Key Reasons Your Nonprofit Needs Branding

Chalk board with branding and marketing words

When you consider the word “branding,” what comes to mind? You may think of well-known companies like Apple or Target, that advertise on a large scale and whose characteristics are immediately recognizable to most of us, who come into frequent contact with them.

But the concept of branding is just as important for small businesses as it is for large companies. And, it’s an essential piece of increasing awareness for nonprofits as well.

The obvious reason for nonprofit organizations to spread awareness of their brand is to increase donations and build a reliable donor base. However, according to the Stanford Social Innovation Review, many nonprofits are stepping up their brand management in order “to explore the wider, strategic roles that brands can play: driving broad long-term social goals, while strengthening internal identity, cohesion, and capacity.”

Why Should You Build a Brand?

Like any other entity, your nonprofit has a unique set of goals, characteristics, and stories. When you bring these together to form a recognizable and repeatable persona, you have a brand. The first thing most people think of when they hear the word brand or branding, is an entity’s logo. While this is one branding element, it’s only the beginning. The style, graphics, and words your organization uses to communicate all convey your brand.

But what can branding do for your nonprofit?

Differentiate

Creating a brand around your nonprofit allows you to separate yourself from the crowd. There are a lot of nonprofits out there (over 4,000 in VT alone!) and invariably there are other organizations with the same general mission as yours. To make a connection with donors and bring precious fundraising dollars your way, you must tell a story that illustrates the unique mission of your nonprofit.

Illustrate Your Goals

black and yellow dart board with multicolored darts
Business image created by Waewkidja – Freepik.com

Helping donors to understand the specific goals your organization is working to achieve is a critical reason for developing a brand. Branding allows you to project your mission as an indelible piece of your organization. Potential donors can recognize these goals as the core of your brand, helping to reinforce your purpose.

Establish Authority

Nonprofits follow the same sales and marketing rules as businesses—it’s going to take multiple touches before a potential donor will make a gift. They will have to encounter your organization several times until it becomes familiar to them. Having a brand allows you to create one cohesive image that you can present to the world. The more a potential donor sees that image, the more recognizable you become, and the more likely they are to engage with you. Branding can also give you a professional image, increasing your sense of authority.

Strengthen Internal Identity

man and woman volunteers posing
Business image created by Peoplecreations – Freepik.com

The Stanford publication referred to branding as a way to reinforce internal identity. While your brand works to become familiar to potential donors, establishing a brand also helps to give your employees, volunteers, and board members something to rally around. They will feel like part of a team, helping to strengthen internal bonds.

Importance of Consistent Branding

A key piece of developing a brand is consistency. By constantly presenting your nonprofit using the same language, imagery, and message, you’re helping to build awareness and create a reliable image for your audience.

You should update all your marketing and fundraising materials to reflect your branding. Your social media content should echo what a visitor to your website or a recipient of your postcard will see. Consistency helps to establish the notion that you have clear, defined goals, and the experience and authority to achieve them.

Consistency can also apply to the frequency of your communications. You may have more activity leading up to an event, but work to stay in regular contact with your audience without being overwhelming. For instance, you could send one mailing per month, rather than several mailings during your campaign period and none the rest of the year.

The Power of Print

Like many nonprofits, you may be using direct mail for your fundraising campaigns. If so, you know that direct mail is an effective way to spread awareness and increase gifts. In part, this is due to the physical nature of a mail piece in our digitally saturated world. It reflects the power of print to connect with an audience—print boasts a 70% higher recall than digital.

In addition to direct mail, do you have other print collateral, such as business cards, brochures, banners/signs, or letterhead? These are all elements that contribute to the building of your brand. Where do you source these from?

By collaborating with a single source for all your printing, you can ensure that the donor experience is consistent. Each print piece can be consistent in terms of color, paper stock, and the overall look and feel.

Also, when you work closely with a source for something as important as fundraising, that source truly comes to know your organization, and can suggest avenues to explore that will accurately and effectively reflect your organization.

