Why Is Every Clock At IKEA Set To 10:10?

Have you ever been walking around an IKEA and found yourself wondering why everything felt so upbeat and symmetrical? It's partly thanks to the arrangement of the furniture and its classic one-way system, but there is actually another clever psychological trick that IKEA — and many other brands — use to make shopping a more positive and appealing experience for customers. In fact, even the hands on the clocks are intentional.

When you are in an IKEA, you may not have noticed that the hands of their artistic wall clocks and analog alarm clocks are typically set to show the time at 10:10, regardless of what hour it actually is. One of the main reasons for this is due to the psychology of the human brain. As outlined in a study in the scientific journal Frontiers in Psychology, clocks and watches set at 10:10 can actually have a more positive effect on viewers. This is likely because human brains are wired to see faces wherever we go and the hands at this time resemble a smiley face. So, if you've been wondering why it is difficult to navigate the IKEA store without overspending, one reason could be because the clocks are literally smiling at you.

With IKEA's commitment to simple design, sticking with the 10:10 is a way to give customers a positive feeling about the products instantaneously. And it isn't just brick-and-mortar IKEA stores, either. IKEA digital advertisements and product photos show their various analog clocks stopped at this time, too.

The practice of using a 10:10 time setting on watches and clocks for marketing reportedly started around the 1950s. Prior to this, clocks were either shown at various different times or at around 8:20, likely because this allowed the details on the clock face such as the brand logo to be seen more clearly. However, the study published in the Frontiers in Psychology journal explains that most people perceive an 8:20 clock face as a frowning expression, so it makes sense why many companies such as IKEA have pivoted to something that is connected to a positive feeling.

But how does the now-classic 10:10 setting function in a day and age that is becoming more and more digital? Well, some companies that make digital clocks and watches have stuck with the original time. In its online advertising, IKEA's digital clocks generally show the time as 11:30, but you'll still spot 10:10 in the secondary product photos. Perhaps IKEA's dedication to a feeling of simplicity and symmetry means they have chosen these times because the numbers feels relatively sleek and balanced. Or, they could be attempting to get you to stay in the store longer by having all the clocks tell you it is only midday — such as how casinos lack windows so you don't notice the passage of time. Whatever the reason, next time you are hunting for some IKEA home decor essentials worth buying, you will now at least have a little more background on why you're seeing 10:10 every time you blink.