The project aimed at discerning the spirit of modern India’s colour culture, relevance of media in cultural context, and find emerging colour preferences, by identifying colour connections.
The objective was to develop a sample study model to get the cultural colour palette - region wise - and colour consumption pattern amongst the young; to recognize Indian colour sensibilities due to media influence and generate a colour palette which is native but progressive.
The project developed a body of work that helped define an Indian context to style. The project looked at the ‘emotional’ and ‘sensorial’ aspects of colour. The functional aspects of implications of time, quality of light, types of spaces, scale of object, surface, texture, distance of visibility, etc. were also considered. It was an attempt to understand how consumers associate with media and colours; this gave valuable insights, to understand their likes, dislikes and to get an overall feel of how they are influenced by media.
To understand change, it was necessary to know what has changed. The first phase was to develop a study model with a universal application in mind; which was the old cultural hubs model to map heritage hues. It was tested and applied in a few places. In the second phase, to see the change, and to map the changed choices, a media diet model was developed and applied to a target group. The inferences from both the models were further compared and analyzed.
The process I followed has definitely helped understand the importance of colour from the cultural perspective. Here, in the process, I have tried dealing with colour as a visual phenomenon and emotional quotient from the people, which gave required results and much other knowledge based data, to be used at a later stage.
