS.

There are also unusual business cards made from various material but paper. Specialty business cards can be manufactures from metal, plastic, magnets, cloth and wood. The dimensions of such business cards are about the same as ordinary classic business cards. One of the differences might also be rounded corners on specialty business cards. Despite the fact that paper business cards are way more popular that business cards made from unusual materials, the latter are a must for companies and individuals who have to have a unique style.

Business Cards Collecting

Today the trend of collecting business cards accounts several hundreds known collectors. Collectors gather exclusive antique cards, celebrity cards or business cards made from specific materials. One of the most popular clubs of card collectors is the International Business Card Collector club, or simply IBCC. Its members exchange their cards with each other. The call a business cards shortly BC, especially when e-mailing each other.

Meishi – Japanese Business Card

Meishi represents a Japanese specific business card. The way of presenting this business card has some slight differences from business card introduction in western countries. The main difference is that meishi is presented in a formal, standardized procedure.

The Japanese business cards are very important in the country. They feature the name of the owner, the name of the company, job title, the company's address, phone number, e-mail and other standard data. Meishi are exchange during the first meeting of two people within a business environment. The first who presents his or her meishi is the person of a lower status. When presenting the business card it should be turned so the receiver could read the card on acceptance. A damaged meishi is considered to be impolite.

The name of the Japanese business card, meishi, is written in two kanji symbols: mei - name and shi - thorn or needle. The origin of the shi character came from Chinese history when ancient people carved their names using splinters of bamboo or other wood. These splinters looked like needles.

Meishi are very popular in Japan due to the fact that most Japanese names are written in kanji. Because there are many kanji characters with the same pronunciation, it is quite difficult to identify just by hearing which characters are really used. With the help of meishi people can figure out the actual spelling of a person's name.

The Business Etiquette of Meishi

The procedure of exchanging Japanese business cards may seem quite simple: a person offers his or her piece of paper to another person, the cards featuring the name of the card's owner and the company he or she represents. In reality such procedure is much more complicated. People must know the Japanese tradition of handling a meishi. Knowing how to act when offering or receiving a Japanese business card may either help you establish a good relationship. The main rule is that if you respect me, respect and my meishi. Thus the Japanese business card represents a real business icon.

By analyzing the title of the bearer on his or her meishi one may figure out the proper way to behave, to address to the person, to choose a proper mode of speech and to honor.

Taking into consideration each of the above mentioned points, it is very important to assist in the smooth conduct of business and develop an environment of mutual understanding. Meishi implies much more than a simple paper to the Japanese. It is the symbol of tangible image of the person who offers the business card. If the Japanese business card is handled with respect, it will symbolize respect to the person receiving it and the company he or she represents. In addition it brings respect to its bearer since he or she is showing a good knowledge of business etiquette.

The Traditions of Exchanging Japanese Business Cards, Meishi

According to the Japanese, if you are not able to greet someone with respect, knowing the rules of business etiquette, you cannot be a good employee. This is because every business starts with "aitatsy," which is meeting in Japanese.

When making your first business meeting in Japan, it is important to know that aitatsy is strongly connected with exchange of meishi. It is important that your business card is clean and neat, without any smudges. The owner of meishi should not carry the business card in a breast pocket of a shirt. This is due to the fact that the business card can become warm and a warm meishi is treated as a very bad form.

In order to show your full politeness, it is important that you use both hands when extending your business card. Hands should be at chest level and the thumb along with the forefinger of each hand should hold the corners of the business card so to ensure that the bearer's name is facing toward the beneficiary. In case you haven't greeted the recipient, you may say it at this time. Japanese generally repeat their names when offering their meishi.

When handing over the business card you may say: "Domo, watashi-no may-shee desu," which means "please, my card it is." Afterwards you state your name and business title. Words should be pronounced slowly and clearly. When receiving the card, on recipient's side it is polite to read the business card, once again reading the name and the title of the card's bearer. It's worth mentioning that the Japanese address by surname to each other and not by their first name.

Generally if it is a man, his name is followed by "san," which means "mister." It is very impolite to refer to a person by his or her first name, especially in public, since just reference will be considered insulting. Note that it is very polite to bow when meeting a person in Japan.

