Moo.com has great stuff. You can get up to 50 different images for your cards. They do front and back. Their basic paper is high end. Plus they will send you a sample pack of 10 for free. I just got my trial set last week and was blown away.
...No I'm not their spokes person. I just like their stuff.
To answer the question, people do flip business cards over to see what's on the other side. Also, people expect an artist to be a bit more creative With their cards. Also, you may want to check into other business card options. The best card I had made was a simple card with a blue back. I had our logo printed in foil on a silk card. It was seriously classy. Other options are custom die cut cards, clear cards, spot varnish and different color foils. I've been super happy with printshaq.com . Every time I call, I talk to the guy who does the printing so I make sure that my cards are perfect.
I have a little collection of artist cards (I get them at cons and workshops) and all of them have cool art in one side and contact info in the other. The few that I got that were just a name on a white paper made me feel like "if i were to hire an artist, i at least would want him/her to have good taste in their card" lol.
Nothing wrong with labelling "This is the front, this is the pictorial side, the more informative side is the back, that's the other side, you need to flip this around in order to see the other side, the back, that is"
I just tried out my business card sample pack. I went to a bunch of local printshops and ad agencys and asked about freelancing for them. The response to the front and back layout was awesome. I had several people tell me that they would be sending work my way. All I had to do when they asked for my card was hand them the stack of of cards and say "Take your pick". It worked just like a pocket portfolio and it got people vested in choosing their favorite.
Only one guy didn't flip the cards over. He looked at them and handed them back and asked if I had a card. To which I handed them back again. He said he didn't realize that they were business cards because they were too nice.
Anyway since I've given away my free samples, I just went and ordered 100cards and did a google search for a promotional code. I managed to get them 50% off. If you can't tell, I'm estatic! This was the first time I ever went out and self-promoted and it went a lot better than I thought it would.
here's the 50% OFF @ moo.com promotional code: TWNDQB
Sorry, I don't know how long it lasts.