The weather, as you might know, is often cold and wet in Sweden, even in the summer. And the winter is long and dark. So it should come as no surprise that Swedes like light coulors inside. It's a way of using the natural light as much as possible.
While being friendly and informal, the avarage Swede is probably also a little more reserved than many other nationalities. And this, too, is reflected in design. Furniture is often designed with rather strict lines, combining a certain discretion with practicality. But you'll notice that the furniture, like Swedes themselves, are both welcoming and comfortable once you get to know them.
Then there is that peculiar Swedish bond with nature. Wood is by far the most popular material, even in these modern times. High quality materials and workmanship means longer service life and a lesser impact on the environment.