Make an impression with business cards
Web services make it easy to customize this key networking tool with a variety of fonts, colors, and papers
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A wallet-sized rectangle paper with a name and title, once used to announce a visitor among a certain social class, has served for centuries as a useful tool for introducing and identifying people.
Though one can now transmit such contact information through cellphones, e-mail, or Internet social sites, the classic paper business card has remained the most common and simple method of self-advertisement. They are also easy to order online, making it possible for the self-employed, the retiree, or even stay-at-home parent to sport a slick card.
The Globe tested versions of paper business cards made by four brand-name companies: Staples, Papyrus, Paper Source, and Crane & Co., which all offer online design services that allow the user to customize cards from their home computer.
We found quite divergent styles and options, ranging from the anything-goes Staples to the conservative stateliness of Crane & Co. The prices, meanwhile, varied widely from less than 13 cents per card with an order of 100 from Staples to $1.40 per card with Paper Source.
Such variation represents the range of who buys business cards, the purpose of them, and what needs to be communicated. Need to show off your professionalism? Or need a quick hit passed out to many?
"A business card is a huge reflection of who you are," said Dan Schawbel, a 25-year-old personal branding specialist.
The cards reinforce a first impression made in-person, and Schawbel recommends that everyone, even college students, consider having at least one. He has two, one for his day job and the other for his side career as the personal branding specialist and blogger of personalbrandingblog.wordpress.com.
But what to include? Some people need only a name and Web address on their cards, he said. Real estate agents and those in sales may want photographs of themselves, but a photo may be inappropriate for other professions.
Those attending trade shows or conventions may want a card to stand out with color or unique paper. Or they may want a cheaper card, so they can hand them out to anyone and everyone without worrying about the cost.
Also, consider the audience. Jack Mohan, chief executive and owner of the headhunter firm Management Recruiters-The Boston Group, said his company swapped a red color theme for orange as they tried to reach a more international audience with their network of 1,100 teams worldwide. Red works in the United States as a patriotic color, he said, but can have different cultural, even political, connotations overseas.
Those shopping for business cards also have lots of details to consider: paper weight and color, font, ink, designs, and style of printing - raised "thermography" letters, indented "letterpress," or even engraved wording?
The online services offer convenience but generally give fewer options than ordering cards directly in a store. Crane & Co., for example, offered set templates online with no ability to modify font style for a given card.
Staples won out as the most flexible online service and the least expensive. But we chose Papyrus as our favorite for offering lots of design options on a thicker, more professional card. Those come at a price, but as with all the companies we tested, the more cards ordered, the cheaper each individual card becomes.
PAPYRUS
Price: $64 for 25 cards but you get a better deal with more cards, such as $83 for 100.
Cost per card: 83 cents before shipping and taxes if 100 cards are ordered.
Pros: Offers lots of options, with 10 fonts, 10 different ink colors that include three types of blue (French, harbor, and navy). They also sent eight free cards they mistakenly printed during production.
Cons: The online proof of the card looked like it wasn't centered properly, but the final product looked fine.
STAPLES
Price: As little as $3.99 per 100 cards, but choosing the heaviest matte paper brings the cost to $12.99 for 100.
Cost per card: About 13 cents per card before shipping fees and taxes.
Pros: Cheap, fast, and easy, with a built-in spellcheck function. The online card builder features tons of images and designs to choose from, ranging from toothy smiles to American flags and "hot and zesty" logos. Also allows users with the Internet Explorer Web browser to upload their own logos or images.
Cons: It doesn't offer many traditional offerings or the sturdiest cards, so opt for the heaviest weight paper available. But even the heaviest paper had somewhat rough edges. Also, note that some of the online options may give Mac computer users problems.
The final word: As the cheapest option by far, Staples offers a good option for someone who hands out lots of cards and needs more creative or brightly colored business cards. But the flimsy cards don't look as polished.
CRANE & CO.
Price: $87 for 100 cards.
Cost per card: 87 cents per card before shipping fees and taxes.
Pros: Conservative classiness with quality paper.
Cons: Crane & Co. doesn't provide much creativity with their online service, offering just a few set designs. Stores that carry their products offer a broader range, said spokesman Peter Hopkins. Online you can't tell the difference between "parchmont" or "ecruwhite kid finish," but frankly either is a safe bet since this is the company entrusted to make the paper for US currency for nearly 200 years.
The final word: The staid options turn out beautifully, making Crane & Co. a good choice for someone looking for a classic business card, without frills or distractions.
PAPER SOURCEPrice: $130 for 50 cards, but you get a better deal when ordering more cards, with 100 for $140.
Cost per card: $1.40 each when 100 cards are ordered.
Pros: The Illinois-based company offers suggestions for color combinations, 15 different paper colors, and lots of different fonts producing a beautiful "letterpress" indented printing on thick weight cardstock. They also offered a kid-glove customer service that appears to involve actual humans.
Cons: The price! They cost significantly more per card than the other brands. They also took much longer than the other services, taking at least seven business days to make the cards after the customer approves and faxes back a proof of the design. Then tack on extra time for shipping. Paper Source spokeswoman Carolyn Agnew explains the letterpress technique is "still done by hand and produced by high-quality craftsmen." While the labor intensive "letterpress" style is the only option for business cards ordered online, she said, other options are available in their stores.
The final word: A lot more time, money, and effort than most people need for a card they plan to pass around like candy. Save this company's online service for those once-in-a-lifetime wedding invitations.