Generally it is quite enough to make a 30 degrees bow, this is in case your guest is not of a very high rank. In case the rank of your guest is higher, then a lower bow would be appropriate. Please note that you cannot be expected to bow if you still haven't exchanged meishi. This is why, a lot of Japanese will bow a little once at a meeting and afterwards make a 30 degrees bow during the exchange of business cards.

Some words that would be useful when visiting Japan:

Domo – please;

Arigato – thank you;

Domo arigato – thanks a lot;

Domo arigato gozaimasu – thank you very much indeed;

Ohayo gozaimasu – good morning;

Kkon-nichi-wa (kon-ban-wa) – good day, good afternoon, good evening;

Sumimasen – excuse me; - this word is usually used when leaving the room for some reason;

Japanese consider the word "no" as highly impolite, which is why they prefer to say "tabun," which is translated as "maybe." However, in most cases this word has the meaning of "no." Just for the information "no" is Japanese is "iie," which is pronounced as "ee eh."

After the Ritual of Business Card Exchange

After a businessman has finished the ritual of exchanging business cards, meishi, another step is to take place, i.e. the placement ritual. The performance of this ritual has parted the Japanese into two groups. One considers that business cards should be arranged in accordance with the rank, the first being the business card of the executive with the highest ranking and the following down the line. If considering business cards written horizontally, just like Western business cards, these are placed on the table in a way that the business card of the executive with the highest ranking being in the far left (or right). If considering business cards written vertically, the Japanese traditional style, the cards are arranged vertically with the business card of the highest-ranking executive being at the top.

The other group considers that business cards should be lined up on the table with the one individual facing the other in order to help memorize the names and faces. Despite the differences of business cards placement, the two group agree on what the meishi etiquette says, and namely that the business card of the highest-ranking executive should be placed on top of the leather card case.

It is worth mentioning that in Japan people address to each other on the business meetings by a person's name or by his or her name and title. They never apply the term "anata," which means "you." This is a very practical reason and, in fact, the main rule behind the whole arrangement of business cards. In addition the Japanese take into consideration several rules when putting the business cards away. When a business meeting has ended, all business cards are accurately filed away in the leather case. If a person considers going to another meeting, new business cards should be filed at the back of the case. It is very important to know that in Japan people never write on a business card in the presence of the recipient, unless the meishi is used as a short "letter of introduction." The value of business cards rituals in Japan is far more important than the size of the small cards.

The rituals might sound somewhat complicated, but for businesspeople living in Japan, these business card rules represent a nearly automatics series of gestures. The Japanese always keep in mind the importance of applying all these rules. The behavior of an employee might have a great effect on an entire company. If handled carelessly, business cards will not only spoil the first impression of a company's representative, but even have a negative impact on business. The person receiving a business card may consider that the company did not train properly its employee and this may lead to the question: if a company is unable to supervise its employee to properly exchange business cards, then it what other problems this company may have? Obviously businesspersons coming from other countries are not expected to know all the rules of business card handling in Japan, which is why they are not seriously judged. However, if a foreigner took the time to learn and comprehend the intricacies of meishi, he or she will receive higher marks and thus provide a great first impression.

Additional Japanese Terms and the Way They Are Pronounced

In order to phonetically reproduce the standard characters of the Kanji for foreign businesspersons, the Japanese apply to "Romanji," which are Roman characters. It's interesting to note that a letter written with Romanji characters in English will definitely be understood by a Japanese person.

In Japanese the letters "r" and "l" sound almost the same, which is why the word "arigato" may sound just like "aligato," and the meaning will remain the same.

In Japanese "Watashi" stands for "I." Having the suffix "-no" the word is translated as "belonging to." Thus "Watashi-no" means "my." In the end we have a sentence that sounds as "Watashi-no meishi desu," literally translated as "I belonging to card is."

"Wa" is a suffix "-wa" that refers to the subject of the sentence. "Ka" is a suffix "-ka" that indicates an interrogative sentence.

There is very little intonation in Japanese. Apart from other languages, a sentence in Japanese doesn't raise the tone to indicate a question.

"Desu" is a verb translated as "is" or "am". The question "Kuko-wa doko desu-ka" is translated as "where is the airport". The combination of words "Smith desu" means "I am Mr. Smith" and "Smith-san desu-ka" means "Are you Mr. Smith?"

Very often the Japanese start a sentence with the word "Ano" which can be translated as "now" or "let's see" or "well then."

