Design incorporated : IKEA as personal experience

Trendafilov, Dimitar (2018) Design incorporated : IKEA as personal experience. Punctum. International Journal of Semiotics, 4 (1). pp. 165-178. ISSN 2459-2943

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Providing deep and memorable experience to the consumers—in various manners and
through all channels possible—is undoubtedly amongst the key factors for success in contemporary
markets. Moreover, companies need to consider the trends of gamification, personalization,
eco-living as well as the extremely short life-cycle of their products. In this context,
design is getting more and more important in branding and consumer’ perceptions about
the quality and benefits of the product available. It serves as a tool of communication not
only for what the product is, but how it works and how exactly it will become part of the
everyday life of the consumers as well. As such, design, in branding perspectives, has an active
role and engages consumers in new kind of relationships that go beyond pure aesthetics. This
article is an effort for a socio-semiotic analysis of the set of practices that IKEA implements
regarding the use of design as a main basis on which it tries to create, deliver and maintain
value of its huge global audience. What makes the company unique is its multimodal approach
in terms of design-based brand management, point-of-sale design, furniture design,
entire home interior solutions, catalogue design, and last but not least, lifestyle design. We
can easily point out that it has built its own brand meaning by forming a recognizable and
self-centered semiosphere, that highly influences the whole category it operates in, and sets
the rules in people’s self-expression, on the one hand, and their attitude towards the notion
of ‘home’, on the other-home as constantly moving ‘immobility’ similar to fashion trends and
practices. IKEA is a very good example of design semiotics, applied in marketing activities
and real life as successfully mixing its own production with customers’ desire for designing
their own unique world of objects.

Item Type:Article
Uncontrolled Keywords:Design, Semiotics, Brand experience
Subjects:Arts.Fine and Decorative arts > Decorative arts. Design
Economic and business Administration > Economic policy. Management. Marketing
Sociology.Anthropology > Sociology of culture and civilization
ID Code:3896
Deposited By: As. prof. Dimitar Trendafilov
Deposited On:23 Oct 2018 09:27
Last Modified:23 Oct 2018 09:27

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