As a graphic designer, one of the types of projects I have worked on for my clients is business cards. I have designed cards for small business owners as well as larger organizations. And most recently, I designed a business card for myself to use in promoting my artistic endeavors.
Here are a few past designs.
A professional business card can be a useful marketing tool for artists, and well worth the investment if you are trying to get your name out there.
So, do you have a business card? If not, then it's time to get on the ball and do something about it.
If you've been thinking about taking the plunge and designing your own card, hopefully the following information will help you get started or, if you prefer to work with a local printer or graphic designer, it should give you some ideas to share in order to produce the card you envision.
First impressions are important so your card should look professional, original and well thought out. The typography should be readable, and the information on the card should be current. I recommend printing the card with a professional printing company for the best results. That said, I have seen some really wonderful, well-crafted handmade cards utilizing beautiful papers and laser printing.
Using the card I recently designed, I am going to take you through my process. This card was created on a Macintosh computer using Quark Xpress.
What you will need:
A layout program: As mentioned above, I used Quark Xpress. Adobe InDesign or Illustrator are other top choices. Another possible option is Microsoft Word (not all printer services can accept Word files)
Image editing software such as Photoshop
Fonts
Artwork or logo
Laser or Inkjet Printer (for printing out and reviewing your work from time to time)
BUSINESS CARD BASICS
1. DEVELOPING TEXT
I chose to use my namel, my home address and phone number along with my yahoo email and ebsq portfolio address. Instead of a title ("artist" seemed so short), I decided to list my media--this actually developed as I worked on the card.
Deciding on contact information is one of the most important aspects of a business card. It gives potential contacts a snapshot of who you are, what you do and how to get in touch with you.
Possible items for inclusion on an artist's business card:
Name
Title
Mediums
Business Name (if applicable)
Mailing Address
Phone
Cell Phone
Fax
Email
Web site(s)
At a minimum, you will need to provide a name and email address and/or phone number. Whatever is used on the card should be current and should not change constantly.
2. SELECTING IMAGERY
To add visual interest and color to my card, I decided to use a piece of my artwork. At the start of the process, I wasn't sure which piece I wanted to use, so I selected a few images to play with. During the design process it became clear which image would appear on the final card.
If you decide to use your artwork on your card, I cannot stress enough the importance of image quality. Since I planned to print my card using professional 4-color offset printing, I made sure the images I used were at least 300 dpi, CMYK color mode (not RGB) and saved as TIFF files. If necessary you should reshoot (or rescan) artwork if you only have low resolution images.
Logos are also an element typically found on a business card. If you have a logo, you may want to use that as a focal point of your card. There again, image quality of logos is very important, and you should use the highest quality file available (eps or tiff)--do not use gif or jpeg files. Another image alternative might be a monogram or your signature.
3. WORKING WITH TYPE
I knew that I wanted to use a fun, casual script called "Wendy Medium" not only because my name is "Wendy," but because I feel it captures something of my personality. After a bit of exploration trying out different fonts, I chose to use Univers for all my other information.
For me, these fonts complement my artwork, reproduce clearly at small point sizes and create visual contrast without being jarring.
Keep in mind that a business card is a small canvas. Use decorative fonts sparingly for emphasis, and limit your font choice to two (possibly three) fonts. If you decide to choose a more decorative font for your name, pick a secondary font that doesn't compete.
The four main type categories are:
Serif (which have finishing strokes or "feet" extending from the ends of the characters)
Sans Serif (are without serifs, a clean more industrial or mechanical look)
Scripts (imitate calligraphy and handwriting--often used on invitations)
Decorative/Display (are original and unique, can look hand done, distressed--anything goes)
Because many people have the same old fonts on their computers, consider purchasing one or two special fonts to give your business card a unique look. If you always use Times New Roman or Arial, you should try to find something different to use. There are many online resouces to purchase fonts and many individual fonts can be had for as little as $20. A few of my favorite places to hunt for and learn about fonts are:
The standard US business card is 2 x 3.5 inches. It can be oriented horizontally or vertically and can be one- or two-sided. There is even the option to have a folded card which creates an additional interior space. Deciding on the card's format depends on how much information you plan to include and and how large you want your artwork to appear.
Consider utilizing bleeds in your design. This means a portion of an image, a background or other design element crops (or bleeds) off the edge(s) of the card. To bleed, elements must extend 1/8 of an inch beyond the card's edge for trimming.
Also, make sure to keep the type at least 1/8 of an inch away from the edges of the card--you don't want to lose anything once the final printed piece is trimmed.
5. THE DESIGN PROCESS
A large portion of design is exploration and play. If time allows, this process can take serveral days. I like to begin by creating several related designs on one large page. This allows me to compare how the different elements on each card are working.
