How IKEA Allows Us to Dream: Reviewing the 2019 IKEA Canada Catalogue
There’s something exciting about receiving the IKEA catalogue in the mail. I would pick up the copy with the intention to just flip through the pages. I then catch myself sitting down and actually looking through it in more detail. Something about how IKEA narrates a new future is very compelling. I find their products to be very interesting because they are usually multi-functional. I remember helping my mom assemble a standing mirror that also acted as a rail which could hang clothes or towels. I was thinking how useful this piece of furniture was and how it hit the nerve on knowing what people wanted. Something that was simple, affordable, useful, and saved space.
So how did the catalogue activate my imagination? I have narrowed it down to one thing. And I think it has to do with how they sell the story that often sounds too good to be true. Too often in life, we are told to compromise, and that we need to sacrifice certain things for others. However, the story here is completely different: the story is that we do not need to compromise. We can have it all. We can have something that is well-designed, functional, saves space, at a reasonable and accessible price. Heck, some of the products are sourced sustainably so it’s good for the planet too. What’s not to like?
Defining a problem and proposing a solution with home personas
The catalogue is anchored by seven different types of homes. Each of these homes remind me of user scenarios or personas that are commonly used in marketing and design. When a specific target is identified, it means their unique problems can be defined. I do not believe that one size fits all. Specificity allows solutions to thrive.
The first one is called ‘Haven in the City’. The copy in this section really highlights the concept of ‘having it all’. Let’s start with the title. Cities are not usually what comes to mind when people think of havens. Some might think that living in the city means that they have to endure a stressful lifestyle. With the pace that cities bring, it’s not surprising that this is the perception. However, according to IKEA, that does not have to be the case, we can create spaces that balance the busy city life — a space where “…a peek down the hallway and into the living room is enough to feel your shoulders drop”. There is just so much information and emotion packed into this copy.
This home shows two young women, perhaps they are a couple, perhaps they are friends. They are living in the city and lead busy lifestyles. The problem outlined here is that city-life is stressful for young people. And the solution to this is a home that is:
- Clutter-free and organized;
- allows you to control your environment: whether it’s curtains that control lighting, or a tray that creates a flexible leisure space;
- maximizes comfort with soft colors and soft fabrics.
The narrative of the problem and solution has been executed with ease. The message here is that it is possible to live in the bustling city while having a home that helps us to relax and recharge. We do not need to move to the mountains to attain a life for relaxation. We can do it at home. This stark contrast makes the message so appealing because it allows us believe that we can. Once again, this helps us paint a future that can become a reality. It helps us believe in the notion that we can have it all.
Throughout the catalogue, we will often encounter themes of tension. This tension is not something for us to resolve, it is for us to acknowledge and to recognize that we can have both ends of the spectrum. This is very prominent in the seven different types of homes showcased.
Having various home personas present opportunities to tap into various target demographics. Some are very similar so it becomes hard to see how they are distinct in their needs. But each are unique and I encourage you to look into all of them to see the lives of the people featured. Were there any that you found relevant to your life or future goals?
Consistent tactics that repeat throughout
IKEA products target people working on a budget-whether that is a budget of finances or physical living space. The themes being hammered to live with a budget is to build the space vertically with products that are multi-functional, adaptable, and stack-able.
Multi-functional means killing multiple birds with one stone. Why have a bed for one when you can have a bed that can double up for one more, heck let’s add storage in there too.
Vertical space means more space for living. I really admire the designers who think deeply about their users.
The SORTERA waste bins make me very happy. They can be stacked on top of each other, this saves so much space and in the process is extremely functional.
Finally, being adaptable. Life is constantly changing, which means our needs are changing as well. Furniture that are light-weight and movable are desirable to meet these changing times.
All of these aspects that allow the people to save space and money once again reinforces the idea that their dreams can become a reality. They can realize their vision for their future home and they can afford to let their imagination run a little wilder.
Bringing the brand forward with strong copy and visuals
IKEA tends to portray themselves with a light, playful tone. Such as this ad featuring an Italian grandmother, Nonna, in the kitchen:
The light, fun tone permeates throughout the catalogue and presents the unique IKEA brand. With the use of clever copy and fun visuals, it puts a smile on the reader’s face. Having fun, as if we are children, is a very hopeful outlook on life. Fun is scattered throughout the entire catalogue. The rhythm of the pages are interrupted with pages like these, where it has a solid colour backdrop featuring just one product with playful copywriting.
These types of pages are dynamic and powerful. The photos are beautiful and I love how strong and saturated the colours are:
The copy is always consistent. It does not portray something that is perfect. There are many moments where parentheses are effectively used, like when a child is trying to secretly whisper to you that feels top-secret, but in reality, they just want you to pass them the ketchup.
Having fun, experiencing joy, is deeply embedded in IKEA’s core. IKEA’s brand remains approachable and amicable. They aren’t regarded as being too serious and will crack a joke here and there. The image IKEA conveys lets us relax and take it easy as we look around in their store. The theme of balance does not only permeate through their products, it also emanates from the IKEA brand.
The tone is also speaking from a child’s perspective sometimes. Children are given a lot of space in the catalogue. I personally think children’s rooms are the most fun to design.
One of the tactics of comedy is to create something that is jarring and unexpected. When things don’t go the way we think it would, it surprises us and delights us.
Let’s take this copy as an example:
The good news: you get to draw on the napkin yourself. The even better news: you have 100 attempts per pack to get it right.
Usually, we expect good news to be followed by bad news. Here, the copy counters what we expect with something that is better than bad news, it’s better one. A joke was made with the most simplest staple in every kitchen and diner.
The visuals are also very strong. Here, we see a contrast between the tall floor lamp and a small kitten looking up at it. It is interesting to see and it remains memorable as well.
Positivity matters. It is important to be optimistic about life because that will enable people to be creative. They feel safe and have freedom to design new ways of living.
Design for everyone
This is my favourite home featured. It’s the last story to be told in the catalogue of a young person who lives alone in a 16 square metre home. He is seen writing in his notebook, has a tray full of his drawings, and displays some of his favourite books above his EKEBOL sofa. This home shows where the possibilities are endless to live a full life despite the space limitations. We see how he accesses his vertical storage with his BEKVÄM stepladder.
“At IKEA we design the price tag first and then develop the product to suit that price”. — IKEA
I really respect IKEA for creating products that can be accessible to as many people as possible. They aim to create products that are fun, functional, and well-designed. Sure they aren’t the best quality products out there, but that doesn’t mean that it can’t be a good product. In the end, it really is just about having a good balance.
IKEA has combined many elements to help their readers explore endless possibilities in their living/work spaces. It is quite the feat to achieve this through a print medium. The catalogue was thoroughly mapped out and the team’s hard work behind it has paid off. I think the 2019 edition is a memorable one. I wonder what the 2020 edition will bring.
Discretion: This analysis is my opinion alone. I was not endorsed to write this and it was completely out of appreciation and voluntary. All images were taken from the 2019 IKEA Canada Catalogue. No images were modified and all images are used for the purpose of review.
