It’s no secret that when it comes to design and style with some extra POP, Structural Graphics takes the cake (or, in this case, the pizza). Some extra validation never hurt anyone, which is why we are so thankful to have been named winners of the Fibermark’s 21st Annual Specifier Best of Show Gold Award for our Bacardi Limited Dewar’s Influencer Kit.
The awards didn’t stop there, either! We were also recognized for excellent for our Samsung GS3 Mini Small Book Launch Kit, Samsung GS5 Gold VIP Launch Kit, Samsung Gear Fit VIP Launch Kit (see these at TheBoxSmiths.com). A special shout out goes to TracyLocke, the agency who we collaborated with on all of the Samsung projects.
Samsung GS3 Mini Small Book Launch KitSamsung Gear Fit VIP Launch KitSamsung GS5 Gold VIP Launch Kit
And… also, we are very thankful for the pizza party brought to us by the Fibermark team themselves, yum!
Pizza party!
This is the second award that our Dewar’s Influencer Kit has won this year, also winning a GDUSA American Package Design Award earlier this year.
Structural Graphics design team with awards
So often, the response to Structural Graphics is “Oh, the people who do all the pop-up stuff?”
We live and breathe “pop-up stuff”, we practically invented it! Many people are surprised to hear that we are doing way more than that, and getting recognition for it, too.
So, whether you need some pop-up stuff or packaging, you can call on Structural Graphics – anything paper is possible!
Looking for packaging that’s a little more luxurious? Visit The BoxSmiths for luxury packaging that performs.
Most likely, you’ve heard our spiel (and if you haven’t, you’re in luck): “Structural Graphics is the pioneer of the dimensional print marketing industry.”
“Okay,” you might be thinking, “that’s great. But who decided to take a pop-up and turn it into an ad?” Which is a reasonable question — it’s a pretty genius idea. Although it has been said that digital is taking over the marketing space, it’s undeniable that our work really POPS, gets attention and drives to digital.
Believe it or not, Structural Graphics did not start with an advertisement. It all started with a fascination of pop-up books and paper that led us to engineer a new medium for the world of advertising.
Paper house in pop-up book
When asked about how the company got started, Ethan Goller, president of Structural Graphics, had this to say:
“Structural Graphics was the first company ever to introduce interactive print collateral for advertising and marketing on a commercial scale, and so can claim having “invented” the medium for use in that space.” he says.
“I’m often asked, ‘how did it all get started?’ Company founder, Chris Crowell, had a background in the graphic arts and advertising. He also had a passion for movable (“pop-up”) books, and the notion struck him:
‘If you could take the interactivity, engagement and whimsy of a pop-up book and apply it to advertising, it would perform better than traditional (“flat”) print collateral.’
That was in 1976! And as we prepare to celebrate our 40th anniversary next year, stronger than ever in a business that has transformed dramatically to be relevant in a digital environment, we are proud to boast about our place in advertising history.”
Ethan sums it up perfectly. Times change. So does Structural Graphics. That’s why we were thrilled when Google came to us to produce a popup book for their new app, Google Photos. We can incorporate technology in print — videos, sound, web keys, NFC, you name it, or take it all the way back to our roots with our love for pop-up books.
For most of us, shopping is an integral part of our daily lives — food for our fridge, supplies for our offices, a new pair of shoes. Chances are, whatever it is we may need will be wrapped up in a nice little bag or box.
Packaging is everywhere. But do you ever wonder where it all began?
Packaging as we know it today has been the result of a long development process.
Packaging is an industry that has been around since the beginning of man. In ancient times, packaging was used to transport, assist, store or protect items using natural materials such as leaves. In the Middle Age, wooden barrels were the most common way to store goods. In the 1900’s, paper and cardboard became more important packaging materials. As our world continued to evolve, so did packaging.
The Industrial Revolution sparked a tremendous change in the way that people lived their lives. Ultimately, hands were replaced with machines in the workforce, which lead to faster and higher levels of product production. This naturally created a higher demand for different types of packaging, such as:
1. Storage and transportation bins
2. Bags
3. Food packaging methods
4. Primary packaging materials
5. In-store packaging options
The Great Depression brought in the rise of the “self-service” culture where people began going to grocery stores more often. This new trend changed the way that items were packaged. The use of packaging turned into more of a sales tool, also known as the “silent salesman”, instead of a tool to simply hold items. After World War 2, new materials were explored, such as plastic and aluminum foil. This offered the convenience of single use and “throw away” packaging, which was highly attractive to the supermarket culture.
In the later half of the 20th century came the rise of digital technologies, and the producing world became more competitive. Businesses now had a way to differentiate themselves on the shelf. The marketplace became more competitive as mass producing allowed businesses to venture globally.
Today, packaging plays a primary role in consumers buying decision. It’s a marketing tool that directly impacts point-of-purchase. Packaging is an industry that continues to be sculpted and molded to fit current trends.
More of a visual person, or just can’t get enough of the history of packaging? Take a look at this infographic:
Do you ever stop and wonder how our decisions are influenced?
I do, I’m a marketer after all. These days it seems like we’re being bombarded with trends trying to get us to buy or do something. We can’t browse our Facebook feed without being distracted by bizarre videos of the Brazilian “burning hair” treatment, the horrifying aftermath of the “Kylie Jenner Lip Challenge,” or the most recent one sweeping Instagram, “Sunburn Art.” While we do not personally recommend any of these, we’re all about standing out.
How you market your product or idea directly impacts whether or not people will choose it. So, to help you out, we’ve done a little research, combed thru all the weird stuff on the Internet, and came up with 4 marketing trends that are on the rise.
