Can I be too polished?

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I have to admit that some of the business cards I've gotten from other REI do not look incredible professional. My question is does that matter in this business? I'm asking because I don't want to pour money into making very professional business cards if simply using a free vistaprint.com template or my own printer and a business card sheet from Office Max will do.

Also, what things are effective in a REI's business card (besides the contact information)? What phrases work? Is printing on both sides worth it? Should I use an obnoxious color to stand out in a pile of cards?

RE-Driven.