How IKEA leads you into your next purchase

Design is everywhere. We may not always notice or remember it but it is. Road signs, kitchenware, furniture, and food packaging all undergo extensive design processes before reaching us. In fact, not noticing is the best sign of success for any design. Design is all about predicting and smoothing our daily experiences accordingly. For better or worse, the most enlightening design decisions come from the consumer market. Some companies work on targeted publicities or put fitting music in their store but almost no better example exists than IKEA here. Today, let me get you through an IKEA store to show you how design can affect our decision-making.

Follow the guide

We know that IKEA is successful but how exactly it can draw so much time and money from its customers is not as apparent. The answer lies in their use of wayfinding. In a word, wayfinding is the experience of navigating places. When we encounter unfamiliar ground, we intuitively reach for three things. First, we aim for some idea of where we are currently, most often in relation to memorable objects. Then, we fix a specific destination. Finally, we think about what route we should take to reach it. IKEA curates this process from start to finish.

Every IKEA store has a clear entrance and exit, making sure that both are very close to each other. In this way, we unconsciously underestimate how much time going through the store will take. But, after walking through the sliding doors, we have entered the lair of the beast so to say - the infamous IKEA maze. Why a maze? After all, it's very confusing.  That is exactly the point. By obscuring the path ahead, IKEA obstructs our sense of direction, making us forget how much progress we made and how much is before us. The genius of IKEA is to offer generous direction throughout this illogical layout. Pointer arrows, section guides and staff are at every corner. By making the next step very clear, we forget that the next isn't - so is our destination. Yes, shortcuts are available but bypass some sections but frankly who sees and uses them? Not many.

What are the benefits of a confusing layout for IKEA? For starters, impulse buys are easier to make. Since you don't know exactly where you are, you're not sure how much you will need to backtrack for items that might interest you. So what do we do? We grab it, just in case. And, since we grabbed it, why not just buy it? This is exacerbated by the fact that some items can be seen in the showroom but only bought in the warehouse section. This confusing layout makes us more dependent on what directions IKEA gives us. In this way, IKEA can be sure that we will follow its desired path to the point. This boosts the effectiveness of IKEA's showroom. The best way to convince yourself that you need some furniture is to see it in a concrete context. IKEA's layout through the showroom makes sure that you do.

Stay a while

The other way that IKEA makes sure you see everything is by lulling us into spending more time in their store. After the showroom (about the midpoint), IKEA expects fatigue to set in. So what does it choose to do? First, we see a shortcut to the exit. In that way, we don't feel obligated to continue, reducing time stress. Then, IKEA presents us with a food court and a play area. Since IKEA knows most customers are young families, this is IKEA's way to tell them “Take a breather, trench your thirst, eat a bit and you don't even need to worry about your children in the meantime“. Notice that the play area is always visible from the food court. Parents can then safely keep track of their kids. The path going through the rest of the store is also very clear from the food court, with bargain bins in sight. Irresistible to most.

Last chance

The most noticeable fact about the marketplace section is just how many cheap buys we have to bypass to follow IKEA's path. Lightbulbs, casseroles, flowerpots. Nothing we came for but all so cheap and possibly useful. This obstruction continues in the warehouse section. Yes, you can branch off to where the furniture you need is, but you always have to go back to the main path full of bargain bins. Just before the checkout counter is where IKEA places more niche items and snacks. Most often, at an apparent discount and always literally blocking the path to the register itself. Everything is accounted for to maximize those impulsive purchases. After your purchase, IKEA repeats its invitation: why not get some food to bring home (freezer section)? After all, it's been a while since you last ate at their food court.

Don't be surprised

Don't get me wrong: I am not blaming IKEA. I find their design fascinating. This is just my way of convincing you to take better notice of the targeted design surrounding us. Design the shopping experience from presentation to accessibility can make or break a product. Companies like IKEA are quite aware of that. You should too. Even more so for designs targeting much more than your wallet. Many things in our lives shape unconsciously our decisions. Taking the time to be aware of them is the first step in protecting yourself against them. Rest assured that almost no design decision has malicious intent. In fact, it is one of our best tools in everyday life. If you want to learn more about it, I recommend looking for design courses or, If you prefer a more approachable option, look out for the podcast “99% Invisible“.

In any case, stay curious and see you next time.