Category: Custom Design & Printing

What does your design say?

Posted On: Category: Custom Design & Printing, Luxury & Specialty Packaging, Marketing InsightsPosted By:

Despite what your teenager may say, it’s hard to argue that today’s consumer has a lack of options when it comes to shopping for just about anything.

That’s why packaging – especially now – can play a huge part in a business’ success. Packaging sets products apart from each other and impacts buying decisions.

But it only serves a brand as well as the message behind it.

one a day structural graphics design resized 600

To create packaging that works, you have to know your customer. 

“The Me Generation Meets Generation Me” a Nielson study released earlier this year, explores the differences between two interesting segments of the consumer market: millennials (19-36 year-olds) and baby boomers (49-67 year-olds).

Key changes in the brain as humans age make it harder for us to deal with a lot of distraction. This could be one reason why baby boomers appreciate simplicity.

Millennials on the other hand, grew up in an age saturated with technology and as a result they are fast adopting technologies of all kinds. They appreciate and look for multidimensional advertising that integrates with social media, especially since 76 percent of them own a smartphone.

Knowing what they want can be the key factor to standing out – and reaching – today’s shoppers in novel ways.

Design that reflects personality is helpful in targeting boomers and millennials. It’s no surprise that each of these demographics look for messaging that relates to their respective lifestyles and what’s relevant relies a lot on age.

Good natured, family friendly messages with a clever wit and positivity may catch the eye of a boomer while fun loving ads featuring celebrities or athletes with sarcastic, slapstick humor is what appeals to millennials.

Get it right and one look will get your brand in the door, all you’ll have to do is keep them there.

Source: Nielson Media Research

Image: One A Day prenatal vitamin packaging by Structural Graphics.

 

3 Reasons to Follow Structural Graphics on Pinterest

Posted On: Category: Custom Design & Printing, Ideas & InspirationPosted By:

Since visual art and design is one of our biggest passions, Structural Graphics has lots of reasons to be pinning away on Pinterest. Here are three reasons why you should be following us.

1. Samples of our work.

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Curious about what dimensional marketing can do for your business? Well, stroll on over to our Pinterest page for a peek at what we’ve done.

2. Inspiration.

Since our page is curated by one of our awesome paper engineers, you get an inside look at what designs inspire our creatives. Like this:

via jurianne matter blogspot

Image above via juriannematter.blogspot.com

3. Meet our peeps.

Put a face to the name. Meet the incredible team who creates our amazing dimensional marketing pieces.

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Shown above, Heather Ertel, director of marketing at Structural Graphics.

You’ll even find some fun bonus stuff to check out, like this adorable three-year-old’s reaction to our pop-up work:

 

 

Happy pinning!

Higher Ed Messaging to Remember

Posted On: Category: Custom Design & Printing, Direct Mail MarketingPosted By:

Take a photo journey of what today’s direct mail looks like. Structural Graphics, a one-stop design shop specializing in dimensional paper design, created the pieces below to demonstrate how higher education marketers can achieve outeach efforts through bold direct mail campaigns.

structural graphics higher ed direct mail marketing

Both the megaphone and box ship flat to the recipient and pop out upon opening to reveal three dimensional shapes.

structural graphics higher ed direct mail marketing

 

structural graphics higher ed direct mail marketing

The messaging is clear-cut. The design is clean, bright, fun and interactive. Both demonstrate how Structural Graphics can work with higher ed institutions to break through to prospective students, parents and alumni.

structural graphics higher ed direct mail marketing

 

structural graphics higher ed direct mail marketing

Learn more about our higher ed direct mail designs.

Do you have questions about SG’s work? Or maybe you just want to share your two cents with us? Tell us in the comments below.

Talking Design with 3D Paper Engineer Bruce Foster

Posted On: Category: Custom Design & Printing, Dimensional Print Marketing, Luxury & Specialty Packaging, Shout-OutsTag(s): , , , Posted By:
Paper Engineer Bruce Foster
Paper Engineer Bruce Foster

Last week, Bruce Foster, a renowned paper engineer, graphic designer and illustrator spent a day with the Structural Graphics team at their Essex, CT headquarters, enthralling them with a sampling of his incredible body of published pop-up designs. Continue reading →

6 Great Tweets From SXSW

Posted On: Category: Custom Design & Printing, Design, Marketing Insights, TechnologyPosted By:

Yesterday concluded the five-day interactive portion of one of the biggest technology, film and music festivals of the year: SXSW in Austin, Texas. Twitter has been seriously buzzing with all kinds of awesome SXSW content, so naturally, this week’s post compiles some of the best tweets from business leaders, community managers, marketers, and designers who attended.