Want to talk about building your brand? Paw Print can assist with all your printing, mailing, design and promotional product needs. Contact us today!

 

Paper 101: What Different Terms Actually Mean

Paper stock samples
In addition to various shades of white, stock is available in several colors and textures to meet the needs of any project.

When asked about the details of the paper stock you are choosing for a print project, do your eyes glaze over? Do terms like basis weight, points, and color cast sound like Greek to you? If so, here is a quick list of basic terms to help you better understand the process.

paper stock characteristics chart
Paper stocks are generally available in a variety of finishes and colors, and are identified by terms such as points, weight, brightness, and whether they are used for text or cover.

Basis Weight

This is the weight in pounds of a ream (500 sheets) of a paper at its basic size, or the size of the uncut sheet supplied to the printer. For example, the basic size of book paper is 25 x 38 inches, so a ream weighing 70 pounds would be 70-lb. paper. Sometimes metric is used: 70-lb. book paper is equivalent to 104 g/m2.

Points

Cover, card, and other thick stocks are often specified in points, which refers to the thickness of the paper. This is often abbreviated “pt.”— for example, “8-pt. cover.” One point is 1/1000th of an inch, so an 8-pt. stock is 0.008 inches thick.

Paper Grade

Paper grade refers to the end use of the paper. Bond is used for letters and documents, book paper is used for books, offset is used for offset printing, and so on. Digital presses generally have their own grades. Thicker grades include cover, bristol, tag, and index.

C1S and C2S

These terms refer to coatings. Paper is often coated during manufacture, which improves the reproduction of fine halftone screens and color fidelity. C1S means “coated one-side,” which is useful for labels, packaging, and other materials destined for single-sided printing. C2S means “coated two-sides” and is preferred for two-sided commercial printing.

Brightness

Brightness refers to the percentage of light reflected from the sheet’s surface. Basic white copy paper has a 92 brightness. Brightness by component wavelength (red, green, or blue) is also determined, as paper can reflect different amounts of certain colors, imparting a color cast to a printed piece if you’re not careful.

Paper can bring life, texture, and beauty to your projects. Want to learn more about how different choices complement different projects? Let’s talk!

Subscribe to our email list so you never miss a post from Paw Print.

5 Considerations for Creating Standout Mail Pieces

Woman reading direct mail piece

When we think about great direct mail results, we tend to think about the list, the message, and the call to action. However, things like the size, shape, and texture of the piece play a key role, too. Let’s look at five considerations for creating standout mail pieces.

1) Trim Size:

If you want the lowest possible postage cost, go with a standard 3.5” x 5” postcard. Choosing a non-standard size will cost more in postage, but it will make your postcard stand out. “Why is that one different?” the recipient wants to know. It might even be the first piece they pick up. What’s that worth?

2) Weight:

Consumers tend to associate the weight of the stock used in the mailing with the quality of the brand and, by extension, the product being marketed. Heavier weight stocks command respect and attention. Learn more about choosing the right paper for your brand.

3) Texture:

In a sea of smooth envelopes, mailers with textured finishes get noticed. From high gloss and spot varnish to specialty processes, there are lots of options to choose from.

a sampling of Classic style textured paper stock
Printing on textured stocks gives your printing a unique look and feel.

4) Direct Mail Personalization:

Even the use of someone’s name on the front of a post card will engage the recipient more than a static card. This engagement might only last for an extra fraction of a second, but sometimes that is all you need.

5) Color:

Why use a standard white background when you can pick from a range of vibrant colors? Use knock out type, graphics, and images on dynamic backgrounds to get your mailer to jump out of the box. If your mailbox is a sea of white envelopes and one bright red one, which one would you pick out first?

There are lots of ways to get your direct mailer to stand out from all of the others. Why not try something you have not tried before?  You just might love the results!

At Paw Print, we’re poised to assist you with all the design, printing, and mailing services you need for your next direct mail campaign. Contact us to start marketing with direct mail!

Subscribe to our email list so you never miss a post from Paw Print!

