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The elements and functionality of the basic stationery system is changing. With the advent of email, fax, web and cell phones, stationery systems must be adjusted to meet the needs of today’s business. The biggest change by far in business cards is the amount of information they contain. Current cards often juggle multiple phone numbers, email, and web addresses as well as one or more street addresses. Companies are adopting logos with taglines and sometimes sub-taglines.  We have even seen mission statements and bullet lists of services and product lines printed on cards. To corral the potential chaos, think carefully about the purpose of the card and how the end viewer will use it. Secondary information such as alternate addresses can be positioned away from the key content on the back of the card. 

It is not what letterhead says, but how it is used – and not used that is changing. Many businesses now use email for their primary correspondence. Sending invoices, thank you notes and proposals electronically drastically reduces the reliance on printed stationery. While situations remain where professional communication requires a printed letter, the quantity of letterhead ordered can be reduced for many businesses. Corporate address, main phone and fax numbers and website should be still be included.  Some things never go out of style. When developing a stationery system, don’t just think about what you "should" have, think about how you work and plan a system that helps you get the job done from both a practical and a marketing perspective.

Beth Brodovsky is the president and principal of Iris Creative Group, LLC.  For more information contact Beth at bsb@iriscreative.com
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