As “they” like to say, you can never get a second chance at a first impression. Business cards, and their various relatives, have long been a means of providing that first impression. They are one way of introducing yourself to another party. They’re also a handy way to exchange contact information, a tangible reminder of a meeting, and an expression of personal or professional branding.
Visiting/Calling Cards — The First Iteration of Introductory Cards
Visiting cards may have roots as far back as 15th Century China. They were popularized in 17th Century France. Aristocracy would use visiting cards to announce their arrival when visiting with other aristocrats. In most cases, visiting cards were made from simple paper or wood, written in calligraphy, and adorned with coats of arms or gold engravings. They were similar in size to a playing card.
From France’s visiting card sprung Britain’s calling card. To the Victorian elite, calling cards were a sort of social accessory. One side of a calling card showed the caller’s name or a design. The other side was often blank so that the caller might write a message to the person they were calling upon. Calling cards had a lot of social rules around them. One might collect their calling cards on a tray by their front door. If guests were found flipping through these cards, that was considered rude. The collected cards could serve as a sort of record of who had visited and a reminder for those whose visit required a return visit.
Trade Cards — A Professional’s Visiting Card
An ad for a lithographic printer.
Around the same time as visiting/calling cards were taking off, London also saw the surge of trade cards. At this point in history, addresses were not yet established. Businesses would print small, hand drawn maps to lead customers to their storefront. They’d often include other promotional materials on the opposite side of the card. By the 1830s, lithography had developed enough that these cards could be filled with intricate designs and develop as a sort of art form all their own.
Unlike calling cards, which were typically delivered to or by servants, trade cards were handed out en masse. Representatives could often be found standing in town squares, distributing these cards as a way of attracting more business.
The Industrial Revolution — The Birth of the Business Card
While industry was booming in both the U.K. and the U.S., entrepreneurs needed a way to exchange business information. The idea of the visiting card and the trade card merged together to create what would become the modern business card. Early versions of business cards were printed on heavy, plain paper and used simple, clear lettering. There wasn’t much in the way of imagery or branding on the earliest versions.
While business cards saw great success in the United States, members of the British upper class did not look kindly upon them. Were one to use a business card in place of a calling card, the receiver might assume they were coming to collect a bill. They might also interpret it as a major social faux pas.
Here’s an example of a French business card from 1888.
Here’s an example of a U.S. business card from the 1930s.
Cultural Differences — How Japan Exchanges Business Cards
While the exchange of business cards is seen as a fairly innocuous thing in the west, other cultures have other traditions. In Japan, for example, exchanging business cards is somewhat formal and ritualistic. The giver must hand the business card face up, holding onto the top two corners. The receiver will then accept it by taking the bottom two corners in both hands and reading the card. They thank the giver and bow. If the exchange occurs between two people of differing ranks (like a company CEO and a middle manager), the person of lower rank will offer theirs underneath the person of high rank’s card.
Folding a card you’ve received, placing it in your back pocket, or writing on it are all seen as disrespectful and possibly even insulting. Placing your fingers over the name or information on the card is also considered disrespectful. Cards should be carried in a case to keep them in good condition. If the card is warm (because it was in your pocket without a case), or if it’s worn (also not kept in a case), the receiver might view you as thoughtless or, again, disrespectful.
Business Cards Today
Business cards are still a popular means of exchanging information or making an introduction. Most business cards contain:
- Your name
- Your role or title
- Your phone number
- Your e-mail address
- Your business’s physical address
- A company logo or other branding
- A fax number
- A company website
While various decades have seen various design trends, most business cards in the U.S. and Canada are 3.5” by 2”, and most are made out of thicker paper. Some businesses opt for custom shapes (like a circle or square), or custom materials (like plastic or thin pieces of metal) to stand out from competitors. You might see decorative business cards, minimalist business cards, and everything in between.
Want to design a business card?
If you need help with designing a card for your business, Bold River Marketing is here. We’d be happy to help you find the best layout for your business. We can even set you up with a logo and a brand if you don’t have that yet. Contact us to get started!
Images sourced from the U.S. Library of Congress.