Pretty, Professional, & Powerful: Printing with Foil

white folder with red text in metallic ink
The artwork on this folder was produced using an emboss covered with a red metallic foil.

Need something to make your printing pop? Create an eye-catching piece that will get your business noticed and remembered by adding a foil stamp to business cards, invitations, stationery, and other promotional materials

What is Foil Stamping?

Using foil to decorate printed materials has a long tradition. It ties back to the process of gilding, where items like picture frames or furniture are covered with a layer of gold leaf. Historically, manuscripts and books were also decorated with gold leaf and metallic foils.

Brochure imprinted with ink and silver foil
Metallic foils mimic the shine of a diamond on this brochure.

Today, decorating with metallic foil is certainly more common than gold leaf. With a range of materials and objects available for foil imprints, you can affordably add a touch of elegance to your promotional materials.

The Foil Process

The beginning of the process is similar to engraving or debossing. First, a metal die is etched with your design. The die goes into a stamping machine that feeds foil through a set of rollers. Three layers come together: the heated die on one side, foil in the middle, and paper on the other end. In one fluid motion, the die trims the foil to your design, then imprints it into the paper.

Watch foil stamping in action in this video:

Foil can be applied to the even surface of the paper, or it can be combined with other processes like embossing, where a die raises your design off the paper for a dimensional look.

Using Foil for your Business

Green folder with gold foil imprint
This presentation folder was printed with a gold foil.

Foil stamping has a wide range of applications and can be used for just about any project. Some popular uses include:

  • Business Cards: A business card is often a potential customer’s first point of contact with your business. Adding foil to your design will really wow a recipient.
  • Stationery: Create an eye catching and memorable look for your stationery and envelopes by printing them with foils.
  • Presentation Folders: Whether you’re hosting an event or want to organize your marketing materials into one package, presentation folders are an effective solution. And, they look especially striking when printed with metallic foils.
  • Promotional Materials & Packaging: A touch of foil on a booklet, brochure, gift bag, or custom box adds excitement to your products and offerings.
  • Invitations: Wedding and event invitations are one of the most popular places to use foils. Make your occasion even more special by printing an unforgettable invitation with foil stamping.

What’s the impact and benefit of adding foil stamping, embossing, or engraving to your printed image pieces? You’ll instantly make a remarkable and memorable impression. Hand someone a document with any of these finishes and then watch their hands and fingers sweep over the surface, like someone reading braille. This makes your effort “more” than just print. Your print is now making a physical and emotional connection. The power of print.

At Paw Print, we offer foil stamped, engraved, embossed and debossed products. Stop in today to explore our samples and foil choices, and see how foil stamping can help your brand make a positive and powerful impression.

Subscribe to our email list so you never miss a post from Paw Print!

 

Subtle and Effective: Printing with Emboss or Deboss

Embossing with gold foil reading Golden Blacksmith
Embossing gives your printing a unique look and feel. Ribbon vector created by Freepik.

When you think about printing you may be thinking of a printed sheet as a flat, 2D product. But in fact, what makes print such a compelling and effective medium is its physicality. Holding a printed item in your hand, whether it’s a brochure, postcard, or envelope, is shown to increase marketing success. Print boasts a 70% higher recall over digital, is trusted 34% more than digital, and is easier to process—92% of individuals ages 18-23 find it easier to concentrate on and process printed content.

Print has power. And when you’re able to get your printing in front of potential lead, you’ve got to make it count. You can make your printing more powerful by using artistic techniques like embossing and debossing.

What is Emboss?

Red folder decorated with embossing reading Cathedral Square Corporation in white
This folder was decorated using both a blind emboss (background image) and a one color emboss (text).

Embossing produces a raised, 3D effect on the printed item. It is visible on both sides of the piece: as a raised surface on the front, and an indention on the back side. Two dies, or metal plates, are used, one for the front and one for the back. The paper is sandwiched between the plates at high pressure to create the emboss.

You can use what is called a “blind emboss” where the raised surface is the same color as the paper. Or, you can apply ink or foils to make the emboss really pop.

