The IKEA Approach to Translation: When Less Really Is More
Have you ever tried to "translate" an IKEA manual?
Have you ever opened an IKEA instruction sheet and realised there's almost nothing to translate? Just arrows, friendly stick figures, and that tiny Allen key.
It looks simple — but it's actually one of the most sophisticated translation strategies in global communication.
IKEA has built its entire brand on a visual-first, text-minimal approach. The goal? To make their products understandable everywhere without translating hundreds of pages into dozens of languages.
A true global success story.
But here's the catch:
Minimal doesn't always mean easy.
When "no text" feels harder to interpret
If you've ever assembled a flat-pack wardrobe, you know that even the clearest pictures can be tricky. One wrong screw, and you're undoing half the work.
"Pictures, like words, depend on shared understanding. What feels intuitive in one culture can be confusing in another."
So while IKEA's manuals avoid the need for translation, they still require careful localisation thinking — just in a different form. Every gesture, expression, and arrow needs to communicate meaning across cultures.
What we can learn as translators and localisers
Works brilliantly for:
- Furniture assembly
- Electronics
- User interfaces
- Practical, universal content
Needs more care for:
- Marketing campaigns
- UX writing
- Customer service
- Tone and nuance matter
That's where transcreation earns its keep.
📚 Studies back this up
CHI/ACM Research (2023)
"Can Icons Outperform Text?" — Icons can outperform text only when users recognise them and encoding density is appropriate; otherwise ambiguity rises quickly.
Read the paperNielsen Norman Group
Research on icon usability shows that even familiar icons often need visible labels for clarity. Testing in and out of context is essential.
Icon Usability | How to Test Digital IconsOther brands that speak visually
IKEA isn't alone. Brands like Apple, Tesla, and Dyson also use design-driven communication, relying on sleek visuals and minimal words to connect with audiences worldwide.
Even McDonald's has run global campaigns that need no translation — just an image of fries and the golden arches. Each of these brands understands that sometimes, design is the language. But they also know when to let words carry emotion, persuasion, and culture.