In the example below, you can see that I created image blocks using details from my work and placed them on the left and right of the card. In addition to image placement, I also experimented with text alignment and font selection. I even tried using a portion of an image as a background for the whole card.
I tried to use details of my images in creative and unexpected ways to help create interest and make the design stand out. If cropping your image is just not an option, show a mini reproduction of it, or consider having it printed on the back where it can take up more space.
After working on these initial layouts--also called mock ups or comps--I print out the page and evaluate my designs. I look for effective use of space: are things too cramped, too open or just right? I look at the fonts: which ones work with my image and remain readable at small sizes (around 7 or 8 points)? Is any type overlapping an area that's too dark? Do I like my wording? Do I want to consider a vertical design? Does any one design stand out? Show your designs to a relative or friend and ask for feedback. Put them away for a day or so and then come back and reevaluate.
I decide to try some vertical designs, and this opens up a whole new direction for me to follow. I decide to move away from squared up imagery and focus on using the shapely edges of my cellular forms and have them move into the card from the edges to create an organic, less rigid space within my card.
At this point I've almost finalized my design. I've decided on my image, my fonts and the orientation of my card. I do a few more variations in order to make sure I am absolutely happy with my image placement. I also decide that I will have the back printed with a large central detail from my image, so I take a look at this as well.
Something still doesn't look quite right to me with the type. I try moving my name down and my mediums up. The type feels more balanced to me this way, and the script font is no longer too close to my shapes at the top. My final pick is the design shown in the lower left that has the cellular forms at the top and bottom and not the sides. There's an old design adage: less is more.
6. FINAL PRODUCTION
The next step is to set up a final file and prepare the card design for printing. I recommend choosing an online printing service because they offer very affordable full color printing--also known as 4-color process.
I always make sure to confirm with my printing contact if I need to set up my file in any particular way. When using an online printing service, I make sure to read all their instructions and download their templates. After reading all their information, if I still have any questions or concerns I either call or email the production department.
Two excellent online sources for cost effective offset printing are:
So I set up my final file for output. In this case a 2 x 3.5 inch vertical file in Quark Xpress. Since my card is 2-sided, I set up a 2-page file, one for the front the other for the back. I then copy my design from my original comping file into this final file.
I set bleeds for all 4 edges on both sides of the card.
In this next image, the dotted rule represents the edge of the card and is where it will be trimmed. These lines are only to help illustrate the concept of setting up a bleed, and would not be in the final file sent to the printer. The vertical and horizontal rules at the outer corners are called the "crop marks" and align with the edges of the card.
For a final check, I print my card out on my black and white laser printer with crop marks, trim it to size along the crops using a metal ruler and x-acto knife, and make sure no type is too close to the edge. If something looks too big or small, now is the time to make any last minute adjustments. Never trust how it looks on your monitor!
7. PRINTING THE CARD
I am using an online printer, so I collect my Quark file, fonts and image file and create a compressed archive using StuffIt. Once the files are stuffed, I then fill out all the online screens for ordering. This includes choosing my quantity (in this case 500) and selecting a shipping method. I pay and then upload the files to my print service.
A day or so later an electronic pdf proof is ready for me to review. It is important to inspect proofs closely--make sure the fonts are correct, that everything that should be on the card is, and that everything is positioned correctly. Electronic proofs are a visual overview and are not meant for checking accurate color. Anything blue, should appear blue but the final printed piece may be slightly lighter or darker than the proof.
When using an online service, you may want to consider ordering a more accurate printed color proof if one is available.
My pdf proof looked perfect, so I approved the job and a few days later my order arrived in the mail.
OTHER PRINTING OPTIONS
* Print off your own printer using perforated card stock Site 1, Site 2 I have never tried this method, but I have seen some nice looking cards. If you start with a pre-designed template, try to vary it as much as possible and make it your own design.
* Handmade cards:
Get creative and use materials available in your studio. Laser print, photocopy, rubber stamp or even write the text onto high quality card stock; then embellish with collaged, drawn, or painted elements. If you decide to go this route, the cards should really stand out as mini pieces of artwork--maybe each card is slightly different.
Once you have a business card, it is important to always have some in your purse, wallet, car, backpack etc. You should never be without a some on hand.
A few final thoughts on ways to use your artist business card:
Handout whenever someone asks about your art or what you do
Attach to the back of your framed pieces--especially pieces that will be shown in a juried show or other gallery setting
When participating in art fairs or open studios make sure to have a stack on your table near your guest book
If particpating in a gallery show, leave a stack at the gallery
Include with shipments to patrons who have purchased through Ebay, Etsy or other online sources
Always include when sending out materials to galleries
Use as a price tag and attach to items you are selling
Give some to friends and relatives to pass out on your behalf
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