Business cards as communication: A semiotic study of how and what generic business cards communicate.

摘要

As a long-standing form of business communication, business cards remain a highly viable communications tool. This is particularly evident in business settings where cards serve several functions, ranging from introductory/identification mechanism to reference tool to marketing medium. The fundamental research purpose of this study was to determine how and what business cards communicate. To accomplish that objective, several analytical tools and techniques were employed. First, an understanding of the historical relevance of business cards was established and served as a foundation for contextual analysis. Additionally, focus groups were used to collect general-use information and perceptual data necessary for semiotic evaluation of business cards and business-card practices. Various generic card designs were developed and used within the focus groups as a measurement of perception and to evoke response relative to signification and identification. Ultimately, the information gathered from these analytical processes was used to determine how and what business cards communicate as well as to ascertain future viability in light of advancing technology and electronics. In short, the communicative aspects of business cards---those with strongest symbolism and meaning---were identified.