Date posted: March 16, 2008

Business Card Design: A Conceptual Approach

I just rediscovered this amazing collection of business cards. Turns out I had already bookmarked it some two years ago, but had completely forgotten about it. I’m currently working on the design of my own new business card and was looking around to see what is already out there. A lot.

Browsing through these 700 or so business cards reminded me of some thoughts about a conceptual approach to design I once had, but never published. It was loosely based on the concept of virtualization coined by Pierre Levy in his book Qu’est-ce que le Virtuel? (1995), [transl. Becoming Virtual: Reality in the Digital Age, 1998].

The idea is that every object or event is a specific instance of a hierarchy of more general classes that can be visualized as an inverted cone. Or in the words of Pierre Levy, the Actual is a particular solution to a problem here and now, the Virtual an undetermined node or realm of forces, tendencies and constraints. The process of actualization consists in resolving a problem, whereas the process of virtualization consists in finding the problem, which the particular solution at hand resolves. Both processes require a form of creativity. Anything can be seen as a solution to a problem. If we move up one level to the problem it solves, we may be able to think of different solutions.

Another way of putting this is that every element or component can be thought of as a variable. Novel forms emerge when someone turns what is usually kept constant into a variable. PC’s used to be dull boxes until Apple introduced the iMac. Bumpers used to be add-ons to a car until the designers of the Ford Ka included it into the design process.

I compiled this non-exhaustive list of the design variables of a business card:

Size. The size of business cards varies, but the most common sizes are 3.5 x 2 inch (89 x 51 mm) in the US and the ISO 7810 credit card size 3.370 x 2.125 inch (85.60 x 53.98 mm). The fact that business cards will have to fit in business card cases, holders and boxes, limits variation in size, but by adding one or several folds the size of the card can be increased or decreased.

Shape. Standard business cards are rectangular, as dictated by the size. The same constraints that limit the size also put a constraint on shape. But it is possible to round all or some corners, to have ragged edges etc. If we change the size and add a fold the number of shape options also increases.

Material. Business cards are usually printed on 350g/m2 paper, but other materials can do as well, from metal to wood and from cotton and leather to silk or plastic.

Sides. Business cards have two sides, both of which can be used for print. One side can be used for contact details, the other for a photo, statement etc. But there are other possibilities. For example the address can be printed on one side and continue on the other. Changing size and shape and adding a fold adds further options.

Background. The background of the card can be plain white, fully or partly coloured, textured, printed etc.

Content. The actual content of the business card can be kept to an absolute minimum, a logo and a telephone number or just an email address, but it can also include statements, irrelevant characters, certificates, academic titles etc.

Text direction. The text can be left aligned, randomly dispersed over one or both sides of the card etc.

Font, font size, typeface. The font can be the same for all text, different for each character and everything in-between.

Print. The text can be printed with ink, but it can also be cut out, etched in, stamped on etc. It can be printed with a printer or typewriter or hand-written, caligraphed etc.

Visibility and legibility. The content can be fully visible or wholly or pratly occluded. The text can be fully legibible or partly erased, scratched through etc.

Layers. A typical business card consists of one piece, but it can also be made out of multiple layers.

Unity. The typical business card is usually a self-contained unity, but it can also be part of a bigger whole or of a series. The back of the cards of each firm member can form a photo, a story etc.

Of course the business card itself can also be seen as a solution to the problem of handing someone your contact details. The design can be seen as a way of making an impression, standing out from other business cards, expressing one’s identity etc.