Business cards are traditionally the primary way that business people present their contact information to other business people and potential customers or clients. Even in the digital age business cards are thriving and in several countries, the exchange of business cards is almost a ritual.

Business cards provide a more tangible way to impart information about who you are and what you do, making them one of the most effective direct marketing tools. Having your business card ready to present to others when needed demonstrates a higher level of professionalism.

Business cards are usually presented to one person by another in a face-to-face exchange, although they may also be attached to invoices and thank you cards, or even attached to a vehicle in a business card holder so passersby can help themselves to one if they’re interested in the service or product advertised on the vehicle.

You may have handled hundreds or even thousands of business cards in your lifetime. You’ve swapped them with colleagues, kept them on file, and thrown a veritable avalanche of unwanted cards into your trash can. While you’re certainly familiar with business cards as a business networking medium, it’s essential to understand their purpose before you design your own card so you don’t inadvertently undermine your efforts.

It’s almost a given that your customers receive several business cards from your competitors. A smartly designed business card helps your company stand out among the crowd. Some entrepreneurs choose to use die cuts to create unusual shapes for their card, while others use perforations, folds and pop-ups to differentiate themselves.

You don’t need to resort to gimmicks; a concise, direct and visually appealing card that projects your company’s identity is often as effective in differentiating a company as a novelty card.