1. More Personalization
We all know the saying that goes, sometimes through gritted teeth, “the customer is always right.” It’s certainly safe to say the customer is in charge. When asked to prioritize one capability that will be most important to marketing in the future, one-third of marketers answered: “personalization.” Nearly three-fourths (74%) of online consumers get frustrated with Web sites when content appears that has nothing to do with their interests (CMO, 2015). With all the different benefits technology can provide, personalization is more popular than ever. Targeting your products and ads directly to your customer’s specific needs is a strong marketing trend and it’s on the rise.
2. Multichannel Communications
Business icons flat vector illustration Communication
Print, direct mail, URLs, social sharing, email, mobile app push, SMS… really, the possibilities are endless. The world is your oyster when it comes to all of the ways you can communicate, and the statistics speak to its effectiveness.
60% of multichannel marketers reported increases of more than 10% in revenue that are attributed to marketing programs. – Forrester (May 2012) “The Multichannel Maturity Mandate.”
86% of marketing professionals agree that successfully integrating multiple channels under a single integrated marketing strategy is crucial to their long-term success. – Forrester (May 2012) “The Multichannel Maturity Mandate.”
Tip: Want to add some extra staying power to the print portion of your multichannel marketing? Use dimensional for your direct mailer.
There are a lot of comebacks being made recently. Fanny packs, Doc Martens, and my personal favorite – jelly shoes.
But that’s not all. Getready marketers, because even in this digital age, print is making a comeback – and with a vengeance. Anything can be added to print: lights, sound, video, the list goes on. Print isn’t just paper anymore. Also, who doesn’t love getting real, tangible, paper mail? Direct mail marketing yields, on average, a 13-1 return on investment ratio (DMR, 2015).
Rolling Stone Chuck TV Show Insert & Kiosk, Structural Graphics
There you have it, 4 marketing trends on the rise — and you know what they say about 2, 3 and 4: two’s company, three’s a crowd and four is a party. Get the party started at www.structuralgraphics.com.
Ever wonder why women want diamonds for engagement rings? Or the man behind Marlboro? So did we — so we did a little research. Brace yourself folks, for a blast from the past (minus the shag rugs and parachute pants) while we take a look at ads throughout history.
Small diamonds on layered coal (differential focus)
The goal of an advertisement is not to make you buy things right in that moment, the goal is however, to make an impression.
If you wear an engagement ring, or have ever bought one, it is because of the influence of an advertisement. We think that we are supposed to buy a diamond ring because it is a tradition — well, that’s because it is. However, this tradition didn’t start until the late nineteen-forties, and it all began with a jewelry ad.
In 1948, De Beers Jewelry released an ad campaign called, “Diamonds are Forever. Believe it or not, before this ad campaign, engagement rings were a very rare thing — and De Beers changed that. By infusing the romantic notion of an engagement, and the eternity that comes with one of the strongest substances on earth, they convinced both men and women that a diamond ring was a necessity to an engagement. Today, engagement rings are a global, multi-billion dollar industry.
Volkswagen is another big name when it comes to “paving the road” of advertising.
Today, we see VW Beatles all over the road. In 1939, the original Volkswagen Beatle was released, but because of it’s German engineering, it was not appealing to Americans. This all changed in 1959 when Volkswagen released their “Think Small” campaign. Old advertisements typically had the same approach: a cookie cutter style to show customers that a product was “the best.” That is, until the “Think Small” campaign. For the first time, humor was introduced to advertisements. Volkswagen highlighted the flaws of The Beatle, and used it to their advantage to bring out what was so great about the car. Today, the ad campaign is considered the top campaign in the advertising world.
For some (not all) unmarried women, there is a looming fear: “Always a bridesmaid, never a bride.” Ever wonder where that saying came from? Well, in 1924, Listerine first released the line, “Often a bridesmaid, but never a bride,” in an advertisement for bad breath. The quote was basically saying, if you use Listerine products you have a better shot of getting a husband (side note: buy Listerine). Since the ad was released, the phrase has stuck with single women.
Smiling woman
Another “killer” billion dollar industry: cigarette companies. The cigarette industry often gets a bad rap (for obvious reasons — general PSA: don’t smoke), but one campaign done by Marlboro is considered the third top advertisement campaign in history.
In 1955, the “Marlboro Man” made his first appearance. Today, when anything is portrayed as masculine or feminine, younger generations find it humorous. The Marlboro Man, however, was incredibly successful. The Marlboro campaign was geared towards men, saying that smoking was a masculine thing to do. Within two years of its release Marlboro, sales spiked 300%.
So, even though you might not buy the newest phone every other month, the world around you is continually being shaped by advertisements. At Structural Graphics we want to help businesses build an image that will be part of the next big culture change. Take a peek at some of our classics — let’s make history together.
Whirlpool’s 360-degree approach to marketing, incorporating web, TV and print, has made it’s brand presence more relevant and attractive to consumers in the home appliance marketplace. Continue reading →
“The details are not the details. They make the design.” – Charles Eames, American graphic designer
Structural Graphics takes a special interest in what retail consumers want to see on product packaging, so when we came across Deborah Ginsburg’s article, “Top Packaging Design Trends for 2015” we perked up, eager to see what insights the founder and CEO of Strategia Design had to offer. Turns out, we couldn’t agree more. Continue reading →
Margie Dana — author of three books on printing and print buying and an industry veteran with more than 15 years of experience — recently chatted with Structural Graphics to help inform our audience about different ways marketers can extend their brand’s influence through integrated print campaigns. Continue reading →
Sometimes your audience just needs a little more. Meet the Extendo. Like its name suggests, it gives brands extra room for messaging and graphics and adds a level of participant interaction that rivals digital. Continue reading →
