In 2011, Honeysuckle was chosen to, "encouraged us to face everyday troubles with verve and vigor." This year's choice, Tangerine Tango is described as,"a spirited reddish orange, continues to provide the energy boost we need to recharge and move forward."

Leatrice Eiseman, the executive director of the Pantone Color Institute® describes the 2012 choice as, "Sophisticated but at the same time dramatic and seductive, Tangerine Tango is an orange with a lot of depth to it. Reminiscent of the radiant shadings of a sunset, Tangerine Tango marries thevivaciousness and adrenaline rush of red with the friendliness and warmth of yellow, to form a high-visibility, magnetic hue that emanates heat and energy."

For more information visit the Panton website at http://www.pantone.com/pages/MYP_mypantone/mypInfo.aspx?ca=75&pg=20946

Courageous. Confident. Vital.

A brave new color, for a brave new world. Let the bold spirit of Honeysuckle infuse you, lift you and carry you through the year. It's a color for every day -with nothing "everyday" about it.

"In times of stress, we need something to lift our spirits. Honeysuckle is a captivating, stimulating color that gets the adrenaline going - perfect to ward off the blues," explains Leatrice Eiseman, executive director of the Pantone Color Institute®. "Honeysuckle derives its positive qualities from a powerful bond to its mother color red, the most physical, viscerally alive hue in the spectrum."

While the 2010 color of the year, PANTONE 15-5519 Turquoise, served as an escape for many, Honeysuckle emboldens us to face everyday troubles with verve and vigor. A dynamic reddish pink, Honeysuckle is encouraging and uplifting. It elevates our psyche beyond escape, instilling the confidence, courage and spirit to meet the exhaustive challenges that have become part of everyday life.

Packaging
Honeysuckle is an excellent packaging color for products that speak to something active or festive, or are suggestive of sweet tastes and scents. It's an especially good shade for delicious food or drink packaging. The name Honeysuckle is evocative of these perceptions. The closest match to Honeysuckle PANTONE 18-2120 TPX in the PANTONE PLUS SERIES is 205 U, p. 45 (choose uncoated - coated is much more vibrant). One of the best combinations for Honeysuckle in the PLUS SERIES in the context of deliciousness is a grape shade 2573, p.76. Grape should be used in lesser amounts than Honeysuckle with the smallest component in a rich chocolate shade like 483, p.32.

QR Code - Lundmark Mobile Site

Computer graffiti? Barcode malfunction? IT department prank?

If you find the graphic to the right a bit curious, you're not alone. It's reported that only 52% of the population in this country have seen or heard of a 2D QR (Two-Dimensional Quick Response) code. Of those familiar with the codes, only 28% have used one.

Mobile phones equipped with a code-reading app can quickly scan these codes through the phone's camera. The data embedded in the code directs the phone to automatically execute a task, like visit a mobile website or view a YouTube video. The code is essentially a quick and easy way to transport users to a URL link, video or other phone function. In fact, the codes can also prompt the phone to dial a number, send an email or text message and even store an address in the users contacts.

What's the advantage? The consumer is no longer required to type a complex URL or address with a tiny phone keyboard. It's a quick and easy way to engage consumers with relevant content at any point during the purchase cycle from investigation to the point-of-purchase.

If you have not already, download a free reader from your apps store and give it a try. There are a few different types of codes that exist, some of which require a specific reader. If you search for a QR code reader you will be able to scan codes like the one above.

For more information on 2D codes or to try one for your brand or products, contact me at 816-842-5236 or kelly@lundmarkadv.com

Last month the Lundmark Advertising + Design staff stepped out of the office and onto a construction site for a day. We traded our computers and printers for hammers and nails and did our best to help build not just a house, but a home for a very deserving family.

Who did we help? We didn't meet the homeowner, but here's what we learned about Habitat for Humanity…

- Habitat homes are not free

- Homeowners take personal finance classes

- Homeowners make a down payment and monthly mortgage payments

- Homeowners invest 300-500 hours of sweat equity building their home and others

- Homeowners monthly mortgage payments are used to build more Habitat homes

If you have ever dreamed of owning your own home, then you understand the amount of pride and responsibility associated with ownership. We volunteered so a family in our city could experience this sense of pride and responsibility. We wanted to share our experience in the hope that it may encourage you to consider volunteering.

Visit www.habitat.org for more information.

Congratulations to the greater Lundmark Advertising + Design team for their recent recognition by Graphic Design USA. This year, Lundmark received three American Graphic Design Awards for original packaging engineering & design, licensed property packaging design and interactive website design.