What is Deboss?

Consider debossing as the opposite of embossing. Rather than creating a raised surface, debossing uses a die to imprint your logo or image into the surface material, giving an indented or depressed look. As with embossing, the debossed area can be filled with ink or foil, though a blind deboss is also a common choice.

debossed journal reading Behind the Barrel, Wild Turkey
Debossing is able to capture your artwork in fine detail.

While both embossing and debossing have been a part of the print industry for many years, you won’t see this method decorating just any product. Adding an emboss or deboss to your printing can give your items something extra, that’s sure to get noticed.

When you hand someone a business card that’s embossed or debossed, it’s guaranteed that they’ll pause and feel the textures, creating an instant “wow” impression. The same is true when receiving a letter on letterhead that’s embossed/debossed. If you want to make an impression, this method will do it!

Subtlety of Debossing with Promo

brown leather journal with white stitching and debossed artwork
Leather and faux leather materials are ideal surfaces for debossing.

Another area in which debossing has found popularity is with promotional products. Debossing looks impressive on paper. And it’s especially striking on items made of leather, faux leather, or vinyl. Journals, portfolios, and luggage tags are popular items on today’s promotional products market. Imprinting these products with a deboss rather than a screen print will create a very different look.

When deciding how to brand promo products, a common question is, how much branding? It’s always important when marketing with promo to know who your audience is and how they will be using your items. What you choose to imprint and how you do so are big pieces of that decision.

Often, branding is most effective when it is subtle. A potential customer may not want to use a journal with your logo imprinted in bold colors across the front. If they are just starting to work with your company, they probably aren’t ready for that level of brand engagement.

This is where a deboss can be the perfect solution. Blind debossing can create a more sophisticated look without being flashy. A smaller, debossed logo may be more impressive to a potential client than a large printed one. And, if they are more excited about the item, they’re more likely to start using it.

At Paw Print, we offer embossed, debossed, engraved, and foil stamped products. Stop in today to explore our samples and see how embossing and debossing can be excellent choices for your brand.

Subscribe to our email list so you never miss a post from Paw Print!

Finding Graphic “Arts” Again with Engraving

sample engraving, the beauty of engraving

It’s no secret that digital printing revolutionized the print industry. It has allowed commercial printers to print more, faster, while maintaining quality and consistency across a print job.

And those are all good things. However, the beauty of printing lies in its versatility. While sometimes a short turnaround time is needed, there are occasions when producing a piece using more traditional and artistic techniques is better suited for your brand or message. These so called “old school” processes aren’t as commonly seen these days, but the impression they leave is one of quality, craftsmanship, and class.

Engraving

One such technique is engraving, a printing process that’s been around since the mid-15th century. In fact, there is evidence of humans etching on shells as far back as 500,000 years ago. Engraving has a long history. It’s a time honored tradition that creates not just a finished product, but a piece of art.

To engrave, copper or zinc plates are first etched by hand or by machine. The etched plates are then coated with ink and passed through a printing press under high pressure. This gives the piece a raised look and unique, textured feel.

Watch the process in action in this video:

The Beauty of Engraving by I DO Films from Beauty of Engraving on Vimeo.

As you can see, this is a hands-on process involving many steps. And it’s worth the extra effort. Engraving catches fine details that may be lost during digital printing, creating a finished piece with a look and feel that stands out from the crowd. Want to make a good first impression with your stationery? Engraving will hit the mark.

Like what you see? At Paw Print, we offer engraved, embossed, debossed, and foil stamped products. Stop in today to explore our samples and see how engraving can be an excellent choice for your brand.

Subscribe to our email list so you never miss a post from Paw Print!

 

 

Choose the Right Paper for Your Brand

samples of textured stock in a variety of colors
A selection of color choices for textured stock.

What does “printing” mean to you? The first thought that may come to mind is sending a document to a home or office printer and receiving a print-out on white 8.5″ x 11″ paper.

