Picture perfect: Ikea offers a visual feast

Stockholm – Ikea is famous for its flatpack furniture, not for its canteen meatballs. But now the furniture retailer has released a stylish cookbook containing examples of Swedish cuisine, handed out free in Sweden.

Styled by Evelina Bratell and photographed by Carl Kleiner, Hembakat är Bäst (Homemade is Best) features 30 recipes including Mandelmussla, an almond shortbread topped with lingonberries, and Prinsesstårta, a sponge cake covered with a green marzipan. But instead of a long, complicated list, images of the ingredients, such as butter, flour and vanilla pods, are neatly laid out on a pink, blue or turquoise surface, making it easy for the reader to visualise.

This is a great example of how lean graphics can help consumers to better understand the product.