The IKEA Effect Updated: Better Flatpack Assembly Instructions with Text

When we assemble or manufacture an object ourselves, we tend to value it more, enhancing the satisfaction and attachment to the products we build. This phenomenon is known as the IKEA Effect, as it was IKEA who pioneered this approach, changing completely the retail and product experience. This experience depends on the quality of instructions, and IKEA have invested heavily in creating their own design language of image only assembly guides.

Following IKEA , many companies have opted for instructions based solely on images. At first glance, this strategy seems efficient, as it reduces translation costs and facilitates distribution across different markets. However, using only images is not always successful and what may be good for the company is not necessarily good for the customer. Without IKEA’s level of design expertise and usability, many companies end up producing confusing guides that make assembly difficult. This approach also excludes certain groups of users compromising product accessibility.

Instructions that rely exclusively on illustrations can be difficult to follow for many people, people that simply struggle with recalling images in their mind.

Worth a thousand words, but…

• The absence of text forces users to interpret symbols and diagrams without written context to guide them through each step.
• For older adults who are accustomed to detailed manuals with written explanations, this lack of direction can make the assembly process frustrating.
• The same applies to individuals with dyslexia, who may struggle to process purely visual information without textual support.
• Cultural differences affect how people understand visuals. Some prefer written steps, while others struggle with image-only guides.
• In cultures that read right to left, the order of steps may be unclear. This shows that illustration layouts don’t always match how people process information

Visual fluency can be affected by many things

• Around 1-5% of people have aphantasia, meaning they can’t picture images in their mind. This makes it hard to follow assembly manuals with only pictures because they can’t mentally see how the parts fit together.
• Individuals with intellectual disabilities need more structured and detailed instructions to follow each step safely.
• When instructions have many pictures, it can be hard to see how the steps connect. This is especially tough for people with memory or focus issues. Those who aren’t used to reading diagrams may also struggle without written guidance.
• People with vision, coordination, or spatial issues may struggle to see how pieces fit together. Simple drawings can make instructions harder to follow, especially if they lack depth or don’t match the actual product.
• Those with color blindness may also have trouble if colors are needed to tell parts apart.

Simplicity isn’t simple

Creating visual instructions that are understandable for all users is a complex task, and unlike IKEA, most companies are not large enough to be able to create their own visual language:

• Each image must convey information clearly and precisely, avoiding ambiguities that could lead to assembly mistakes.
• The sequence of steps must be logically and coherently arranged, allowing users to progress smoothly from one stage to the next.
• Visual consistency is crucial. If illustrations vary in style, perspective, or level of detail, users may misinterpret elements of the assembly process.
• Precise measurements, waiting times, or safety warnings, the absence of text makes it more difficult to convey critical information.

Reasons Combining Images and Text as a Solution

A better customer experience

Adding text to instructions significantly improves process comprehension. While images provide visual guidance and help users identify parts, complementary text offers essential details that reduce the likelihood of errors. This makes assembly more accurate and maximizes user success.

Incorporating text enhances accessibility, ensuring that more people can understand the instructions regardless of their visual, cognitive, or linguistic abilities. A manual that combines both communication methods not only facilitates learning but also reduces cognitive load, making the process less tiring (and so more positive).

Compliance

Supporting images with text is essential for compliance with the General Product Safety Regulation (GPSR) for any company selling in the European Union. It requires products to include clear instructions that help prevent risks to consumers and specifically requires images to be supported by text.

Overlapping with the GPSR, the European Accessibility Act (EAA) aims to ensure that products and services are accessible to everyone, including people with disabilities. Adding supporting text to instructions helps fulfil this requirement by making information more understandable for individuals with cognitive difficulties and ensuring compatibility with assistive technologies, such as screen readers for visually impaired users.

How StepAlong Facilitates the Integration of Text in Visual Instructions

With StepAlong, adding supporting text to to visual instructions is quick and easy. Our artificial intelligence technology analyzes the images of each step, identifies the product’s context, and generates clear, precise descriptions. This allows companies to enhance their guides without having to recreate them from scratch.

Additionally, with our context-aware translations, instructions can be adapted to multiple languages without losing accuracy. This removes barriers to entry in international markets and improves accessibility for users in different regions.

While eliminating text may seem like a practical solution to reduce costs and avoid translation issues, in reality, it can lead to confusion and assembly mistakes, creating a bad customer experience that leads to increased returns and support costs, and bad reviews.

Combining images and text not only improves understanding but helps to ensure customer success and regulatory compliance.