How often have you picked up someone’s business card, or brochure and judged that person or
their workmanship based on the look and feel of their advertising material? Subconsciously or
consciously, we all do it. Especially if it is the first point of contact we are having with this
person, it is so easy to make snap judgements and assumptions, which sometimes can not be
undone. They say that first impressions are important and that is all too true in business.
One of the most common mistakes that people make when it comes to the design and print of
their advertising material is that they only go 50% of the way with it (and a lot of the time, less
than that). They don’t want to pay the least, and they don’t want to pay the most, so they pay
somewhere in the lowermiddle bracket, and that is exactly the standard they get. Quality does
come at a price, but you have to remember it is a worthy investment!
To put it into perspective, imagine you are seeking legal advice and so you meet with a lawyer
that you know through a friend of a friend of a friend. Upon meeting this person they hand you a
business card that has a large pixelated image on the front, on the back there is what could only
be described as an essay of legal jargon that you do not understand, written in a font that looks
better suited to a primary school newsletter, and then on top of that it is printed on a wafer thin
piece of crumpled card.
Now of course this is an exaggeration, a worst case scenario, but you get my point don’t you?
The quality of the design and print is not good, and naturally you question the quality of services
this person provides. People underestimate the power of good design and print quality, but in
the business world it is just as important as professional appearance and manner.
So to stand out in your market and give the right impressions, invest in good, well thought out
design. Invest in quality print, which means thick and/or laminated card stock. A strong, sturdy,
durable business card will naturally reflect similar qualities onto you and your business.
Interesting print finishes such as foiling or embossing, is a great way to stand out and be
memorable to your potential clients remember people are less likely to throw away things that
don’t already look like trash.
So don’t settle for average design or average print quality, go the full 100%, and that first
impression will be worth the investment.