But this doesn’t even begin to scratch the surface of the capabilities of print. Standard printer paper works great for everyday documents. But when it comes to marketing your business, it’s important to consider the qualities of the paper you’ll be using, including:

  • Color
  • Coating
  • Texture
  • Weight

Not all paper is created equal, and different stocks have different roles to play. When it comes to paper, consider: what impression are you looking to create? Also, who is your audience? What message are you communicating? The paper you choose can influence the perception of your business, as well as the look and feel of your finished pieces. Even if a piece looks nice on a certain stock, if that stock isn’t aligned with your brand, you may not make the right impact.

The added dimension of paper is what makes print differ so much from digital. When you create something digitally, it generally appears the same across all platforms. But with print, your artwork can have a vastly different look depending on which stock it is printed on. That’s why it’s so important to take the time to consider which paper you’ll use: you don’t want to spend time creating a winning design but print it on mismatched paper.

Which Stocks?

At Paw Print, our clients generally choose stocks from these 3 categories:

Coated

Coated stocks have a smooth finish and a shine to them. They are ideal for image-focused print jobs, like brochures, posters, postcards or booklet covers. If you plan to include large photographs that you want to pop and impress your audience, a coated stock is the right choice.

The coating can be composed of a variety of compounds, but it essentially works as a sealant to the paper. Since the stock is less porous, inks will stay close to the surface of the page rather than being absorbed, referred to as ink holdout. This provides you with greater color contrast, vibrancy, and sharpness.

Glossy stocks can have a glare, but there are varying levels of brightness to choose from. If you want the look and feel of coated stock without a heavy shine, you can go with a duller coating.

boys and girls club annual report cover with young girl smiling in front of purple background
A recent job we printed on coated stock for the Boys & Girls Club of Burlington. Note the shine and vibrancy of the colors.

When considering a glossy stock, it’s important to think about the end use of your print job. Coated stocks are not a good choice if you want to be able to write on the product. You can use stocks that are coated on one side (C1S) but not on the other. This works well for greeting cards—your artwork will stand out on the front, and you’ll still be able to write on the inside.

The coating gives the paper more weight, so it will feel heavier and of higher quality than an uncoated stock. Though coated stocks can be more expensive than uncoated, they give an upgraded look to your print job. Coated stocks are usually white.

Uncoated

Uncoated stocks have a smooth, soft finish, but without the shine, giving you a more matte look. Since it has not been coated, the paper is more porous. It will absorb the inks differently than a coated stock.

This style has a wider range of applications than the coated stock. We use uncoated paper for business cards, envelopes, stationery, letterhead, and more. Uncoated stocks are ideal if you’re planning to write on the finished piece.

And, while coated stocks are generally white, uncoated paper comes in a variety of colors. Even within a neutral palette, you can go from stark white to more ivory and natural colors. Just a touch of color in the stock can help elevate the impression your piece will make.

Textured Paper

a sampling of Classic style textured paper stock
A sampling of different texture options available in uncoated stock.

While both coated and uncoated stocks have a tactile element to them, textured stocks bring a new dimension to paper choices. You can print on stocks with a linen or felt texture, or with the look and feel of a wood grain. Depending on which texture you choose, the paper can feel softer or rougher and more substantial.

Textured stocks work well for embossing and debossing and will pop when printed with metallic inks.  If you’re looking to wow potential customers with a promotional piece, textured stocks will certainly make an impression.

artistic rendering of a playing card in white and silver ink printed on a blue paper stock
An embossed design coated with metallic ink and printed on a textured stock.

What Does Paper “Weight” Mean?

When you talk about paper in a general sense, you may say “I want a thicker paper.” In the printing world, we refer to paper in terms of its weight. The basis weight of paper is measured by the ream, in pounds per 500 uncut sheets of the stock. If we’re talking about 70 lb. text, it means that 500 sheets of that paper weighs 70 lbs. If we go up to a 120 lb. text, it means 500 sheets of that paper weighs 120 lbs. Thus it is a heavier, thicker paper than the 70 lb.

