Modern Business and Calling Cards

Unlike trade cards, which enjoyed a comparatively brief life in history, business cards have been with us since the 17th Century and they continue to serve important needs today. And, personal calling cards are still in use, particularly in the upper echelons of business and government, universally representing culture, grace and formality.

The distinction between a card representing an individual engaged in commerce and a card representing an individual presenting himself or herself in a strictly social context still exists. Presenting one's business card for social purposes is considered to be in very poor taste. In the past, a business card left with a servant could imply that you had called to collect a bill.

Consequently, those who move in circles where cards are still used regularly often have two (or more!) different cards ready to present, depending on the circumstances and the etiquette required.

In the modern business card design, with its developed clear professional conventions, one can still detect the two conflicting approaches, the fanciful and the functional one.

Fanciful business cards are generally not used in the West. Intended more for social functions, they are intended to show that there is nothing impossible for the card's owner. The more stunning and eye-catching the design and materials, the more sophisticated its manufacturing technology, the gaudier and more unbelievable, the better. To this end, the content of the card is secondary to the card's uniqueness and distinctiveness.

The standard business card emphasizes efficiency, professionalism and functionality. There are no minor details and every aspect of it is important. There are both visible and invisible messages given off by a business card (referred to as the card's "body language"). The graphics and font types selected have a great impact on its presentation, as does the actual printed message (if any).

The real trick is to make a card stand out without being pushy, to draw the eye and create a positive reaction in the reader, to make your card into a successful silent ambassador for your business (your business card is the handshake you leave behind!).

The best way to augment your presentation is to extract the card from a beautiful, eye-catching card holder. Details matter and first impressions are all-important in face-to-face situations. Pulling a well-designed, professional business card from an attractive, eye-catching card case and offering it to a client conveys many messages, all of them positive. But the most important message is: "I am successful." This not only inspires confidence in the recipient, but actually makes them glad to have your card -- which they will regard as a valuable professional resource thereafter. Your "silent ambassador" will continue to do its job long after your departure.