The Great Two-Sided Business Card Debate

The Great Two-Sided Business Card Debate
A business card is one of the most important marketing
pieces that you'll develop for your company, since it is
typically the first piece of your marketing materials that
a new client will see.

One of the most debated points in business card design is
whether to print information on just one side of the card
or to use both sides. There are many views on this
controversy, and here are some that we frequently hear.

The arguments for keeping the back of the card blank are
that printing on both sides has the following disadvantages:

- Not having a space to take notes while networking: Many
business people use a system of writing notes on the backs
of the business cards they receive while networking. They
do this to remind themselves of the commitments they made
or to later jog their memories about the conversation. Too
much printing on the back can make this difficult or
impossible. Glossy coatings on the backs of cards can also
prevent note writing.

- Rolodexes, business card filing systems, and card
scanners: These are widely used in business today, and many
models don't allow for the back of the card to be viewed.
For this reason, you should not put vital information on
the back, so that the card can still be functional when
only one side is visible. Also, if your prospect uses a
business card scanner to store business cards, they might
not scan both sides.

- Greater printing expense: Printers charge more to print a
two-sided card, because of the additional work and ink
involved.

- Ink smearing: Some inks are more likely to smear or rub
off on neighboring sheets of paper than others; for
example, blue Pantone inks are especially prone to this
effect. If you do choose a two-sided card with a field of
color on the back, then it is best to also varnish or
clear-coat the back of the card in order to seal the color
in and prevent this. The varnish also adds drying time and
expense to the project.

The arguments for putting information on both sides are
that you can use the back to:

- Add more information: If you have a lot of contact
information, putting it all on to the front of the card
will often make the font too small and the text too dense
to read comfortably. Putting some of that information on
the back will free up the front of the card and make it
look better.

- Make your business card more valuable: By including
interesting information like a calendar of events, tip, or
quote on the back, you can make your card more likely to be
kept. Other things that you can put on the back include
coupons, appointment information, or directions to your
store or office.

- Enhance your brand: The back of the card is often the
perfect place for graphical treatments and pieces of your
Visual Vocabulary.

- Maximize your message: Use the back to add more
information about your business. It might not be clear to
everyone receiving your card what you offer, so you might
try listing that on the back.

And it might not cost that much. Some printers will print a
two-sided card for as little as $20 extra per 1000 cards.
In that case, the low price for additional "real estate"
really makes it worth the cost.

With all of these points in mind, the most effective card
for small businesses is often a two-sided card. The next
question to address is what to put on the back of the card.
We recommend:

- Not putting vital information on the back of the card:
Since the back of the card might get hidden or ignored in a
filing system, it's best to put all of the most important
information-like your name, logo, phone number, email, and
website-on the front of the card. If you have a physical
office, you should also make sure that your address is on
the front of your card.

So what's left to put on the back? You could put your
tagline, a couple of lines that explain your offerings, a
list of your services, or a short testimonial. Or try one
of the suggestions from "Make your business card more
valuable," above.

- Try graphics: You can print a field of color, small
graphic, or a simple pattern on the back. A card with
graphics on the back looks more sophisticated and high-end,
and is more memorable as well. If you don't print in a
color that is too dark and you use a solid color field,
people will still be able to take notes on the back of the
card. Just don't forget the varnish!

If you use these tips, you'll be able to maximize the
effectiveness of your business card. Your card will go from
being just a thing to hand out when you meet someone to
being a strong marketing tool.

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Erin Ferree is a brand identity designer who creates big
visibility for small businesses. As the owner of elf
design, Erin is passionate about helping her clients stand
out in front of their competition and attract more clients.
Her "Define Your Difference Branding Workbook" will help
you with your brand definition - the most important step in
the logo design process.
http://www.elf-design.com/products-define.html