IKEA, Sweden’s Jewel
Everything about IKEA is alive, stylish and friendly—from the bright blue and yellow logo (the Swedish national colors) to the light, airy page designs and the copy that invites you in. Following is an example from a recent catalog edition:
At IKEA we think of the catalog as the starting point for new products and ideas. Now more than ever it has been our goal to launch new items in both the catalog and in the store. In fact, this year we will introduce nearly 2,500 new products making it possible for your home to be as up to date as you are. But that’s not all that’s new. We have also been able to lower prices on some very popular items and hope you’re as happy about this as we are. In keeping with the IKEA philosophy, we believe that good design and good quality are only meaningful when they come at a good low price.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
