Interview about Ada Pack Business card, winner of the A' Graphics, Illustration and Visual Communication Design Award 2018
The client wanted to have a business card that "tells" what Ada Pack deals, to be lively, interesting and to immediately attract attention and challenge the reaction. The designer came to the idea of thinking about how to present a gift packaging service to be clear at first glance. The guideline was the decorative paper used on such occasions. The business card really attracts attention and calls for action. Whoever takes it in his hands, study it to the detail and looking under the decorative paper to see what is hidden there. The recipients are sorry to cut the tape, so they peek.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe creative idea of wrapping the business card in decorative paper stems from the very essence of the service provided by the company – gift packaging. My goal was to convey the experience, that is, the feeling of giving through business communication, which is not common for business cards. The inspiration came from researching the emotional reaction that occurs when opening a gift, that small moment of curiosity and anticipation. I wanted to transfer that emotion to a business level, allowing users to connect with the brand in a more personal and deeper way.
I aimed to reshape the classic concept of a business card and turn it into an interactive experience that would stand out from ordinary business cards. The inspiration arose from the desire to create a moment of surprise and subtle tension – the feeling that people often have when opening a gift. I wanted recipients to pause for a moment, to hesitate before revealing the content, thus creating a unique experience and a lasting impression of the brand message.
The combination of offset printing for the business card and screen printing for the decorative paper that wrapped it posed its challenges, especially since the parts were produced in different printing companies. This role required thorough coordination and careful management to ensure that the final result matched the vision. I had to rely on careful planning and clear instructions for each printing house to achieve precise color matching, dimensions, and positioning. In this way, I achieved a harmonious integration of different techniques, making the business card appear as a coherent design despite the complexity of the process.
In developing the design of the business card, a key focus was on the identity and new service of the company. Considering that their main business is gift packaging, I wanted the business card to reflect that essence through its physical characteristics. I drew inspiration from the aesthetic elements of gifts, such as decorative paper, allowing the business card to become a mini presentation of the services they offer. This connection between design and the company's services ensured that the business card was not just an informational tool but also an experience that strengthens the brand. Through every detail, from color selection to structure, I aimed to create an experience that clearly communicates the nature and values of the service to users.
When determining the dimensions of the business card, I considered several key factors that influenced the choice of measurements. The basic business card, measuring 90mm x 50mm, was chosen to fit perfectly into standard wallets and allow for easy handling. On the other hand, the decorative paper, measuring 32mm x 104mm, was selected with the intention of creating an element of surprise upon opening. These dimensions provide enough space for visual impact while encouraging the recipient's curiosity. I wanted to achieve an optimal opening experience that would emphasize the concept of giving and packaging. By carefully considering these dimensions, I established a balance between functionality and emotional experience, further strengthening the connection between design and service.
The choice of red for the text on the business card was a thoughtful step that further emphasizes the concept of giving. The color red symbolizes passion, energy, and joy, which perfectly aligns with the emotions associated with gift-giving. Additionally, the contrast with the decorative paper creates a visual connection that attracts attention and highlights key information. In color psychology, it is known that red can evoke a sense of excitement and anticipation, which further enhances the recipient's experience when opening the business card. This carefully chosen color not only strengthens the visual identity of the brand but also contributes to the overall experience of the business card as an interactive and emotional object.
When creating the Ada Pack business card, I relied on my previous experience working in a printing company and my education at the Faculty of Graphic Technology, for a successful performance. I used standard paper suitable for offset printing which allowed for clear and precise prints, while I chose decorative paper to create contrast and add an extra dimension to the design.The goal was to transform an "ordinary" business card into something extraordinary through the concept of wrapping, thus reinforcing the idea of giving. The decorative paper was not just an aesthetic element but also a means that encourages interaction and surprise when opened. This combination allowed for the creation of an emotional experience that elevates the business card above traditional business tools, further emphasizing the essence of the brand.
Winning the A' Design Award for the Ada Pack business card significantly impacted my further work in visual communications. This award confirmed the value of an innovative approach and showed me how important it is to think outside the box when it comes to design. Inspired by this success, I sought to introduce similar creative strategies into other projects, not shying away from experimenting with new materials and concepts.The recognition that the business card gained opened doors to new collaborations and projects, prompting me to explore the emotional aspects of design more deeply. I realized how important it is to connect companies and services with users on a personal level, thus creating a stronger emotional connection and bond between the brand and the consumer. I strive to implement this approach in all my works, always focusing on creating experiences that go beyond just the visual impression.
When designing the Ada Pack business card, the psychological dimension of interaction with users was crucial for me. Wrapping the business card in decorative paper was intended to evoke a sense of anticipation and curiosity, similar to that of opening a gift. This idea was successfully realized, as recipients reacted with hesitation – they did not want to cut the decorative paper for fear of "damaging" the design. This reaction showed that the business card functions as a kind of artwork, something that recipients want to preserve.Initially, I planned to place the contact information under the decorative ribbon. I create a few samples and shared, I noticed users hesitating to cut the ribbon. For that reason, I decided to present the contact information in a way that allows users to enjoy the design without the need to "destroy" the business card. This further reinforced the concept of the business card as a lasting, emotionally valuable item.
Physical business cards in today's digital world have a special potential as they provide an opportunity for an immediate and tactile brand experience. While digital communication becomes ubiquitous, I believe that physical business cards still play an important role, especially those that are carefully designed as exclusive, personalized items that leave a lasting impression.Business cards like Ada Pack, which incorporate innovative elements and encourage interaction, demonstrate how physical design can be an unforgettable tool in creating an emotional connection with the brand. Such special business cards serve not only to share contact information but also represent a strategic asset that exudes quality and uniqueness. The texture, weight, and design of these business cards can elevate the brand, creating a memorable impression. I believe that such exclusive business cards become an expression of the brand's identity and standards of quality, remaining invaluable even in the digital age. They simply act as a silent yet powerful representative of your brand, leaving a lasting impact.
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