Understanding Exterior Colour Behaviour
Asian Paints, 2011
Asian Paints, 2011
Project Involvement:
Research Design
Logistics Supervision
Space Documentation
Data Analysis and Modelling
Visual Culture Analysis
Innovative Workshop Design and Moderation Medium Fidelity Prototype Creation
Interim and Final Deliverable Creation Client Management and Communication
Research Design
Logistics Supervision
Space Documentation
Data Analysis and Modelling
Visual Culture Analysis
Innovative Workshop Design and Moderation Medium Fidelity Prototype Creation
Interim and Final Deliverable Creation Client Management and Communication
Introduction
The aim of this study was to understand consumer colour behaviour around home exteriors - the factors that influence these choices and what determines them.
The aim of this study was to understand consumer colour behaviour around home exteriors - the factors that influence these choices and what determines them.
To this end, a colour tool was designed conceptually to aid consumers in choosing the right palette for the exterior of their homes.
Understanding Cultural, Emotional and Practical Approaches to Colour Selection
Process
/ The context, background and existing understanding of this area was sought through a literature review phase. This data directed the process of research tool creation. Interview guides and visual stimulus boards were created for consumer interactions.
/ The context, background and existing understanding of this area was sought through a literature review phase. This data directed the process of research tool creation. Interview guides and visual stimulus boards were created for consumer interactions.
/ These interactions revolved around personality based choices, inspirations, resources used to aid in colour selection and building features that an Indian consumer would like to highlight.
/ Based on previous phases of this study, interactive activities were planned which would allow the consumer to engage with the exercise in a fun manner, while providing insights that they might not be able to articulate otherwise.
/ This was followed by a validation session, where various exterior colour tools were provided to the consumer to use in an activity. Feedback was sought on the challenges faced while navigating, reading and understanding content and applying knowledge.
/ Through collaborative analysis workshops, provided visual stimuli and affinity mapping, preliminary insights were generated around needs, preferences, understanding of colour, navigation and content challenges.
Process Map
Value Addition
The final report consisted of synthesized insights gained during the study as well as recommendations for the overall strategy of Asian Paints.
The final report consisted of synthesized insights gained during the study as well as recommendations for the overall strategy of Asian Paints.
It also detailed out challenges faced by the consumer while reading the tool, especially around navigation, content structure and placement, as well as call to actions.
It suggested design directions on ideal navigation system and information hierarchy based on the insights from the research study.
A set of user experience principles around aesthetic, content and navigation were laid out.
A palette system was designed, along with palette content. Architectural styles and perspectives were defined and layout conditions were provided.
This led to the creation of a series of prototypes, both conceptually as well as in hard copy to understand usability.
