1. products
1.1. Vårdapoteket
1.1.1. cartoonish images derived from basic shapes and forms, vibrant colours - break stereotype hospital/pharmacy atmosphere
1.1.2. designed to fit to all sorts of application
1.1.3. colour - not just to attract but to serve the human psychological needs of wanting to get better from illness
1.2. SWEDESE catalogue
1.2.1. simple layout
1.2.2. breakthrough - convey metaphisycal rather than practical aspects of furniture
1.3. IKEA packaging
1.3.1. environmental friendly packaging
1.3.2. symbol, typography for packaging manual
1.4. IKEA FOOD
1.4.1. simple pictures to show product (product name is in Swedish) - internationally understandable
1.4.2. herring can product (pull tab is the fish head and eye) - simple, fun and with aesthetic value
2. modernism
2.1. concept
2.1.1. explore new material
2.1.2. simplification of forms by reduction of ornament
2.1.3. reject historical precedents
2.2. Scandinavian design - democratic design - swedish design
2.2.1. minimalism
2.2.1.1. simple design (line, form, shape)
2.2.1.2. vibrant colour
2.2.2. functionalism
2.2.2.1. focus on needs (physical and psychological)
2.2.3. social responsibility
2.2.3.1. sustainable packaging
2.2.3.2. special needs community