These lucky ducks spent the last week immersing themselves in workshops and events that will enhance and change our approach to marketing, design and technology. Here’s what they had to share:

 

 

Over the last couple weeks there has been a lot of talk about 3D printing technology, especially since Burlesque dancer, model and actress, Deeta Von Teese stepped out in a 3D printed dress at Ace Hotel in New York and Wobbleworks far surpassed their Kickstarter goal to fund the first-ever 3D pen.

Entrepreneurs and designers are experimenting with print technology in new ways, which has excited buyers and proved that print is still a medium that attracts response. The print industry is resurging and bringing with it some awesome new toys.

 

 

Some messages never get old, which is why Heather’s words resonate. Her message is simple: plan, plan, plan. Be organized, coordinate all your efforts thoughtfully, and get social.

 

 

Travis’ message addresses why many business owners are afraid to participate in social media: they might lose control. It’s true that by putting your brand out there you’re opening yourself up naysayers, but in reality, you’re actually gaining control because you can quickly respond to any negative feedback you might receive, thereby demonstrating your concern for your customer and the efficiency of your brand. Social engagement gives you a direct connection to your buyers, so you also open yourself up to more good feedback too.

 

 

Your advocates are loyal fans, customers, and employees who share your brand with their network. These people extend your audience and shed a positive light on your brand. They are authentic marketers who find value in your products or services and want to share them with their friends because they genuinely believe it will add more satisfaction to their lives. What’s better marketing than that?

 

 

Any marketing you put out there should get to the heart of what you do and who you are. It should go back to your brands’ mission statement, and the message you crafted when you created your marketing plan (you did do that, right?). That doesn’t mean that you can’t be clever, creative, or inventive, it just means that what you are saying should not be convoluted, and indiscernible to your buyers.

 

 

Good marketing involves some risk. Don’t expect perfection from every idea you have, instead look for ways to learn from your endeavors and to keep striving once you’ve reached a goal. Then, set bigger goals to keep yourself inspired.

Did you attend SXSW? Have you been listening to the discussions about it online? Tell us what you think is cool in the comments below.

Building Stories in Promotional Packaging

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Marketing InsightsPosted By:

As marketers, we have to know how to craft messages that can translate to many different mediums. Sure, we can advertise a particular product or service, but those ads have to resonate in some way to convert our audience into buyers.

A good story goes a long way. Promotional packaging is unique in that you can incorporate sight, sound, touch, smell, and taste to incite an experience that stays in your buyers’ mind. But remember, the message behind all those neat-o features has to be strong.

So what do you say when you’re rolling out a huge direct mail campaign? How do you tell a good story?

With a good opener

You need a way to get people’s attention, which is why you need a good opener. Good openers are short, set the tone of your piece, and evoke a sentiment or inquiry in your buyer.

With a reason for reaching out

Position your products or services in a way that will show your buyer that you are addressing a need they have. You are there to fill a gap, to make their life easier or better. Whatever products or services you are promoting should serve a purpose to your audience. Your marketing message should have characters or situations in it that your buyer will understand and relate to.

With a call to action

Know what you want your end result to be and make sure your message encourages the buyer to learn more about you, either by sending them to your social network, website, or urging them to speak with a company representative via phone or email.

Want more info? Check out this article below by Arnie Kuenn. His tips get into the nitty-gritty of content creation and can help you focus on refining your message to make the most of your mailers.

Have other tips on good stories? Share them in the comments below.

8 Storytelling Tips To Enhance Your Content Marketing

by Arnie Kuenn

Storytelling has been around long before recorded history, but the way stories are told has changed dramatically throughout the course of time.

We’ve evolved from painting the walls of caves to the written word, to plays and movies, to the present ability to tell stories online in the form of videos, blog posts and on social media sites. However, despite the many changes in storytelling, some of the fundamentals have remained the same.

…read more on marketingland.com.

We’re All Just Kids Stuck in Adult Bodies

Posted On: Category: Custom Design & Printing, Design, Inside Structural GraphicsPosted By:

One of the reasons I enjoy working here so much is seeing people’s reactions when they first interact with our designs. We had a vendor in the office today, and I thought it would be fun to show them our 3-cube pop-up mailer  – you know, the one where you pull out the sleeve and 3 cubes come flying out? Before I showed them the mailer, I asked, “Are you familiar with what we do?” “Oh yeah, sure,” they responded.  Even though they were very familiar with our work, they still practically fell over from surprise (and near heart attack) when they pulled out the sleeve of the mailer and those 3 little cubes came flying out in every direction.  Seeing that kind of reaction is priceless. In a world where everything is digital and technology has grown leaps and bounds, it is refreshing to see the enjoyment and the delight people still get from our high-impact tactile designs.

I’m a huge fan of Robert Sabuda, and my kids own all of his books.  To see a grown adult react the same way to our direct mail advertising as my kids do to Robert Sabuda’s amazing creations just makes me realize that deep down inside all of us “grown-ups” still lies an innate need and desire to be entertained and surprised. I’m so glad we get to deliver that child-like wonder and surprise to our clients.