27 Sep
Please, Judge This IKEA Catalog by Its Cover(s) Please, Judge This IKEA Catalog by Its Cover(s)

Please, Judge This IKEA Catalog by Its Cover(s)

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Time was when the classic Sears catalog was considered more valuable for its uses in an outhouse than for perusing and selecting merchandise. This state of affairs was not altogether unwelcome in an era decades removed from the advent of the Internet, smartphones, and instant information.

No, the catalogs were still provided to shoppers because, even if the pages were to be used for purposes other than placing an order for a specific product, the general thinking was that the pages would still likely be read and their highlighted offerings given a chance to appeal to shoppers of all ages. And the possibility existed that those pages ripped out for potential use might be spared for another day or so, thus extending their advertorial shelf lives.

Not so, apparently, with the pages of the IKEA catalog, that wondrous collection of nifty furniture items, gadgets, and accessories that every person ought to flip through at least once.

Seems that people have been permanently borrowing IKEA catalogs from others. Despite the fact that the retailing giant prints some 200 million of the tomes, there's apparently not enough to satisfy demand.

So, IKEA has come up with a creative solution: Placing fake covers over the catalogs that appear to be something un-swipe-worthy. Only instead of re-wrapping the catalogs themselves, IKEA has given that option to consumers.

According to AdWeek, "Working with DDB Milan, the retailer designed fake magazine covers, downloadable and printable online, that fit the exact dimensions of the catalog."

Customers can print out the bogus covers, fit them to their catalogs, and rest easier that no one will want their Italian-language version of a magazine about sheepdogs, lawnmowers, spoons, or mushrooms.

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Read 1294 times Last modified on Monday, 25 September 2017 05:13
Jim Lillie

Jim began writing for newspapers and designing for publishing companies at a time when both industries were just beginning to make the switch from manual to digital platforms. Jim lives in Boulder, Colorado with his teenage son.

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