New biometric research reveals perfect business card design


• Four in ten UK adults (40%) have had their perception of a business or business negatively affected by the quality and / or design of a single business card, a new study finds.
• Biometric scan (using eye tracking, heart rate monitoring, and a dial rate score of 1-100) reveals overall designs and most preferred fonts / colors.
• One in three (31%) say that a no-frills design containing only essential information has always been their preference
• Further information can be found here.

Four in ten UK adults (40%) have had their perception of a business or business negatively affected by the quality and / or design of a single business card, according to a new study.

The study of 2,000 people1, carried out by online printing specialists, Instantprint, showed just how bad a bad design can be; sparking further investigation into what we consider good design.

Following the first national survey, Instantprint conducted an in-depth biometric analysis2 with seven variations of business cards in ten sectors (70 cards in total). Users had their eyes tracked (heat map and pupil dilation) and heart rate monitored as they looked at each business card; revealing what caught their attention first, what triggered their heartbeat, and which models interested them the most overall.

So what makes the perfect business card design?
1. Color: Yellow and white are the most attractive colors for the background of a business card, according to biometric analysis. Strong primary blues and greens were also a popular accent color option across the board.
2. Text: All text should be easy to read and evenly spaced, with a more attractive black or white text color. Classic fonts were always more popular than modern fonts.
3. Logo: Users showed a preference for simple, representative logos that took up no more than 25% of the total business card space.

Overall, the results highlighted a trend towards simplicity over more unique and statement designs.

This was further reinforced in the Instantprint survey, with traditional card layouts with logos / fonts / colors that accurately represent the services of a business favored by almost half (45%) of all. respondents, and one in three (31%) saying a no-frills design with only essential information has always been their preference.

Jon Constantine-Smith, Head of Instant Printing, commented on the results:
“It is fascinating to see how the design of a business card can have an impact on the perception of a company, but also how opinions vary across industries, generations and genders.
“Driving new customers can be a challenge for any business, so deactivating someone when you hand over a card is of course something to avoid!
“When it comes to designing your business stationery, it can be difficult to get it right, but considering your audience and following the advice that research provides – keeping it simple and representative of your services – is a great place to start. . “

For more Instantprint business card research results, including a video showing the full biometric testing process, please visit:

1. Survey of 2000 adults.

2. Biometric analysis using Gazepoint test equipment, connected to a PC. This was achieved in November 2019. We installed eye tracking camera, biometric dial and heart rate monitor with PC. The test itself involved using seven business card design variations in ten different industries (70 in total). Once the equipment was installed, it was time to start recording the results. We invited a selection of people to undertake the test to ensure insight was representative of a broad demographic. Each person had to sit directly in front of the GP3 eye tracking camera so that the camera could focus on the individual’s pupils using infrared. Each user placed their index finger in the heart rate monitor and placed their other hand on the 0-100% dial, to gauge how they felt about each design. Before the test could begin, we calibrated the eye tracking camera for each user to make sure their eyes were being tracked accurately. Once the calibration was complete, the user was then allowed to begin the test which took approximately 5 minutes. After all the tests were completed, we exported the data and sequences to analyze the results.

About instant printing

Founded in 2009, instantprint is an online printing company, made up of a friendly group of talented individuals eager to help their customers reach their customers in the best way. With an impression that makes them incredible. And help their business thrive. Which makes it much more than a printing house.

instantprint is proud to offer sustainable printing services, using the greenest paper options possible, and on top of that, they are FSC certified. The company is also ISO certified and all of its packaging (even plastic!) Is recyclable. They are proud of their partnerships with several waste management companies, which means they recycle 97% of all their waste.

Instantprint recently announced plans for its expansion in 2020. The printing plant will increase its total footprint by 45% to 145,000 square feet, paving the way for continued growth.

instantprint was named the 2019 national customer and market engagement winner at the European Business Awards.

instantprint specializes in 24 hour flyers and leaflets, business cards, posters and stationery. Thanks to a recent investment of 3.25 million euros, the printing giant is now able to produce and deliver stapled booklets within two working days.


About Chris C. Hairston

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