Design as a Tool for Cultural Representation, or Exploitation? : A Decolonial Visual Analysis

This thesis explores how cultural expressions are used in IKEA’s collections Tillfälle and Lokalt, and what these reveal about power, representation, coloniality, and commercial design. Using a decolonial perspective and critical visual analysis, the study examines how global design processes interact with cultural elements. The theoretical framework includes concepts of decolonial theories, aesthetics and commercial design. The analysis shows that although cultural references are made visible, they are often reshaped to fit Western and profit-driven systems. The result highlights how design can both elevate and exploit culture. The study concludes that designers who wish to incorporate a decolonial perspective must be aware of power dynamics, seek cultural knowledge, and engage with communities in respectful ways. This work contributes to discussions about ethical, inclusive, and socially responsible design practices within graphic design.