Another way to refer to different stock weights is by “text” and “cover.” Text stock is like the pages of a book, while cover stocks are heavier, like cardstock. An 80 lb. text stock is lighter than an 80 lb. cover. Cover stocks are best for covers of booklets, business cards, letterhead, brochures, etc., while text stock is best for inside pages of books or notepads.

If this all seems confusing, it can be—you’re not alone. At Paw Print, we know paper, and we’re here to answer all your stock questions. If you’re ready for a new print job but don’t know where to start, stop in and explore our stock sample library, while we guide you through the options.

Subscribe to our email list so you never miss a post from Paw Print!

Color Trends: The History of Pantone

smoky purple background with white text color of the year 2018 pantone ultra violet

Provocative. Thoughtful. Forward thinking. What do these words mean to you? They’ve been used to describe the 2018 Pantone Color of the Year: Ultra Violet.

Whether or not you’re a fan of the shade, Ultra Violet has been chosen as the most fitting color for the year ahead. We’ll likely be seeing it everywhere. But what is Pantone, and how does a color become the Color of the Year?

The Power of Color

When you think about a brand, what is the first thing that comes to mind? For many consumers, it’s color. We tend to make judgments about products within 90 seconds of first seeing them. And, up to 90 percent of our decision is based on color alone.white head with colorful arrows pointing outwards

Color is an essential piece of branding. To ensure a color is associated with your brand, you need to be consistent with it. This means that for uniformity, the exact shade must be used across marketing. The same shade of green for every Starbucks sign, the same red for each Coke bottle, and the same yellow for each imprint of McDonald’s’ golden arches. A color can even be trademarked if it is determined to be a critical distinguishing element of your brand.

The easiest way for printers to ensure color consistency is by using a color matching system. Such systems assign a unique number to each shade, tint, and hue. There are many variations of “light blue.” But with a color matching system like Pantone, any printer anywhere can recreate the exact shade of blue you’re looking for just by knowing its numerical ID.pantone color wheel

Pantone isn’t the only system of its kind, but it is the most well-known. In the 1960s Pantone was a printing company that produced, among other things, color charts for different industries. But at that time, colors were printed based on color name, which led to reprints and inefficiency. Pantone employee Lawrence Herbert bought the company and released the first Pantone Matching System (PMS) guide in 1963, to reduce variability in color printing.

At Paw Print, we use Pantone regularly to ensure the color side of printing  goes as smooth as possible. Knowing the PMS color of your logo makes it easy for us to guarantee color consistency across all your print materials. With over 1,800 colors defined for printing by Pantone, we’re sure to find the right shade for your brand.

Pantone Puts Color on Trend

Over the years, Pantone has expanded its market to provide color standards for other industries as well, including interior design and fashion. Because of this, Pantone is more tuned-in than ever to the color trends that consumers are looking for—and they’re setting trends themselves.

In 2000, they launched their first Color of the Year, a Cerulean blue. Cerulean was associated with optimism. This reflected the cultural pulse and current events of that time as we prepared to enter a new century.

With each color since, Pantone has followed the same process: paying attention to world events and gauging current emotional and cultural trends. Every December, they release their chosen color for the following year. The color is especially important to designers. It sets trends for apparel, home décor, and other consumer products that will be followed throughout the year to come.four mugs printed with pantone colors

In addition to releasing the color, Pantone produces licensed products like mugs and suitcases, which are popular with a broad market. Earlier this year, they released “Love Symbol #2,” a purple shade created to honor music icon Prince. They’ve also worked with Sephora to develop makeup palates focused on the Color of the Year, showing how important color is for personal as well as corporate branding.

What do you think of Ultra Violet? How would you use this color? Let us know!

Subscribe to our email list so you never miss a post from Paw Print!

8 Steps to an Effective Business Card

woman pointing at business card
Logo psd created by Freepik

These days, we can pretty much find anything we’re looking for on the internet. We shop, research, and connect with others in the digital realm. And it’s where most marketers are being coached to put their resources.

