Hues of Changing Lifestyles

Semiotic relationship between colour and culture tells many stories about a geographical region. This project had embarked the beginning of the colour culture studies way back in 2007.

Project aim was to set a colour research process for NID Asian Paints Colour Lab and conduct a pilot to understand regional colour nuances and have a comparative new age point of view on the same. A research structure was planned for a pan India study on how each region’s colour culture can be studied. Pilot study was conducted in tier 2 towns of Karnataka.

Study of regional/cultural heritage of a region allows going back in time and understanding prominence of certain colours, materials, symbols, forms and its emotional relationship with people of that region. 27 Heritage hues were identified based on extensive travel and research and formed a inherent colour palette group representing the old cultural hub of tier 2 cities of Karnataka. With a hypothesis that a culture is a weave of inherent values and influential factors; inherent stays forever but external influences bring a transitory change that reflects in the perception of colour culture too. A validation study was conducted amongst the younger generation who belonged to the tier 2 cities living in modern cities. Colour data had received varied expressions on it emotive and material associations, describing the types of influential factors that drive the change. A tentative percentage was described to share the differences of opinions on all 27 heritage hues and data was collated for further studies. 

The study was used further by Asian Paints to validate the cultural colour data with the wall paints data. The project proved to be a guiding point to create better colour strategies for regional consumers.