Title: First Impressions
Author: Mike Todd-Miller  
Slug: first-impressions
Keywords: first, impressions
Date: 3011/01/01 00:13:59

First Impressions

To coincide with our new identity, Isi recently updated its business cards. The task sounds simple enough, but the idea of first impressions got me thinking. The art of having a ‘good’ business card obviously matters, but really, how much?

All the Small Things

I can appreciate that most people don't consciously evaluate business cards—and they certainly don't collect them, like I do---but a business card is often the first point of contact for what you represent. People may just throw them away, but what lasting impression did you leave in that instant? Does that moment actually contribute to your business' success as a whole?

I'm often asked ‘does this [small detail] really matter?’ When you look at it on that level, the answer is probably ‘no’. In the same way that without a single grain of sand, a beach is still a beach. What you need to understand, is that an outcome is made up of countless tiny components, each making an effect ever so slightly more intense---somewhere within lying perfection. This idea carries to every part of your business.

Quality is Never an Accident

Some people see quality, some people don't---but, everyone ‘feels’ it.

When it comes to printing, we're as guilty as the rest. We've used the ‘cheaper online’ approach a few times, but each time has left us feeling a little underwhelmed. One time was particularly bad, with our web address being completely cut-off from the bottom of our cards. As designers, we love print (the web just doesn't smell as good), and so thought it time to take charge. If you want quality, you've got to find it.

We recently came into contact with Phoenix Press in Sale, Manchester. Their establishment has been around, in various incarnations, for over 100 years. That has to say something about their professionalism. What a welcoming close-knit bunch of craftspeople---we knew they were right for the job.

Our decision instantly paid off. Only skilled professionals exude the priceless advice that you just don't get with cheaper alternatives. Not only that, we were constantly assured of the cost implications of any decisions we made. Phoenix allowed us to be part of process, which for us was important, spending time together to find the right solution.

The ironic thing is that people think quality always costs more. If you take the time to look, you'll realise that independent businesses work very hard to make themselves competitive (Phoenix were actually dead centre of the online averages we looked at). It would have been foolish not to go for the quality, choice and control that they offered. If the price was any extra, it would show in its effect, and pay for itself over and over.

First Impressions Count

One thing reinforced to me on this job, is that you should never start with ‘how cheap’. Start with quality; cost and speed can be compromised. Think of what you want to represent first, then get it.

Whether it's your first email correspondence, the way you answer your phone or the stock of your business card, the small things absolutely add up. First impressions count, no matter how small.