White cards predominated in the lot examined, and this suggests that it is in good taste for the printer to use white stock on most of the business cards that he is called on to print.
EXAMPLE 336
The probable result of an attempt to standardize the contents and arrangement of a business card
EXAMPLE 337
Dignified treatment for the card of a well-known house. The firm name and address are subordinated to the name of the person using the card. No business is mentioned, an omission open to discussion
Example [336].—If an effort were made to standardize the contents and arrangement of a business card, the plan presented by this example would probably result. The customer’s name is placed at the point of greatest prominence, a trifle above the center of the card. The words describing the business are second in position under the customer’s name. The street and number are taken care of on the next line, and under the street and number is the name of city or town. In the lower left corner is provision for the representative’s name. The telephone number, for which a business card is frequently preserved, finds place in the upper part of the card. A variant for the position of the street and number and the name of the city or town is in the lower right corner.
Example [337].—Here is a card that is a model of dignity and of simple business-card treatment. A good word can be said in favor of using the individual’s name in the center of the card and the firm name in a less prominent position. When a card is handed to a business man, he looks at it first for the purpose of finding out who it is that wishes to see him. A card of this kind tells him instantly. In many cases the individual’s name alone would be sufficient. No business is mentioned, as it is one of those cases in which it is assumed that the name of the firm provides sufficient identity. In omitting mention of the business, one should make sure that the firm is as well known as he assumes it is. If the name is not familiar to the person receiving it, he will be perplexed, not knowing if the visitor desires to sell him books, insure his life, or buy a bill of goods. In the typographic treatment of this card Cloister Oldstyle, capitals, has been used for the smaller line and Cloister Bold, capitals, for the larger line. This slight contrast in the strength of lettering in many instances gives quality and legibility to steel-engraved and lithographed business cards and stationery. The printer by having a well-designed type-face in two strengths will be able to introduce similar good qualities in his work. The spacing between words on this card is closer than that usually allowed by compositors. Close spacing between words is a quality found in good lettering and in good typography.
Example [338] (Insert).—While the main purpose of this chapter is to encourage the use of typography on business cards, a specimen of hand-lettering is used to point out forceful treatment that, aided by good printing, liberal blank space and high-class card stock, may sometimes be effective for business-card purposes. The printer using a card of this kind would see to it that it was not presented to a prospective customer who had a dislike for anything unconventional.
EXAMPLE 341
The monogram in color adds distinction