Little Card, Big Deal!

By Jane Atkinson-White

Small, but mighty, the business card is the most powerful advertisement. It is often the first marketing piece seen by your prospects and its impact cannot be underestimated. So, it is important that your card is memorable, leaving a strong first impression.

Having your business identity designed professionally will set you apart from the crowd. It will tell people what is distinctive about your business, products, and services.

Your business card should ignite interest and encourage dialogue between you and your prospect. Think of the business card as a label on a package – the package being your business. Inside there is a wealth of information about what you do for your customers. The label must have enough visual impact to entice people to open the package giving you the opportunity to inform them about your business.

A good business card should include your company logo. Logo development is an important part of your company’s identity. It will appear on every document released from your office. A logo can be developed using your business name only or a graphic symbol may be developed for use with your company name. The graphic, however abstract, should reflect the nature of your business.

Colour(s), and the quality of stock, are important elements of a business card and deserve careful consideration. The colour(s) and stock chosen should enhance your business image in order to attract your target market.

Having your business cards custom designed will give you confidence when meeting new people. At networking events you will hand out that eye-catching card knowing that it represents you well and that it will engrave your identity in their minds. In today’s competitive marketplace, it is essential that you are able to connect with your clients through professional print materials. Having a unique business card ensures that you will be noticed and it gives you the opportunity to leave a dynamic first impression.

Jane Atkinson-White owns Atkinson Graphics, an eight-year old design firm. She brings over seventeen years of experience as an award winning graphic designer. Through the production of unique, appealing design work, Jane¹s clients deliver their message with impact. She can be reached at 519-644-2786 or JLAtkinson@sympatico.ca.

Published in Networking Today, October 2005.

What to Expect When Working With A Graphic Designer

By Jane Atkinson-White

You chose a designer.

Now what? Give as much information about the project as possible. The designer will then be better able to quote you a fair price.

The Quote

This is a written agreement on the terms and details of the job. Read all of it, making sure that you understand everything. If you have questions about the information, this is your chance to ask him or her. Make sure that a time line is indicated.

Price

With any design source, price is on a "per job" basis. You pay for the TIME it will take, and the SKILL level required to create the art.

Proofing

You must proof everything, even if your designer offers proofing as a service. One way to proof copy is to read the information beginning at the end and working backwards to the beginning. It slows you down and forces you to focus on individual words. Try to resist the temptation to "skim" through the information. Another way to check the job is to let someone else proof it.

Printing

Your designer will steer you toward the most economical print method without sacrificing quality. Digital printing is often used for full colour and short runs of 500 or less. Traditional offset printing is used for large runs of one, two, or full colour jobs.

Jane Atkinson-White, is the owner of Atkinson Graphics Tel: (519) 644-2786 Fax: (519) 644-2785 E-mail: atkinsonj@claven.fanshawec.on.ca This is the third article in this three-part series.

Be sure to read:
Part One: Design Tips, Logos & Print Ads
Part Two: Choosing Your Design Source

Published in Networking Today, December 2000.

Design Tips, Logos & Print Ads

By Jane Atkinson-White

Tidbits on Design

Both good design and bad design have an affect on your business image – and if you want to make a positive impression, you want a good design. First impressions are made within the first few minutes of meeting.

We DO judge a book by its cover.
We DO judge people by their appearance.
We DO judge a business by its promotional material.

At a meeting, the first promo piece you see is usually a business card and/or a brochure. You had better make sure that your business card visually represents you in the initial contact. Your promotional material represents the "face" of your business – it must attract the eye, hold attention, and be easily read.

Looking for a Logo?

Logo design is a lucrative business. You can easily spend thousands of dollars. If you’re a small business owner and don’t have a lot of resources, shop around. If you choose not to invest in a logo at start-up, you should still allow for a professionally designed stationery package as part of your promotion plan.

Points to remember:

1. Try to avoid "home-brew" logos because you run the risk of presenting your business unprofessionally and your customers won’t take you seriously.
2. Logos are not illustrations. Good design in a logo is apparent when the logo itself looks simple and clean.
3. No clip art please! Clip art images are familiar to many people. Using it in a logo is unprofessional.
   

What to Expect from Print Ads

Be realistic in your expectations. Statistics on the effectiveness of print ads aren’t encouraging, yet they can have "accumulative" results. If you expect six phone calls because you had a terrific looking ad designed to run once in a local newspaper, you’ll be disappointed. What you should think about is the fact that the ad gives your business a visual presence. The reader might see your ad and later hear your business name mentioned while networking and they’ll make a connection. Together, the ad and the conversation have impact. In that person’s mind, your business image is taking shape. So, repeat the ad but continue to network, too. The old saying, "outa’ sight, outa’ mind" holds true.

Jane Atkinson-White, is the owner of Atkinson Graphics Tel: (519) 644-2786 Fax: (519) 644-2785 E-mail: atkinsonj@claven.fanshawec.on.ca This is the first part of our three-part series.

Read part two: Choosing Your Design Source
Read part three: What to Expect When Working with a Graphic Designer

Published in Networking Today, October 2000.