IKEA’s vision is ”to create a better everyday life for the many people,” while their business idea is ”to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them” Sustainability is a fundamental value that permeates IKEA. One of the printed communications products that IKEA uses to convey information about the products is Story Signs. They can tell Unique Selling Points about the individual products where they are displayed or located in the warehouse. They are produced centrally, in Sweden, and are then translated in the headquarters in Denmark and made available to each warehouse. There are different types of Story Signs, including Designer Story Signs and Sustainability Story Signs.