On the Importance of Business Cards

Jacob WallaceMarketing

I was recently tasked with designing new business cards for our company. They were supposed to communicate our brand more effectively and, of course, update people’s contact info. While working on it, I asked myself, “How important is a business card?”

Searching online, I found anecdotal evidence about the importance of cards. Unfortunately, I couldn’t find much data, but I did stumble upon one interesting statistic. It claimed that 90% of business cards are discarded within 24 hours.

I don’t know if this is true, or what it means. Does it mean that business cards are a waste of money? Maybe 10% retention is actually very worthwhile. Maybe only certain kinds of cards are thrown away?

I was just at the convention and received cards from a variety of people. Returning home, I was mostly overwhelmed by their numbers. At the same time, this was the first significant venue where we rolled out Jeff’s new business card.

The card is made of clear plastic. The front contains the black text. The back has a spot gloss with a window pattern on it.

The card’s reception was unbelievable. Everyone stared at it and commented on how cool it looked. I was asked at least a dozen times where I got them made (Taste of Ink). I am confident that quite a bit more than 10% of people kept the card. How much did they cost? A lot. Are they worth it? I think so (as specific as I can be ;-)).

It is hard to draw too many conclusions from such limited data, but I’ll take a stab. If your design is weak, you’re wasting your money. Get it professionally designed. Find something that really sticks out, and pay to have it printed. If you are going to have a card, make it count.

Of course, there are other opinions and ways to interpret the statistic. Let me know about your experiences with business cards.