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Design for Retail Experience
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jainaina@gmail.com |
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Regional Flavor of Colors in Traditional Indian Markets
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A Study Through Visual Documentation
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Guide V S Ravishankar;Immanuel Suresh |
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Sponsonr Asian Paints Color Research Studio, NID, Bangalore
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Traditional Indian markets exhibit an unrestricted use of color, while the organized retail boasts uniform, brand-specific colors for marketing. For my project, I researched whether there is a regional diversity in the use of colors in the traditional Indian market and if yes, whether it exists by default or by design. The objective was to see whether organized retail can make the most of this knowledge and formalize it to bolster branding initiatives.
For my study, I analyzed traditional Indian markets of Bangalore and Delhi. I conceptualized a method for visual documentation of colors called the ‘3S technique’ (3 steps: Snapshot, Snippet, Stamp). It involved visiting traditional Indian markets and taking multiple discreet snapshots of shops, people, and merchandise. Snippets exhibiting representative colors of each market element were sub-grouped into distinct color categories. I then constructed color palettes with Adobe Illustrator CS2.
Blue was the most frequently used color in Bangalore followed by red and yellow hues. In sharp contrast, the use of red and yellow were at the top in Delhi and blue was at the bottom of the list. Yellow and brown were most frequently exhibited by merchandise (natural products) in both cities. Delhi’s palette has a wider variety of yellow hues than Bangalore’s palette.
The opportunity to bring in innovations in the usage of color has been fascinating. I have grown intellectually through the process of developing my methodological approach as well as learning photography and software. My project has been a unique opportunity to explore new vistas. |
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