This week in between client work I've been refreshing my own business card designs and I've found once again that any marketing projects you take on for yourself are some of the hardest projects to complete and be happy with.
One of the most important elements of design is focusing upon what and who you're designing for and the intended goal. These cards are obviously intended for potential clients so I wanted them to stand out while still being accessible and useable as a means of exchanging contact details whilst showcasing a small glimpse of my design approach. They also needed to be direct in their approach and message of what I do and how to reach me.
A number of design choices developed along the way that although seemingly minor to begin with, had quite a drastic effect on the change in direction from my original concept. I started with the idea of keeping things very minimal on the front of the card, with bright colours on the reverse. Using an almost quilted like colour gradient on the reverse with the basic branding logo offset to the one side to stand out and on the front just feature the logo and the website.
But after giving the design some space and time to develop I decided to follow a different direction as the minimal style just felt too bare bones and unfinished.
I wanted to convey my brand identity front and centre with no other text or visual distractions so a white background and a bold, black standout logo was chosen.
I also wanted to use some of the design styles that I'd loved discovering through my travels on the American road trip last year. So I chose a strong font and design direction that would take inspiration from the old letterpress printing style for the reverse of the cards.
Keeping the contact details subtle amongst the bold 'Hello' was key as I wanted the design to grab peoples attention first then as they look further they'd notice the email address, website and phone number all featuring in the design.
Finally there were the paper stock and finishes to consider. I wanted something tactile and nice to touch yet durable so I decided upon a combination of a silk finish with a spot UV over the front of the cards black logo. I'd usually choose the square option for the cards edges but as this is only a small initial run I wanted to try the softer round edges. They should work well with the tactile feel of the cards and give them some extra durability as the edges are less likely to get creased compared to the sharp square edges. I'm sure the next batch will feature a few more design tweaks to keep them fresh feeling, but for now I'm happy with how they turned out.