By Janet Wagner, Ph.D.. Redesign Rating: 8, on a scale of 10.Critique courtesy of Janet Wagner, Ph.D., Associate Chair of Marketing, R.H. Smith School of Business, University of Maryland,
www.rhsmith.umd.edu. Wagner holds a B.A. in graphic design from Cornell University; her graduate degree is in marketing.
I prefer a horizontal card to a vertical card, although vertical cards are trendy.
The contact information on the card is very clear.
Baud Builders serves a high-end market, yet the house symbol conveys "middle class." Although the image and word says "residential," "commercial" confuses recipients.
The color scheme (navy and rust) is dated.
The tag line, "We Bring You Home," doesn't carry your eye to the home symbol. Turn the card on its side and you can't read what's important.
There's too much information. It's almost visually tiring to work your way through; the spacing doesn't work.
This card's attractive. Red and black are more contemporary than navy and rust. The "tailored" typeface and its clarity will appeal to a higher-end client. (Fussy logos convey a cheaper message.)
The "at home" symbol, in red on a gray background, conveys a strong statement of Baud's commitment to residential construction. But allusions to the Internet or that the contractor supports homeowners behind the scenes doesn't work. If the card is meant to be integrated with Baud's Web site, elements should be more consistent.