ikea: hidden prices

Neuroscience proves that our brains are influenced by price at such speed, that our judgements are often formed before we have a chance to take in any other product details.

For IKEA, a brand who is mission is to show that ‘great quality doesn’t need to come at a high price’ this becomes a problem. Especially when one of our most valuable brand assets, present on every piece of communication, is the price lockup.

So we decided to hide it and let the quality of the products speak for itself…