What makes an effective business card?

Who needs a business card these days? We're all just two clicks away from each other on the Internet, via social networks, e-mail or instant messaging.

Even so, passing on your contact details on a business card is a great way of leaving a trace after a meeting. It's one of the first vectors of your company's brand image. A business card contains your essential contact information in a pocket-sized format - the key to making an immediate good impression!

What informations should you put on your business card?

With your business card in hand, you should be able to answer 4 questions: Who, What, Where & How?

• First of all, you need to be able to identify who you are by means of the basic identity elements: your logo, surname, first name and job title.
• Your company's activity if the company name/logo is not explicit enough.
• The location of the company (postal address or at least the name of the town).
• The different ways of contacting you: postal address, email, website, landline or mobile phone or your social networks.

This information must be prioritised so as to guide your prospect towards the information that is most important and then secondary.

And for those who talk a lot?

If you really want to get more information out there, there's a clever alternative: the QR code. It can link to your company's website, or be used to transmit other information such as an electronic contact sheet. It's a handy way of quickly displaying your contacts on your prospect's phone!

What look should you give it?

The business card should be clear and easy to read. All superfluous elements should be avoided. Its main purpose is to convey practical information so that people can contact you.
Nevertheless, it must fit in with your graphic charter, using the same colours, typography and layout principles.
Keep it simple - a business card that's too busy will give off a cluttered, heavy image.

Should you use an original business card format?

Keep to the standard to fit in everywhere (the size of an 85x55mm bank card) or dare to be different to stand out from the crowd and shake things up. Landscape or portrait, it doesn't matter as long as the reader can identify with it! Be careful, though: while portrait format is rarer and more elegant, it doesn't go down well with long names and titles.

Is it still possible to be original with a business card?

Yes, a recycled paper will speak volumes about your commitment to the environment, a raw material paper can make you stand out from the hundreds of cards in 400g matt coated, a varnish or peach skin finish will protect and embellish the object... And if you operate in a very upmarket environment, hot foil stamping or embossing are still ‘must haves’.

A business card goes viral!

Obviously, what's the point of asking so many questions if you don't hand out your cards? Put some in your pocket, others in your bag, glove compartment etc. You may come across a future customer in an unlikely place, so rather than dictating your website or your e-mail, which they'll forget, pull out your card!