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Ikea presentation
- 1. FOA HOW IS THE STRUCTURE & CONTENT OF A TEXT AFFECTED BY AUDIENCE & PURPOSE?
Editor's Notes
- Focus on the way a text produced by IKEA is constructed to meet its PURPOSE & satisfy/meet the needs of its target audience. IKEA context – Swedish furniture company, associated with VFM, flat packs, but also quality of design and innovation. Markets its products globally – multinational company with Global target audience. Instructions must be clear, precise and communicate universally. 8 page Leaflet designed to be consistent with IKEA brand style, to instruct customers of any language, to be able to correctly and easily assemble their product. Precision and clarity of communication in a universal diagrammatic form essential Use of modern, stylish bold sans-serif font – consistent with company image and product range. Lots of white space – again. Modern aesthetic. Image of assembled product takes up 50% of space – provides visual reference point, what you’re aiming for; also a check you have correct manual. Company logo follows similar aesthetic – simple, clear modern design – association with Scandinavian reputation for quality and style
- Boxes/panels – NB rounded corners ie precautionary, what if/general advice NOT instruction. Cf squares and rectangles with hard corners elsewhere in leaflet Upper section – 2 panels with 4 cartoon images. Follows western reading convention – left – right; top-down general advice on handling IKEA products (product in cartoon is not the same). Communicates how to avoid damage and what to do if things go wrong. Simple line drawings; universalises text as no obvious cultural characteristics, specific sense of identity – interestingly stereotypical assumption of maleness, however. Representation of emotions, puzzlement, dismay, confusion
- Bottom section of first page realistically rendered series of 4 images representing key parts for assembly. These can be checked visually, a number indicates how many parts needed. Technical unique serial number is indicated – for checking and for clarity if communicating with IKEA support. These are referred to throughout leaflet as confirmation of visual identification.
- Follows left-right, top-down reading conventions Bold 1 indicates stage in construction not page number. Different from previous page.. Boxed areas =warnings. First differentiates between 2 similar parts which may be confused. 2nd emphasises importance of orienting a part in a specific way by universal warning symbol of triangle. ! Urges care. As with first box, use of juxtaposition invites reader to make a visual comparison – sort of spot the difference. X universally recognised symbol for negation/don’t do/use The unboxed floating tool not directly associated with any specific part – indicates DON’T use at all Thin line indicates how parts should be connected and location
- Use of arrows to indicate an action or movement and its associated direction in relation to the product as it is assembled. B&W shading creates 3D effect adding clarity & making clear direction of action, here clockwise rotation Note overlapping of close up circles. This indicates passage of time before/after… image below comes after the action indicated.
- Conclusion. The leaflet is skilfully constructed in a minimalist fashion to communicate instructions clearly and precisely with little amibiguity. It is also constructed in a fashion that is consistent with the aesthetic and image of the company and shows the power of images to communicate complex instructions in a universally accessible manner.