Have you ever been handed a business card and turned your nose up at the design, or sighed because you can’t read the contact details? It turns out, you’re not alone! In a recent study by printing company instantprint, of the 2,000 UK adults surveyed more than a third stated they’d have a negative perception of a company if the quality and design of their business card was poor. So, how did instantprint reach this conclusion and what can businesses do to ensure they’re hitting the right notes with their customers?
First things first
To set up this rigorous testing, instantprint worked with specialist equipment from GazePoint to help them get the most accurate results. Those involved were tested on their initial reactions, eye movement and heart rate, to see which designs they were most attracted to.
With the eye-tracking camera, heart rate monitor and biometrics dial all hooked up to a PC, they tested seven business card design variations for 10 different industries (so 70 cards in total).
The results showed that there was a range of different elements that people responded well to. But, what about if we dig a little deeper?
Which industry do you need to be most careful in?
If you’re not nailing down those potential clients once they’ve had your business card, you might need to think twice before designing your next batch. As you can imagine, if you’re in the design industry, potential clients are 60.7% more likely to have a negative perception of your brand based on your business card artwork! So, if your main job is to design and produce creative work for your customers, make sure you take the time to get your own business cards right.
The second highest industry that needs to make sure their branding is on point is those who fall under the “business” category. This is because professionalism and brand perception is key! Why would a potential client want to strike up a deal with you if your business card design is poor, or they can’t read the contact details?
Out of all the people surveyed, one of the most standout results is that more than a third (40%) had a negative perception of a business or company because of the quality and design of their business card alone! Is it time to rethink your branding?
Think before you design
It’s safe to say that before you jump into any old design, you need to think carefully about your target audience and overall look and feel for your business cards. The extensive research by instantprint is sure to help many companies hit the right note with their potential customers.