IKEA DESIGN.md

Overview

Visual Theme & Atmosphere

IKEA sells home furnishings through a franchise system. In ikea.com's own words, "Inter IKEA Systems B.V. is the owner of the IKEA Concept and worldwide IKEA franchisor"; its registered office is Olof Palmestraat 1, Delft, the Netherlands, and its name is in the copyright line of every ikea.com page. Retailers such as the German operator of the site measured here, IKEA Deutschland GmbH & Co. KG, run the stores under franchise. The Inter IKEA Group also includes IKEA of Sweden AB and IKEA Marketing and Communications AB.

The German storefront is near-monochrome and matter-of-fact: white ground, grey #484848 text, near-black #111111 for headings and primary actions, and the famous blue #0058a3 and yellow #ffdb00 kept for the brand and for the "emphasised" role. Promotions add a red #cc0008. Type is Noto IKEA.

What makes it worth reading:

• A versioned system in the markup. Skapa components announce themselves: data-skapa="button@19.0.24", search@11.0.24, card@19.1.15, price-module@11.1.8, commercial-message@9.1.0 — more than twenty component types on one page.
• Roles with all their states. --colour-interactive-primary-bg-default / -hover / -pressed, and the same for secondary, emphasised, subtle and destructive.
• Blue is a role, not the default. The primary action is near-black; blue is the emphasised action and informative colour.

Primary tasks

• Search and browse products and rooms; open a product.
• Add to basket; find a store; sign in to IKEA Family.

Brand Narrative

IKEA's concept belongs to Inter IKEA Systems in Delft, and franchisees around the world sell under it. Online, the brand is held together by Skapa, whose components are stamped with their version in the page itself. The storefront is deliberately quiet — grey, black and white — so the blue and yellow, and the products, stand out.

Principles

• Monochrome first. Grey text, black actions, white ground.
• Blue and yellow are the brand. Used sparingly, for emphasis and identity.
• One system, versioned. Skapa components carry their version into production.

Personas

Not researched. No persona claim is made from a UI capture.

Colors

Measured with getComputedStyle on ikea.com/de/de: 94 root custom properties, all IKEA's — --colour-* 88 (as RGB triplets), --product-* 4, --ikea-font, --hnf-menu-dropdown-top.

Brand

• Brand blue (#0058a3) — --colour-static-ikea-brand-blue; also --colour-interactive-emphasised-bg-default and --colour-semantic-informative.
• Brand yellow (#ffdb00) — --colour-static-ikea-brand-yellow.
• Emphasised hover (#004f93) · pressed (#003e72).
• IKEA Family blue (#007cc1) — --colour-static-ikea-family.

Ink and actions

• Primary (#111111) — --colour-interactive-primary-bg-default, --colour-text-and-icon-1; hover #333333, pressed #000000.
• Foreground (#484848) — --colour-text-and-icon-2; the most frequent text colour on the page (2,735 elements), also the hairline border.
• Text 3 (#767676) · Text 4 (#929292).
• Secondary (#f5f5f5) → hover #dfdfdf → pressed #cccccc.
• Canvas (#ffffff).

Commercial and status

Offer red #cc0008 (--colour-commercial-message-bti-red, time-restricted and lower-price messages) · Negative #e00751 · Positive #0a8a00 · Caution #f26a2f. A 21-step --colour-extended-palette-* serves illustration and campaigns.

Typography

Font family

Noto IKEA at 400 and 700 — the only faces loaded (document.fonts). --ikea-font holds the stack: a currency-glyph face ("Saudi Riyal") first, then Noto IKEA, then Noto Sans for CJK scripts, Roboto, Open Sans and system-ui. How Noto IKEA is served was not traced.

Scale

Skapa's type scale is present as unitless numbers (--skapa-heading-l 28, --skapa-body-m 14, --skapa-label-s 12). Header links are 14px/400, the search field 16px/400.

Layout

• White pages, product imagery first, grey text and hairlines.
• Padding steps of 4, 8, 12, 16, 20, 24 and 32px.

Responsive Behavior

Not measured. Desktop 1440×1000 only.

Elevation & Depth

Soft and rare: rgba(0,0,0,0.1) 0 4px 16px on floating surfaces; product cards have no shadow. --colour-elevation-1/2/3 name the surface levels.

Motion & Easing

Not measured.

Tier 1 sources: https://www.ikea.com/de/de/ (live homepage — 94 root custom properties read via getComputedStyle; Noto IKEA loaded; data-skapa attributes read; two components measured after declining cookies, captured 2026-09-26); https://www.ikea.com/de/de/zz-this-does-not-exist (nonsense-path control — HTTP 404 "Seite kann nicht gefunden werden", read 2026-09-26); https://www.ikea.com/global/en/our-business/how-we-work/the-ikea-franchise-system/ (IKEA franchise system — "Inter IKEA Systems B.V. is the owner of the IKEA Concept and worldwide IKEA franchisor", read 2026-09-26); https://www.ikea.com/global/en/international-sales/terms-and-conditions/ (IKEA terms — Inter IKEA Systems B.V., Olof Palmestraat 1, 2616 LN Delft, the Netherlands, read 2026-09-26); https://www.inter.ikea.com/en (Inter IKEA Group — "Inter IKEA Systems B.V. – the worldwide IKEA franchisor", read 2026-09-26)

Components

Measured on the home page after declining cookies (OneTrust), focus read under a real Tab key, and a hover counted only when :hover matched; background-image, text-decoration and pseudo-elements were compared too.

• Header link — Produkte: transparent, #484848, 46px, 12px 16px, 14px/400. Hover and press darken it to #111111 and underline it. Focus adds 0 0 0 4px #ffffff inside outline: 2px solid #111111.
• Search field — the bare input: #111111 text, 48px, a 48px left inset for the icon, 16px/400. It shows no change on hover or focus; the search component's frame was not read.

The same two-ring focus (white 4px, then a 2px #111111 outline) appears on Skapa buttons over product images.

Radius

Round icon buttons and pills at 64px; small chips at 4px. Product images carry their own radius tokens (--product-image-radius-s, -m).

States

Hover and press: header links darken to #111111 and underline. Focus: a white 4px ring inside a 2px #111111 outline. The search input shows no change of its own. Tokens define hover and pressed steps for every interactive role.

Do's and Don'ts

Do

• Use #111111 for primary actions and #484848 for text.
• Keep blue #0058a3 for emphasised actions and information, yellow #ffdb00 for the brand.
• Draw focus as a white 4px ring inside a 2px #111111 outline.

Don't

• Don't make blue the default button colour; primary is near-black.
• Don't use the offer red #cc0008 outside commercial messages.
• Don't add shadows to product cards.

Voice & Tone

Not assessed as authored voice.

Agent Prompt Guide

Quick Color Reference

#0058a3 brand blue · #ffdb00 brand yellow · #111111 primary · #333333 primary hover · #484848 text · #f5f5f5 secondary · #dfdfdf secondary hover · #cc0008 offer red

Example Component Prompts

• "A 14px/400 Noto IKEA header link in #484848 that darkens to #111111 and underlines on hover; focus a white 4px ring inside a 2px #111111 outline."
• "A primary action in #111111 with white text (--colour-interactive-primary-bg-default); hover #333333."

Governance

Known Gaps

• Contrast, link-header. Text #484848 on #00000000 measures 2.30:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.
• Contrast, input-search. Text #111111 on #00000000 measures 1.11:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.