Thermographic business cards, more commonly referred to as "raised print" or "raised ink", are a rare alternative among consumers when compared to their flat counterparts. Thermographic cards are printed via a process called "thermography" printing, in which the a fine plastic powder is applied to wet ink, and then rapidly heated to a temperature in excess of 1,000 degrees Fahrenheit via a conveyer belt. This process literally raises the ink off of the card stock, creating not only an image that one can see, but also feel.

Since raised business cards are less common, consumers often pay a premium when ordering them. However, some thermographic business cards can be considerably cheaper than other alternatives. It's also important to note that due to the proprietary and unique printing process, there are generally a few limitations when dealing with raised cards. Generally, only two to three colors maximum are allowed, registration (the alignment of these colors) is often a premium, and full bleeds (ink touching the edges of the card) are often difficult for a vendor to print. Due to these unique printing conditions, very few print shops in the US still print this type of card.

So, even with all the printing restrictions, are these types of cards a viable alternative to the popular full color / flat cards that are commonly sold?

The answer is a qualified yes.

Of course, as with any type of marketing product, a business card is not a one-size-fits all. Further, many businesses and individuals do not give enough time and thought into the format, layout, design, and ultimate type of their business card.

Thermographic business cards offer a very unique advantage over any other type of card... they can be felt. Additionally, their look is often referred to as "traditional", making them popular amongst industry professionals such as CPAs and lawyers. However, the industry in which they are most effective is direct contact marketing and sales. This is due to the fact that the feeling of the card is more memorable to a prospective client or buyer. Psychologists suggest that the more senses that are tied to an experience, the more memorable that experience becomes. Adding a sense of feel to an otherwise forgetable business card could provide a slight edge that may make the difference between the trashcan and a sale.

Next time, before you purchase business cards, be sure to give proper thought to exactly what it is you're trying to accoplish and exactly how your card is setup to do that. Keep in mind that thermography business cards can be a viable way to help you achieve your goal.