Abstract
As graphic designers, one of the most crucial challenges is to work with color palettes. Color forms an integral part of one’s work. We play with an idea that essentially encourages us to carry out this research. India is home to a diverse group of ethnicities that are complexly woven into each other. This symbolism of color controls every aspect of Indian life be it religion, politics, language, etc. There are some colors that are highly preferred as a part of day-to-day chores in one part of the country but are perceived differently elsewhere. Is it possible to devise a palette of a particular region that can determine choices? What are the factors that one needs to consider while defining these choices? We decided to work on a software that would ease this process. Our first phase covered North India which houses 307 million people (about 23% of the total population) living in seven different states. We envisaged variations of color choices based on anthropological factors among these states. Some prominent factors included rituals, cuisines, music, dance, demographic, and geographical aspects. We intended to do this with a two-step methodology, including literature review and fieldwork. The fieldwork component studies day-to-day lifestyle and during festivities. The results indicate that there are fundamental color choices linked with ethnic choices in almost all of the states except Delhi. As the national capital region, Delhi is a hub of cosmopolitan culture. It has become a central space of confluence that houses these multitudes of diversities. Our project addresses this concept of diversity in a cosmopolitan space as it introduces a palette based on fundamental ethnic choices. This palette contributes to the development of a software that makes it easier for users to navigate color preferences and serves the diverse design needs of individuals and organizations alike. It can ease the process for designing branding campaigns and contribute to the fields of color theory and culture studies.
Digital Media
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