In some ads there is one keyword that is more important than all of the rest of the text and when a keyword is that important you should give it extra focus. One way of achieving this is to use pop-up lettering.

The promotional pop up card pictured is a 4-page 1/3 A4 with the letters “FREE” cut out and hand-folded to stand up when opened. This pop up effect can be achieved with any bold message. The downside to the pictured version is that it is not attractive on the outside of the pop up card. The best finish is achieved by incorporating a fold-over cover for the outer of the pop up card which has the price benefit of making it into a single-sided print job. This style of promotional pop up card can be custom-designed to your requirements.

This style of promotional pop-up card relies of the skills of the graphic designer and cardboard engineering professional for its appeal. The basic pop-up mechanism creates a right angled step that is known as a generation with cut-aways. The cardboard engineering techniques can be taken a couple of cuts further to create more steps. In the instance in the promotional pop-up card pictured, the cutaways have formed the word “FREE”. From a cardboard engineering point of view it is always easier to work with straight letters – so avoid G / S  / C etc whenever possible. A good creative marketing idea for this type of promotional pop-up card would be to design the cuts to make a small flight of stairs.