“Letterpress” printing died out in the late 60s, though today it is coming back in a big way. A year ago I saw letterpress printed holiday cards at Target, of all places. Boutique print shops are appearing across the country, as users of print grow to appreciate a look and feel that just can’t be duplicated on an inkjet printer, copier or even a commercial offset printing press.

Graphic designers and marketers are catching the real printing bug too. Like Indiana based Tactic Marketing who created this up to date take using classic technology.

Look closely and you’ll see that “stamped in” text, even in this small photo. This business card face features a traditional layout, though the back side plays on a halftone dot effect that features company staff in a striking and memorable way.

Sure, it’s possible to print business cards cheaper than this. Then again, who cares about ordinary looking, plastic-y feeling cards, when you want to position your brand in an extraordinary way?

Today, so much of what gets put in print (and for that matter online) qualifies as “me too” content. The sheer volume of it all induces a deep foggy haze on the reader. Yet, I’ve never once had a customer tell me “I’d like some ordinary looking cards.”

Yes, the internet has opened up printed products to price competition. Low prices tempt us into purchasing mass manufactured products that fit into standardized pre-press workflows and manufacturing processes. It makes for a sea of uniformity. Cheap, ordinary looking printing may be sending the wrong message to your fans and customers.

On the other hand, your communication in print can reflect the unique talents, skills and approach you bring to your business or art. Can that be done on a simple business card? Absolutely, yes! But it won’t happen by accident.

They’re printed on that standard paper, using standard process inks, just like every other card you’ve seen lately.

The text is lackluster, the result of software defaults.

The logo doesn’t look quite right, and it’s lost in the cluttered layout.

Worst of all, there’s no memorable message or emotional appeal to the reader. I mean, now that I’ve seen your card, why should I care?

If there’s any seven square inches of real estate that deserves your attention it’s your business card. So frequently it’s the first and only impression of your company in print.

Of course, every aspect of your business marketing deserves your attention. Customers and prospects do notice these kinds of details, if only subliminally. Be it your business card, your website, or the just the impersonal voice mail message that greets your callers.

Is it possible to capture your unique genius, your reason for being in a business card? Absolutely! Take the time to really think this through, and you’ll be amply rewarded.

Take a look at a few of these cards. Some are truly remarkable. And please share your favorite card idea with us; I can’t wait to see where your creativity takes you!

Over a decade ago typographer and graphic designer Kathleen Tinkel wrote:

Armed with our Macs, we presumed to compete with our creative partners (typographers, illustrators, airbrush artists, retouchers and more), helping to put some trades out of business. But the computer isn’t as capable as a talented artist or skilled artisan, so we traded quality for glitzy tricks and techniques, and turned ourselves into high-tech production artists in the process… Our clients…believed the ads that said they could dispense with expensive designers, and instead began to buy their own Macs and WYSIWYG software… Is graphic design dead?

Personally, I’m prone to agree with Monty Python and wheel out the discipline of graphic design on a cart. This opinion is based on countless experiences over the last decade, as well as the dearth of thoughtful, well designed print in all but a small minority of examples currently in circulation.

One such experience was the recent phone inquiry from a new customer excited at the prospect of fancy color business cards now within her $50 budget. When advised that she’d need to supply a ready to print PDF or application file, there was a moment’s hesitation. “It’s just a logo, a line and a little bit of text. Isn’t there any way I can get around paying someone to set that up?”

All too typical.

After some thought, it occurred to me that today many a person would easily shell out $75 to get his/her car washed and waxed but never even consider a similar amount paid to a graphic designer to create a vibrant design which could and should last for years to come. Design is dead, because today all too few marketers see its inherent value.

Yes, creating your own home-brew design on a PC or Mac can be an immersive experience. Hours fly by, and we become increasingly attached to our creation with each passing minute. Regardless of its merit.

Herein lies your opportunity: Invest in good design. With so many routine layouts in circulation these days, your own professionally designed presentation will likely jump off the page and grab your customers’ attention.

And, also you’ll have time to use your computer for something that’s fun.

Does a stock market for graphic design represent a threat or an opportunity for graphic designers? Hard to say, though certainly it appears to be a viable resource for end users, or just about anyone short on time or inspiration.

These aren’t the typical junk layouts you see floating around cyberspace. I’m willing to bet more than a few folks would give up $39 for a well crafted business card design. Then again, no template can emulate the life experience of a top notch graphic designer. Still, inkd could be a boon to the design challenged who have no budget!