Form follows function: The current applications of Electronic Shelf Labels uses only a fragment of the potential those technologies actual have. Jens’ presentation investigates if and how electronic price labels can be more than a convenient task. In the presentation he will highlight concrete recommendations on how price labels can easily be used to position a brand modern and innovative. In addition to the latest topics discussed in the industry, he tackles design options considering necessary implementation of legal requirements as well as technical limitations of price tags. Furthermore he gives an outlook on the potential scenario of in-store pricing of the future – and what all of that has to do with the art of cave drawings.