For my graduation project, I worked with the Whirlpool corporation to explore color, material, and finish design (CMF) for refrigerators. CMF involves a thoughtful and strategic selection of colors, textures, patterns, and materials to create visually appealing and cohesive designs that resonate with the target audience while also aligning with brand identities and market demand. It goes beyond mere aesthetics, influencing user experience, perception of quality, and emotional connections to products. My target customer base was the OPP (opening price point) segment of the Indian market. OPP represents the entry-level price that caters to customers who are seeking the most budget-friendly buying options. Indian nostalgia is the core of this project. I did extensive market research and user study to understand the rich tapestry of Indian families. A wistful longing for the simpler times, the familiar flavors of home-cooked meals, the little joys of a collectivistic society, the warmth of family gatherings and the nuances Indian values and customs have been explored. I also thoroughly studied clothing, lifestyle and home-decor brands that reflect India's artistic soul and have become cultural ambassadors,fostering a deep appreciation for Indian aesthetics across the world.
By drawing inspiration from the diverse and vibrant Indian culture, the project delves into different indigenous color palettes as stories for the design process. The themes align with Whirlpool's values and explore colors in an Indian context. There is a play of these colors with florals inspired by miniature paintings that leads to different pattern stories for the collection.With a focus on affordability and accessibility, the project endeavors to elevate the emotional connection of Indian families to their kitchen appliances, transforming these refrigerators into cherished objects possessed by them.