Different audiences respond to different stimuli when it comes to publications. Namely, the font is very important when trying to discern who you want to advertise to.
For business cards, a smaller font would be most ideal. A size 12 font is relatively small but huge on a 3in. card. Font styles differ depending on the part of the market one is in. A lawyer or accountant may use a more traditional font like Rockwell or Perpetua, whereas an artist may use Scribble; a teacher could use Lucinda for an effective font.
Free Mac fonts is a great site for… free Mac fonts
Directions can be found here