Short answer
On a 1 x 3 inch badge, plan for up to 13 characters on the name line and 22 on the title line. A 1.5 x 3 inch badge fits about 15 and 26, and a 2 x 3 inch badge about 15 and 30.
| Size | Name line (characters) | Title line (characters) | Typical use |
|---|---|---|---|
| 1 x 3 in | Up to 13 | Up to 22 | Retail, food service, one name plus a short title |
| 1.5 x 3 in | Up to 15 | Up to 26 | Most offices and healthcare, name plus title or logo |
| 2 x 3 in | Up to 15 | Up to 30 | Long titles, credentials, logo plus two lines |
| Oval | Short first names | Short title | Hospitality and front desk looks |
Long names can still fit; the type just gets smaller. Past the limits above, move up a size so the name stays readable across a counter.