"You never get a second chance to make a first impression." This applies not only to outward appearances such as demeanor, clothing, or hairstyle. Business cards and family stationery are also outward expressions, yet they visibly convey our personality. While such printed materials were once commissioned from an experienced printer, today they are often carelessly sourced from the internet. However, those who value themselves do not shy away from the intellectual and material effort required for successful printed materials, as they understand that it is worth it. Martin Z. Schröder explains in his style guide, in a vivid and entertaining manner, what makes a well-designed printed piece, which font, color, and paper are suitable for which occasion, how small printed materials can serve diplomatic purposes, and what insights they provide about their bearer.