Better Business Cards
By Jay Rodimel

Your business card is arguably your most basic marketing collateral. Customarily, you'll simply exchange cards when you meet someone. However, in an ideal scenario, your business card sits proxy for you as a referrer hands it over to potential client.

Most people expect an attorney's business cards to look classy and conservative. To achieve this look for your cards, you must be able to effectively articulate your preferences to print service providers.

Less is More
Better business cards for attorneys will generally share the following attributes: If you are designing your card yourself, do make sure your logo is at 300dpi (dots per inch) because screen resolution is 72dpi and a 72dpi image will look blurry when printed.

Your card should only feature your firm’s logo, your name, title and contact information. Of these items, your name should be given prominence.

Present this information in a straightforward manner. For example, the use of “Vox” in lieu of “Phone” comes across as far more cheeky than innovative.

As for font selection, go with a serif (little feet on the ends of the letters) typeface (i.e.., Garamond) for readability unless your firm’s logo is a serif typeface. Then go with a sans serif (no feet) typeface (i.e., Helvetica) for contrast. No script or novelty fonts, please.

... having slick, glossy business cards impervious to the sun's rays will have a deleterious effect on the conservative, classy impression you're trying to convey.
Cards orientated vertically and oddly shaped cards are way too cool for school.

Pictures on cards are strictly verboten. Although a real estate agent can get away with a business card with his photograph on it, an attorney cannot.
If you're wondering, the nifty stock image of the scales of justice that the printer shows you is also considered a picture.

A lot of international clients from China, Japan and Korea prefer two-sided bilingual cards.

Also, if you represent a lot of blind and visually impaired clients, you can even get Braille cards to improve your presentation.

While two-side bilingual cards and Braille cards are certainly not standard business cards, presenting them to the appropriate parties communicates a sophisticated willingness to accommodate rather than an awkward attempt at snazziness.

The difference is in the deference.

Once you have an idea of what your want your card to look like, you need to select something to print it on (substrate). Nowadays, you can get business cards printed on everything from credit card plastic to metal.

I highly recommend smooth (not linen) white or off-white cardstock for its feel and conservative appearance. This is one area where you really do get what you pay for.

Printing Terms Demystified
Going to the printer to get business cards printed can be more than a little confusing because of the dazzling array of choices available to the consumer.

Thermography refers to a horrid shiny melted resin finish on top of your printing.
Most printers will gladly sell you any type of printing you want regardless of whether or not it is appropriate. You really do have to “look out for number one” here.

Fortunately, a little knowledge of some key terms will go a long way towards ensuring you get what you want.

The most common method of commercial printing today is offset printing. In offset printing, the image is transferred from a photomechanical plate to a rubber cylinder (blanket) and then printed on the final surface (substrate).  This scalable method produces high quality images consistently and prolongs plate life.

Debossing and embossing are both pricey finishing techniques that can greatly enhance the appearance of your printing.

Thermography refers to a horrid shiny melted resin finish on top of your printing. Contrary to claims that this technique effectively simulates embossing, it doesn’t.

I’m not going to go into the myriad of special UV coatings available because having slick glossy business cards impervious to the sun’s rays will have a deleterious effect on the classy conservative impression you’re trying to convey.

Would you like to know more? E-mail Jay (jay@jayrodimel.com) today and arrange a free consultation to discuss your printing project.

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