What feeling does the color red bring to your mind?
Bold excitement ?
Sensuous attraction?
Aggression ?
For instance – in a city like Mumbai the color was associated with pent-up aggression. Fast life. People are angry. Times is money here. They are normally working or fighting. They are just in a hurry.
While n Calcutta, jodhpur, Benares – red was strongly associated with marriage, family, bonding. To these set of people - Red signifies - beauty, marriage, power courage, boldness, no fear, rule the world,
TERRACOTTA RED and the memory it evokes - On my way back from school, I cross a football field. There is no grass, only a muddy red color. I feel relaxed and pleasant. Natural colors make you feel nice. I see grains, few pebbles on the ground. The pebble is whitish and has mud covered on it. It is reddish white. Becoming one with the earth. Connecting with the purer and untainted side of our lives
Blood red as the symbol of power - Visualised as a mix of shinny and dark hues since it is a mixture of both feelings. The shine signifies things that you want to do, and the darker side of red shows the difficult side of her life. The colour of aggression, struggle and achievement. Shedding of blood to win or achieve victory in a social context
Sensuous attraction?
Aggression ?
Think again…
What shade of red were you thinking?
The task: gaining
an India-centric view of colors and what they symbolise for people across
different states.
The challenges:
The challenges:
- Getting consumers to think about something as abstract as color, in terms of its sensorial and emotional associations
- Most people do not have the vocabulary to describe color in detail
- The document work around color reflects a western sensibility. The need to go beyond that and find local, cultural expressions
So we decided to explore this whole
subject via subconscious interviews and what
we stumbled upon as a result was an unexpected degree of articulation,
visualization and imagination that people displayed when they thought of and
spoke of colors.
illume
interviews revealed
That the meaning
of a color
depends on context, city, culture and most importantly on the exact
shade of the colour the person imagines. Yet colours are stereotyped by usage. Red =
fiery hot, blue = cool, relaxing etc. – restricting the way colours are applied.
For instance – in a city like Mumbai the color was associated with pent-up aggression. Fast life. People are angry. Times is money here. They are normally working or fighting. They are just in a hurry.
While n Calcutta, jodhpur, Benares – red was strongly associated with marriage, family, bonding. To these set of people - Red signifies - beauty, marriage, power courage, boldness, no fear, rule the world,
Contrasting emotions and associations
TERRACOTTA RED and the memory it evokes - On my way back from school, I cross a football field. There is no grass, only a muddy red color. I feel relaxed and pleasant. Natural colors make you feel nice. I see grains, few pebbles on the ground. The pebble is whitish and has mud covered on it. It is reddish white. Becoming one with the earth. Connecting with the purer and untainted side of our lives
Blood red as the symbol of power - Visualised as a mix of shinny and dark hues since it is a mixture of both feelings. The shine signifies things that you want to do, and the darker side of red shows the difficult side of her life. The colour of aggression, struggle and achievement. Shedding of blood to win or achieve victory in a social context
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