"Good" in Japanese is "ii." "It's good" is "ii desu" and "it's good, isn't it" in Japanese is "ii desu-ne."

"Welcome" in Japanese is "irrasshaimasu." The term is widely used when welcoming customers into a store. IN case when one or more people visit your home you should say "agatte kudasai" or you may also use "haite kudasai." The former combination of words means "raise up" and alleges to the fact that the majority of Japanese houses have their entrance raised, where visitors leave their shoes. "Haite" is translated as "come in."

In case you want to ask someone "How are you?" you should say "o genki desu-ka." "O" in this sentence means "you." If you want to say "Pleased to meet you" then it's "omeni kakarete ureshii desu."

Presenting the Japanese Business Card

The meishi should be presented when a person meets his or her new business partner. Once again it is worth mentioning that Japanese business cards, meishi, are accurately kept in a leather case. In such a case business card will not warn or wear, since the two signs of a business card imply disrespect.

When receiving a business card the person should read the cover of the card and then say "choudai-itashimasu", or "choudaishimasu" and then bow. In case a business card is exchange between two persons of a different rank, the person with the lower status should present his or her business card in a way so it will go at a lower level than the level of the person with higher position.

In case the presentation of meishi takes place at the table, the business card that you received should be kept on top of the leather case. When more than one businessperson is involved in the meeting than you have to place the received business cards in a way that the meishi of the person with the highest position is on the leather case, the other cards should lay beside on the table.

Meishi Appearance

The Japanese business cards pay the greatest attention to the company, apart from Western countries that focus on the name and title of the business card owner. For instance, a Japanese business card will have the name of the company on the top and printed with large letters. The company's name will then be followed by the title of the business card owner and then his or her name. The formal introduction of the Japanese is the same: the company first followed by the title and then the name.

Quite often, the name of the person and the title are written on the business card using both kanji and romanji characters. Usually kanji characters are used on the card's obverse and romanji on the reverse.

Meishi Dimensions

Usually the Japanese business cards are created using yongo, which is an old Japanese paper size (91x 55 mm). However, the metricated size (90 x 55 mm) is also widely used. Japanese women often used business cards of a smaller size (85 x 49 mm) having round corners. The name of such size is sango, but is not very popular in today's Japan.

vCard

This is a file formal standard used for electronic business cards. Mostly vCards are attached to email messages. However, they may also be exchanged using the Web. vCards may feature such information as the name, address, phone numbers, URLs, logos and photos. They may also include audio files.

In fact the vCard is a business card, which automates the exchange of personal data usually fond on the ordinary business cards. The vCard is applied in Internet mail, voice mail, web browsers, video conferencing, faxes, computer/telephony applications and more. Besides a simple text the vCard may feature pictures, live URLs and other additional features.

The Features of a Vcard

 - a vCard includes important directory data such as name, phone numbers, email addresses and URLs;

 - a Vcard may feature graphics, photos, audio files and other multimedia;

 - such information as the position of the country and time zone can be of much help for people you wish to contact;

 - multimedia languages;

 - a vCard can be used on any computer.

The History of the vCard

For the first time a vCard was suggested in 1995 by the Versit consortium, thus the name vCard (versitcard). The consortium was composed of Apple Computer, AT&T, IBM and Siemens. Since December 1996, the owner of the format has been the Internet Mail Consortium, which is a trade association created for firms dealing with Internet e-mail.

The vCard comes with a projected standard for exchanging information regarding the future appointments, entitled v Calendar since succeeded by iCalendar. In its statement the Internet Mail Consortium outlined that it "hopes that all vCalendar developers take advantage of these new open standards and make their software compatible with both vCalendar 1.0 and iCalendar."

hCard

This is an easy, open, spread format used for representing people, firms and organizations. It uses a 1:1 representation of vCard properties. It is one of a number of open microformat standards appropriate for setting in HTML, XHTML, Atom, RSS and casual XML.

If you want to start with writing an hCard it is worth visiting the hCard creator at http://microformats.org/code/hcard/creator. After using the hCard creator, you may copy the HTML code that the creator generates and paste the code on your blog or website, thus publishing your contact data. Bloggers may include hCard directly in their blogs and then style them using CSS in order to make them appear as they prefer. Besides, hCard allows application to retrieve data straight from the web pages without the need of referencing an individual file.