From the course: Learning Catalog Design
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Ikea
- The purpose of design, the point of all this, photography, type, layout, a sense of style, is to draw your readers in and help them every step of the way. Almost universally, the best way to do that is by being simple and being clear. The IKEA catalog is brilliant in its simplicity. Simple format, simple typography. They print 200 million every year. That's a lot. The lion's share of IKEA's marketing budget is spent on its paper catalog, so it really is an ambassador. It's a gateway to the world of IKEA, to its physical stores and its online presence too. Its design expresses the whole company vibe. For starters, it's rectangular. It's a square page or almost square, and the layout is entirely rectangular. Those stick-outs and knock-outs and organic silhouettes we saw earlier, you won't find that in IKEA, which makes sense because its flat box furniture is rectangular. That's the IKEA look. Its typography could not be simpler. Have a look. It's the typeface Verdana. You have it on…
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