Critique courtesy of Ruth Lozner, M.F.A., who has been an associate professor of design and marketing at the University of Maryland in College Park for 18 years.


This card is totally generic and invisible; no one will notice it. The AAA logo stands out, but your hope on a card is that your name stands out first, what you do, second, and credentials third. On this card, your eye settles on the red AAA and doesn't travel through the card.


A vast improvement. With this card, I trust the company as a designer. With the other card, they could be a plumber. Here, they have an eye for design, detail, and organization. That tells me a lot. I can easily read the president's name and know who he is, although “Allyn Harth” could be larger.