Erik Modig is an established artist, author, doctor of creative advertising, and researcher at one of Europe´s leading business schools, Stockholm School of Economics. His research has been published in the esteemed Journal of Advertising, International Journal of Advertising, and Journal of Product & Brand Management. In 2014, he dropped Snask a line asking us to help him design his upcoming book, Kontroll (in English, Control: Effective Communication and the Battle for our Thoughts).
Released in 2015, Kontrall takes you on a journey with the world’s foremost communicators and their recipe for effective communication, which can control behavior, attitudes, sales, brands, likes, shares, and the struggle for your neighbor’s thoughts. Modig’s design brief was: “make an immortal and timeless, yet modern classic design that will never die.” In the book, Modig avoids new buzzwords or silly theories; instead, he focuses on summarizing what’s been said about communication over the last 3000 years. It spans rhetorics and propaganda to public relations and advertising. Modig’s conclusion is a meta model that describes a variety of communication disciplines, so our design reflects this. We created systems for demarcating chapters with large scale type, established delicate thought delineators, heroed pull quotes and big ideas, and designed stunning infographics. Our book design is a modern classic, thoughtfully crafted and printed. A must read before you die.