Photos and Logos, Are They a Waste of Space?

Many business people ask whether or not to include a photo or logo on their business card, and the answer is rarely straightforward. The fact that "everybody else" in your industry adds a photo isn't a good enough reason - nor does the fact that your sister's boss has a nephew who's taking graphic design in high school justify the addition of that cool logo he created.

The answer is much easier if you first ask yourself what benefit card recipients might get if you included your photo or logo. That's right - not how it will benefit YOU. How it will benefit THEM. (Frankly, no one is likely to care about your business card at all unless you give them a compelling reason to.)

Your photo could come in quite handy if you have an unusual or unisex name (such as "Pat" or "Chris") - adding a photo will help card recipients know your gender and avoid embarrassment. Your photo could also help someone identify you in person if they've never seen you face-to-face.

Professional, realistic, and recent photographs also convey personality and warmth, which is particularly appropriate in certain industries. That's one of the reason that realtors put their picture on their card - they hope that if you see their smiling face, you'll be more likely to trust them with the important financial transaction of selling or buying a house.

But photos can backfire, too. They need to be updated often and you're never quite sure how someone will react, even to the silliest of things - your tie or your hairdo - or even your gender or skin color.

The use of logos also has its advantages and disadvantages. They can add the perception of stability and professionalism to your business card, especially if the company is well known and well-respected.

But think carefully about including logos that are not currently well known (and not being aggressively promoted as part of branding your business). If they convey no meaning or benefit to your prospect, it may be better if you leave the logo off. Instead, use the space for benefit-oriented information such as testimonials, guarantees, and useful product or service data.