New Jersey Entrepreneur

The business card is often considered the first piece of advertising. Each and every time it is passed to a prospective customer it projects the image of the company and will serve as a reminder of the company?s products and services. As a result, the new business owner must make the decision between the time investment of designing and printing their promotional material themselves or optimizing their time by using the services of businesses that provide the expertise to achieve a quality image.

KEY POINTS

In the design and printing of business cards and stationery, there are four key elements that affect the look and cost: Paper, Font, Logo and Colors.

Paper and Font Selection do not materially affect the cost of business cards and stationery, and  when well chosen can significantly enhance the finished image.

Colors and/or the use of a logo may result in higher costs, depending upon the number of colors, if stock or special PMS inks are used, or any special set ups are needed for the logo. Stock colors do not require an up charge unlike PMS colors which are colors specifically mixed at the time of each print job and require a special clean up of the press after printing. A printer will offer about 20 to 30 stock colors to choose from, while PMS colors number in the hundreds.

When a designer is creating a complete business identity, uniformity among printed marketing materials and the company?s web site may be important. In this instance, designers are more likely to use PMS colors to create the best image possible and in terms of the overall budget this may not be a high cost. Ordering business cards and stationery at the same time keeps the PMS charge to a one time flat rate; thereby saving money.

There is also an option between raised or flat printing and any up charge will depend upon the presses used by the printer. And finally, the logo may contribute to higher costs in the event any of the artwork bleeds to the edge of the business card or stationery, requiring a special die cut, or if the logo requires special or multiple colors. This is good to know when doing a self design of cards and stationery.

Digital Media

File Transfer via EPS files allows the printer to create their printing plates for each color to be printed without any corrections or changes. Files such as JPEG or TIF which are associated with web design can also be used, but have some limitations during transfer. It is recommended that the designer create the artwork as EPS, JPEG, TIF and PDF files which will give the greatest flexibility for future needs. Transfer on a CD is preferred over a floppy which will not create any distortions in resolution.

Note: PDF files are primarily used to allow universal viewing regardless of the original software, but they can not be used in print production since they do not allow for color separations.

Payment and Signoff

Most printers will require about a 50% deposit at the time of the order to cover all of the costs associated with preproduction. Included is the creation of a proof which will show exactly how the artwork will be printed---prior to the actual printing. This is the customer?s last chance to check for any errors which may be as subtle as the wrong zip code or a misspelling. Most printers have the capability to send a proof via a hyperlink, an email with a PDF file or a fax, so approval of the proof no longer requires a special trip.

Stationery & Business Cards: Design and Production Alternatives

In the event that the type of business venture requires a small budget for cards and stationary or there is not yet a firm commitment to a design budget, one alternative is stock designs offered by printers or in mail order catalogs. Most printers will offer a base package of a standard design on white card stock printed with stock colors, and for a very economical price. These cards may be enhanced for a reasonable up charge through the addition of a simple stock logo or upgrade to better paper. The stock card is also a fast alternative while awaiting the design and production of designed cards and stationary.

Another alternative, software purchased at local office supply stores, enables the new business person to design business cards and stationary which can be printed on home printers. These programs offer good designs, however, many people miscalculate the true costs associated with this method, especially when on going quantities are needed that consume time, paper and printing inks. Most important, show the self designed and home printed card & stationary to associates who will provide feedback to insure that a professional look has been achieved.