Sunday, May 18, 1997

Livening up the business card

By DOUG WILLIAMSON / Abilene Reporter-News

Charlie Dromgoole, president of the Abilene Chamber of Commerce, probably sees as many business cards as anyone around here.

"Most of these are pretty boring," he said, as he looked through a desk drawer full of cards he's received in recent months. "It's amazing, these are pretty much boring."

Business cards must create an impression and provide the needed information, said Jack Merck of Minuteman Press in Abilene.

"Business cards are the most overlooked, underexposed business devices on the planet," said Avery Pitzak, president of the 720-member American Business Card Club. "Most aren't worth the paper they're printed on."

"The only real reason for a business card is to bring in business," Pitzak says.

Plain white with black raised type or rainbow colors, business cards take on a variety of looks, trying to hook you into keeping them and using them.

Is it a professional image you are trying to convey, or is it something that is truly unforgettable?

"There are no rules" for the perfect business card, insists Pitzak, whose organization is based in Aurora, Colo.

"The business card must provide the basic information graphically and the stuff that truly represents the buy's business. It has to be tied to what he is doing," Merck said.

Dromgoole said he is seeing more and more information on the cards.

"I'm getting cards with people's life history on them, it seems," Dromgoole said. "They've got e-mail addresses, fax numbers, home phone numbers, office phone numbers and mobile phone numbers."

Merck said it doesn't have to be complicated.

"The graphic design of a card should not turn a person off with shabby or shoddy work. You should not use flimsy paper. I've seen a lot of gaudy business cards," Merck said. "A business card should have the person's name, the company's name, address and phone numbers."

"Over the years, the biggest change has been in the area of graphic design and people with their own computers. Thanks to the graphic designers, more and more people like the embossing and foil looks. People with their own computers are coming up with their own designs, also," said Ivan Dimrock of AAA Printing.

The fancier the card, the more it costs.

"I am amazed that some are people willing to spend what they are for photos, multiple colors and marble stock. That's great, and they really do look nice."

Pitzak, who has been collecting for 45 years, said few people go far enough with their business cards. His card "changes from second to second as the recipient looks at it," although he won't disclose how.

<I>(This story includes information from the Orange County Register.)<I>