It’s true that digital is here to stay, and it’s opened up a world of possibilities for marketers. However, print still holds a place of prominence in the marketing world. Print has a 70% higher recall than digital, and about 80% of direct mail is opened. With fewer marketers investing in print, it represents an opportunity to give your marketing strategy a unique touch.

A lot of different items go through our doors at Paw Print, but our most popular item consistently continues to be business cards. Often a business card is one of the first things a customer or potential client will receive from you. A well-designed business card can go a long way towards creating a favorable impression of your business, as well as generating engaging conversations between you and your customers.

Why Should You Print Business Cards?

The traditional function of a business card is to provide customers and professional colleagues with contact information, like your phone number, address, and website. While business cards today tend to offer variations of this content, the truth is that this information is easy to find on the web. Having it in a physical form is helpful, but is not as essential as it was in the past.

businessman smiling and holding out business card
Logo psd created by Freepik

The key role of a business card today is to make an impression. Your card needs to say something about your brand that goes beyond how to contact you. To be the most effective, you need a card that recipients will want to hang on to, so that you will stay top of mind and clients will keep coming back to you for their needs.

Business Card Design Tips

1) Aligned with Your Branding

floral printed business cards on pink background
Logo psd created by Freepik

Consumers today access content from numerous sources, and they expect to be able to move across platforms seamlessly. This includes print, and it means that all of your marketing platforms should consistently utilize the same visual design elements, like color, layout, font, and images.  You will want your business cards to contain these same elements because your card is a reflection of your brand. If your card doesn’t accurately reflect who your company is and what customers can expect from you, it will lead to confusion.

2) Focus on Quality

One of the benefits of print is that there are many paper stocks to choose from. This leads to a wide range of variations in the color, thickness, and feel of paper. It’s important to remember that your business card functions to create a favorable impression of your business, so don’t skimp on quality. A heavier stock has a superior feel and speaks confidence and quality. Your customers will be able to tell and feel the difference.

3) Ensure Readability

It’s important to remember that digital files look different than a final printed product will. Just because you can read something when it’s blown up on a computer screen does not mean it will be as easy to read when printed. Make sure your text is both large enough to read and clear, so that it is not obscured by complicated font or design elements.

4) Talk to Your Printer

Sometimes text or borders can get cut off if they aren’t far enough from the edge of the card. Ask your printer where to place information so it won’t be lost when printed and trimmed.

5) Don’t Forget the Back!

Many business cards are only printed on one side, leaving an empty side you could be using to make more of an impression. While you don’t want both sides to be the same, you can use the back of the card to include another design element or more details about your services. It gives the impression that you offer a well-rounded product or service.

6) Get Creative & Design for Impact

A business card doesn’t have to be a flat, simple rectangle. Printing options today allow for many variations on texture and shape. You could do a deboss on a card to achieve a 3D effect, or use cutouts for a creative touch. Other “wow” enhancements include engraving, foil stamping, thermography (raised ink), die cut shapes, and spot coatings.

7) Simplicity, Simplicity, Simplicity

hand holding black business card with simple white and yellow design
Logo psd created by Freepik

Consider the bare essentials that you must include on your card. If you really want to drive traffic to digital resources, for instance, don’t include a physical address on the card. Trying to cram too much information and too many design elements onto a small card could make it memorable for the wrong reasons. Simplicity portrays professionalism and the sense that you make things easy for your customers.

8) Convey an Emotion

A big piece of the marketing pie is that people buy on emotion. Consider what emotion you want recipients of your card to experience. This requires a bit more thought, as you have to know who your clients are and what solution or sense of fulfillment they are looking for from your business. How can you portray what you will offer your clients? Try to capture the enthusiasm you have for your business in the card you hand out.

Print has stuck around because of its tactile power. Being able to hold something in your hands improves recall and sends a more personal message than a digital communication. If you’d like to add business cards to your marketing strategy, or feel your current card needs some love, contact Paw Print & Mail today to start the discussion.

Subscribe to our email list so you never miss a post from Paw Print!