A brand reading
IKEA.
Everyman Design for the rest of us.
The Everyman expressed structurally: flat-pack so one person can carry it, prices a young couple can afford, instructions a grandparent can follow. The brand never apologizes for being democratic.
The five-layer reading.
- 01 Motivation
- Everyman. Design for the rest of us.
- 02 Mind
- ISTJ
- 03 Temperament
- Phlegmatic
- 04 Persuasion
- Logos
- 05 Expression
- Expressed
Pragmatic, dependable, anchored in the median customer. The brand’s argument is the price tag and the assembly diagram.
Famous spot
Lamp, 2002 (Spike Jonze)