When designing business cards, one of the most basic decisions is whether to print them in color or black and white. Both options have their pros and cons when it comes to factors like cost, professionalism, memorability, versatility, and environmental friendliness. Here’s a closer look at the case for each option.
The Case for Black and White Business Cards
Black and white business cards have some distinct advantages that make them a popular choice, including:
- Lower cost – Black and white cards are cheaper to print than cards with full color, especially when printing in larger quantities. This makes them a budget-friendly option.
- Classic and professional look – The simplicity of black and white can give cards a timeless, formal aesthetic. This can portray professionalism and sophistication.
- Focus on text and logo – With fewer design elements competing for attention, black and white cards place more emphasis on important details like names, titles, and logos.
- Crisp text readability – Black lettering on a white background provides strong visual contrast for optimal text legibility.
Black and white business cards are a tried and true option that has stood the test of time. Many professionals prefer the pared down, straightforward look of simple black and white cards.
The Case for Color Business Cards
Full color business cards also offer some unique benefits, such as:
- Branding and customization – Color allows a greater ability to match company branding colors and stand out with custom designs.
- Creative expression – Color unlocks more possibilities for unique card shapes, fonts, logos, backgrounds, and other graphical elements.
- Memorability – Studies show people remember color images and text better than black and white. Color cards may be more memorable.
- Conveying industry/style – Colors can reflect industry traditions or communicate brand personality and style.
For businesses where visual branding is important, color business cards can be a useful tool for reinforcing brand identity and making a strong first impression.
Cost Comparison
One of the biggest factors in choosing between black and white or color cards is cost. Here’s a price comparison of printing 500 standard 3.5″ x 2″ cards on a 14 pt. cardstock:
| Printing Option | Cost |
|---|---|
| Black and white – One side | $15 |
| Black and white – Two sides | $20 |
| Full color – One side | $40 |
| Full color – Two sides | $60 |
As you can see, full color cards cost significantly more than simple black and white printing. Cards printed on both sides have a small upcharge. These are typical prices from online printing services, but costs may vary between print shops.
Professionalism Perceptions
Another point to weigh is how black and white or color cards may be perceived in terms of professionalism within certain industries and roles. Some trends to consider:
- Conservative fields like law, finance, and government often lean toward traditional black and white cards.
- Creative industries like arts, design, and media frequently utilize colorful card designs.
- Startup companies sometimes use creative colors to stand out, though this can risk seeming less established.
- Black and white tends to portray a more serious, formal image appropriate for senior executive roles.
There are always exceptions, but being mindful of traditional professional norms can help guidebusiness card color choices.
Memorability
Studies exploring the impact of color on memory, attention, and aesthetics point to some relevant considerations:
- People are better at recognizing and remembering colors compared to black and white images.[1]
- Memory performance is better for colored text than black text.[2]
- Participants rate color photos as more attractive and positive than black and white.[3]
These findings suggest color business cards may grab more attention and be more easily recalled. However, black and white is not devoid of memorability, especially if leveraging bold fonts, clean designs, and ample white space.
Creative Versatility
| Color | Black and White |
|---|---|
|
|
Both color and black and white cards offer creative possibilities, just with different design elements and aesthetics. Color allows for more freedom and variety in look and feel, while black and white focuses creativity into narrower channels.
Environmental Considerations
For environmentally conscious businesses, the ecological impact of color versus black and white cards may also be a consideration:
- Black and white cards require less ink and energy to produce.
- However, most modern print shops use efficient digital presses that minimize waste.
- Many printers use recycled paper and eco-friendly inks and processes.
- Cards represent a very small portion of a business’s environmental footprint.
While black and white is slightly more eco-friendly, both are relatively minor factors compared to other aspects of a business’s operations and sustainability practices.
Conclusion
When weighing the pros and cons, black and white and color business cards both have their merits. Factors like branding needs, budget, industry norms, memorability, and environmental impact may guide your choice between them. Often it comes down to personal preference and style. A trend toward more colorful and creative card designs has emerged in recent years. But classic black and white retains its simple sophistication. Ultimately the most important element is displaying memorable and meaningful contact information in a professional way.
