This is the ninth in a series on starting a business in Nevada. For previous columns, please visit RGJ.com.
The next step in starting your business is printing business cards and other relevant marketing materials for opening doors. In this month’s column, we’ll take a look at how choosing logos, colors, cardstock, and fonts can make or break your printed materials – and your budget.
Do’s and don’ts of logo design:
Keep it clean. Keep in mind that full color logos have an impact, but are more expensive to print. If you are a nonprofit organization, check with your printer to see if one or two colors are cheaper than color. Remember you want to keep your money in your organization and not with your printer (can’t believe I’m saying this).
You want your logo to explain who you are and what you do, why you do it and how you do it. You wanna do that Once so that when you present it on business cards, ‘now open’ signs, brochures and menus, your customers recognize your brand. If you do it right, you will make a lasting impression. Think about it: everyone recognizes Pepsi and Nike. These logos could be updated, buy why mess with a good thing?
Be assertive with your logo and remember that color is the key to good design. Most importantly, be memorable. Choose fonts that are timeless, easy to read, and relevant to your business.
Business card design: Your second-best impression
First impressions are key, and your business card printing should be second.
Your card size, whether standard 3.5 “x2” or square 2.5 “x2.5”, with the option of an embossed or embossed logo, are all ways to improving the look of your cards, and kudos to anyone thinking of the box.
Choosing the right card stock is huge.
► I never recommend fragile stock. Do not go thinner than an 80 # or 12pt stock, and no thicker than a 32pt stock. 32pt is considerably thick and probably overkill, unless you like cardboard and are a contractor of some sort.
► Matte / uncoated media are typically used for a blank card back that can be easily written on.
► Semi-gloss or UV coated glossy papers are mainly used for impactful images on business cards. But you can also see fingerprints on them (which can be a pet peeve for you), so you might just consider a semi-gloss. Matte and gloss are both expected to represent a low cost of standard printing.
► Linen, although mainly used in the fields of law or accounting, is still used but not suggested with heavy ink coverage.
► Soft Touch Lamination: The Cadillac Upholstery is my favorite stock to date. He has the “wow” factor and has a soft, velvety feel. This stock is a little more expensive, but I’m still investing in myself! And remember, this is your second impression.
Fonts: Kiss of Death
You should never use more than four fonts on a card. I usually keep three at most. If you are using a Helvetica Bold font, consider using a similar Helvetica font for the body text, perhaps in a lighter version or in italics. In other words, keep it in the family.
Never go less than 7pt on your policy for addresses or phone numbers. If anything, go bigger. There is nothing worse than handing out something that no one can read. The biggest complaint heard is that the text is so small that it cannot be read without glasses – ever heard that?
Use the back of your card for something fun. A quote or slogan is good, or you can display a few of the things you specialize in, but no more than three.
Add your website on either side and make it easily readable. Most websites are no longer case sensitive and www.youdontneedthisanymore.com is no longer needed. “WWW” is obsolete and unnecessary. An email written [email protected] is more readable than [email protected] – you see?
All of these tips can be used for anything designed for your business, whether it’s business cards or vehicle wrapping. You can’t go wrong with these tips.
Keep in mind that a good printer will always try to use the most environmentally friendly inventory and be FSC certified. For each tree cut for printing, another is planted. If your printer uses soy-based inks, you can rest assured that they are also doing everything in their power to leave a better footprint for your future.
Most important tip to remember: always spell chek !!
Toni Quiruz, specializing in marketing and sales for Digiprint Corporation (www.digiprintcorporation.com) has over 25 years of design, printing and mailing experience with numerous design and printing awards and for his involvement in the community.
Please join us next month as we take a look at staffing issues such as job descriptions, compensation, hiring, training and more.
NCET (www.NCET.org) is a non-profit, member-supported organization that helps people explore business and technology.