Lego can be characterized as playful. On the one hand it is completely logical and on the other it has the urge, with moderation though, to wonder. It is creative but definitely not a bewildering experiment.
Lego can be characterized as precise. It radiates care, perfection and thoughtfulness. On the whole it makes an impression of simplicity and consistency.
Lego can be characterized as lively. In terms of appearance, it seems to strike a balance between liveliness and modesty, and lends itself perfectly to be used individually as well as with others.
Lego can be characterized as pleasing. It communicates likeability and invites use in a fun way. The design of the brand should put people at ease.
Lego can be characterized as sensitive. Its appearance casts a balance between self awareness and dependance. In fact it must be able to meet solicited and unsolicited use needs.
We interviewed several scientists on product personality. They all confirm our beliefs.
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