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History Business and calling
cards first appeared in seventeenth-century England. Business cards
acted primarily as advertising, while calling cards served as letters
of introduction among the middle and upper classes. Etiquette dictated,
however, that one type of card could not be substituted for the
other. Today, cards are used interchangeably for social and business
purposes.
Standard Size Card sizes
have varied over the years, but at some point 3 1/2 x 2 inches became
the norm. Consider the pros and cons when deciding on whether to
deviate from the standard size. Odd shapes and sizes are attractive
and memorable; consider, however, the needs of the end user. Many
people use Rolodexes, business card holders and plastic sheet protectors
for filing and storage, and those accessories all utilize the standard
size. An odd-size card has a higher chance of ending up in the trash
simply because it is inconvenient. Either way you go, there are
dozens of options for creating a card that is uniquely your own.
Conforming to the standard size does not have to be a limitation;
rather, it is just one less decision to be made. You can also use
the standard size in a creative way by orienting your card vertically
instead of horizontally.
Standard Information Cards
typically present a person’s name, company name, address,
phone number, e-mail, and Web address. You decide what content is
right for you.
Typography is the art of
choosing letterforms and arranging them on a page. Using type thoughtfully
is crucial to the success of your card, which will become a typographic
portrait of you. Working with just a single font, you can create
endless variations by playing with size, placement, and alignment
(flush left, flush right, centered, or justified).
Type Elements Explore your
keyboard. A convenient resource for interesting designs can be found,
quite literally, at your fingertips. Characters such as < >
/ { } [ ] + ! @ % & * ( ) are great for creating patterns, icons,
and emphasis. Turn over every rock you stumble upon: many characters
are hidden and must be accessed with alternate keystrokes.
Most computers come equipped with symbol fonts like
Zapf Dingbats or Wingdings, providing another great design resource.
Dingbats are picture fonts that come in all shapes and sizes. Also
consider using simple shapes like lines, squares, and circles.
Color can help your design
stand out and come to life. At the same time, too many colors can
turn into visual overload. Choose colors that represent you and
your message. Also, be aware of your budget; when printing commercially,
single-color or black-and-white printing is typically cheaper than
full color.
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