*Trophy collection for illustration purposes only. The trophy collection displayed was not actually won by Lundmark Advertising + Design, nor is this our racecar or our staff. Lundmark in no way is associated with Pete's Welding or these guys (BTW, regarding the number 39 graphic on the racer, we think it should be italicized in the opposite direction, as if the speedster is screaming down the track at 100 miles per hour versus screeching to a dead stop like a minivan that just speed passed McDonalds). We do, however, share the same spirit and enthusiasm illustrated in this photo.

Skechers Airators Promotional Materials

In October, Nicktoons will air Zevo-3, an animated show based on characters including Kewl Breeze developed by Skechers to promote their Airators line of kids' shoes. Kewl Breeze is a superhero that uses his breathable Skechers shoes to defeat hot "Blacktop", his arch nemesis.

Why is this out of the ordinary?

This is an example of content originally developed for and used in the promotion of consumer products being broadcast by a network as entertainment. Shows are traditionally developed and broadcast as entertainment and then licensed by consumer product manufactures. Think "Dora, Dora, Dora the Explorer" as the catchy jingle goes. The animated series was developed and broadcast 24/7 and kids fell in love with Dora and Boots. This attracted consumer products manufacturers to license the property and sell everything from toys and DVDs to yogurt and fruit snacks fashioned to their likeness.

Where does the FCC & FTC stand on the adverting & entertainment overlap?

The Federal Communications Commission prohibits marketers from advertising during a show with advertising-derived characters. However, in the Skechers scenario above, they are well within the guidelines to publicize the new Zevo-3 show. Skechers with insert a "sizzle reel" DVD in 1 million shoe boxes as well as run ads before the series airs.

In 2008, the Federal Trade Commission conducted an examination of how companies advertise products to kids. The FTC gathered information from 44 top marketers including PepsiCo and Coca-Cola for the report. They ruled in favor of industry self-regulation based on the findings, essentially limiting involvement.

Will it work?

Advertising content transformed into entertainment has traditionally not been successful. Most recently, ABC developed the prime-time show Cavemen, based on the Geico ads from The Martin Agency. The show was canceled after about a month. The California Raisins developed for promotional purposes by the California Raisin Advisory Board, starred in a 1989 CBS Saturday morning cartoon series that was canceled after one season. In the late 80's, Domino's Pizza unsuccessfully pitched a show based on the Noid character featured in their advertising.

Will kids find Kewl Breeze and his quest against hot "Blacktop" compelling over time? We'll find out starting in October.

For more information, read the following BRANDWEEK article where much of the information above was gathered: http://www.brandweek.com/bw/content_display/news-and-features/promotion-incentive/e3i3e9fe8a77ad6bd903028e0547bcfda9a?pn=1

Yep, Shrek Forever After (that's number 4 if you're counting) will hit the big screen on May 21^st. But don't worry, if you need your Shrek fix now take a look at what we've been working on - Shrek Twinkies, CupCakes & 100 Calorie Packs. We think Donkey would be proud.

Shrek Packaging Execution

What's the most important aspect of the project? Well, there's several. Timing is obviously very important and maintaining the production schedule ensures on-time deliveries. However, creating the production art is critical and will make or break the schedule. Producing accurate color is paramount and is both the responsibility of the production artist and the printer. Great communication and experience keep the process moving, often avoiding time-consuming and costly roadblocks that can jeopardize in-store delivery dates.

Here’s an image of the Hostess Shrek CupCakes packaging press proofs with the style guide sitting on top. It takes a sharp and experienced eye to proof, evaluate and provide printer direction to make any necessary adjustments before the final packaging goes into production. The final product, Shrek in the perfect shade of Ogre green (delivered on-time and on-budget).

http://www.youtube.com/watch?v=xd1pgHh_dkk

http://www.youtube.com/watch?v=nl5gBJGnaXs

http://www.youtube.com/watch?v=Y-Elr5K2Vuo

The project has not gone without controversy or incident. However, from a purely visual perspective, which is greatly intensified the backdrop, it's hard to argue that it’s not an absolutely amazing feat of engineering and design.

Building blocks over the Hoover Dam

For example, if you witnessed Shannon Bahrke win a bronze metal in the 2010 Vancouver Olympics last week you could easily see where we found our inspiration when developing her logo. After watching Shannon's signature back flip on her highlight real several times you can say we were inspired.

Congratulations Shannon!! We, along with the entire nation are so very proud of you. It was an honor to have had the opportunity to work with you and we wish you all the best on and off the mountain.

Shannon Bahrke Logo Inspiration