One of the first few projects that we did at illume was
explore the way Indians think about color to arrive at color codes that wereuniquely Indian (unlike the ones you find documented that have a western bias)
Our journey took us to Benares, Chennai, Delhi, Jodhpur,
Kolkata, Mumbai and Pune
We tried asking regular (who are not explicitly gifted to
think about colors in a multi-sensory way) consumers about how their mind
imagines certain colors and the conversations we heard were fascinating.
Here are a couple of excerpts for your sensory delight.
Pale yellow: emotional association: escape
Color
It has a little yellow tinge to it, but we cannot say
pale yellow, it is white. It has some lines connecting to different lines.
These are unstructured. Like shattered glass. A pattern that creates a visual
trance
The color sensorials
This has yellow ray, ray of sun and a little orange mix.
It smells like coco. Has sweetness to it, not like sugar. It is very smooth,
very plain. It is like plain slate of infinite length and infinite breadth. A
hint of sweetness in the fragrance and taste. Not overpowering
The emotions
Loosing oneself in this landscape. Being
aware of the outside world but not bothered by it
The pay off
Cutting off from the mundane life
effortlessly. Slipping into a different zone
Yellow: emotional association: Bonding / happy memories
Color Visualization
Reminds me of smileys. The translucent honey wax color.
Translucent since you can see through the color and it takes you back to your
memories
The color sensorials
It is very sticky. If it comes to our hand it remains
back. It won’t leave. It is shapeless. Its like honey wax. It gives sweetness
but not that sweet. It is like, grapes outer thing in which the inner part will
be sour but the outer layer will be sweet. I guess maybe because sometimes some
happy memories would have lead to some problems. It has a happy drum like sound.
It feels like spring season
The emotions
Happy times, teasing, creating a feel good
factor, camaraderie, energy, play
The pay off
A trip down memory lane; a memory maker
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