Most types of paper engineering have been used not only to embellish books but to add dimension and movement to throw-away novelties such as greetings cards, promotional material, advertisements, business cards - even film publicity. Designers such as Keith Moseley started out devising pop-up birthday and Christmas cards.
Some Victorian greetings cards such as the Valentine shown below (probably originating in Belgium in the 1890s) incorporate elaborately embossed and die-cut lattices, amongst which fold-out crepe flowers unfurl.
Wally Hunt, the great American pop-up entrepreneur of the late 20th century, began his career as a publicist using 3D magazine inserts to promote everything from cars to cigarettes in mass circulation magazines.
Hotels, advertising agencies, food companies, architects, appliance manufacturers - even health farms - use pop-up giveaways to catch the public's attention. All collectable, and often free...when they are first issued!
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OTHER 3D EPHEMERA TO LOOK OUT FOR
• Jan Pienkowski's 'Pop-Up Zoo' cards for Galley Five, UK, 1980s
• Herlin (elastically operated) Pop-Up Cards published in the US during the 1990s
• Paper d'Art 'Revolutionary' pop-up cards published in the UK during the 1990s
• Hunkydory Design cards by David Carter, reproduced from Ernest Nister, et al.