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In designing the stationery for my own creative firm, I wanted to provide potential clients and collaborators an accurate picture of who I am as a designer, and what to expect. As such, the design is clean and striking, with a touch of optimism in a little touch of color. And a sense of humor, demonstrated by the backwards type on the back of all my papers and cards.
My goals were to 1) create a design that is unique and memorable 2) sophisticated but not over-serious and 3) something that would make a recipient smile and want to engage with me. As simple as this design is, it represents who I am as a designer. I've always been amused by two sided business cards (even though I've always had them) and how recipients can't tell the difference and flip them back and forth. By having my type backwards on side 2 ( like AMBULANCE) I'm helping folks know which side is which.
In an informal study, 87.3% of business card recipients get the joke and laugh, smile and/or show it to others. Others (12.7%) just put it in their purse or wallet with no reaction. Customer satisfaction has been more than adequate. And, I keep running out of the cards, so I must be using them. (Some folks even want more than one.)