We were all assigned a chosen profession, mine being a locksmith and then set a task to devise a business card within a 5 minute time frame, ensuring we put thought into choice of font, placement, scale and so on. As a 'locksmith' I wanted to give the impression I was professional yet reliable - someone who is attentive and good at what they do.
I used a slab serif font to give a strong stance to the type; giving the impression it is secure. I used varied weights to emphasise certain aspects / copy, predominantly the tagline - 'Your security is key' - a play on words. It was noted, however, that those who just provided a mobile number seemed less professional than those with other contact details.
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