This week was spent talking to experts in the field to get feedback on my concept and also working on the first prototype in preparation of Demo Day.

Conversation with Patrick Baty on 11th March, 2019

Patrick is an Architectural Paint Researcher and Consultant at Papers and Paints Ltd who has expert knowledge of using colors in a space and is a specialist in the use of paint and color in historic buildings with many years experience. Some insights from the conversation are as follows:

  • We have a positive or negative reaction to a brand color
  • We have certain color preferences as to what we appreciate or don’t like
  • Color connotations are very important to be considered – some can be considered unusual
  • More experience with forensic investigator of historic buildings
  • Did not have much idea about design or branding with respect to colors

Notes from Mark on 13th March, 2019

  • Get actual validation from startups
  • People are not creative enough – asking them to visualize may not work
  • Probe psychological aspects – academic route
  • Have an answer for why no negative emotions
  • Focus on the wireframes not code
  • Show examples of how color is important in branding or otherwise
  • Get validation from people about results

Notes from Gaelen on 14th March, 2019

  • Show negative extra notes for sample colors only like traffic light red, sickly green, toxic purple
  • Could have a tutorial on branding
  • Flow – 1st question: designer or non-designer
  • Item: what are you designing
  • Industry: drop down, select one option
  • Primary color bucket: show words
  • Exact shade: show other words
  • Palette: show options with different variations
  • Result: get feedback, have 2-3 printouts
  • Can do the abacus thing with the color cards

Conversation with Shweta Iyenger on 16th March, 2019

Shweta is a Visual Strategist, Color Psychologist, Speaker and an upcoming Author. Shweta helps bridge the gap between the users perception and the businesses using her visual expertise and color psychology to achieve maximum strategic potential. She works with multiple industries to create and establish their brand while helping them generate millions in investments and aiding the sales with a process she calls visual sales. She plays the role of a Visual Strategist, Color Psychologist, and Perception Impact Manager by focusing on human behavior and user experience to program the synergy needed between the end user, employees & clients. Some insights from the conversation were as follows:

  • Currently there is less awareness of color psychology
  • Designers try to research about colors when creating brands but very few specialists around the globe who understand it
  • There is a definite need in the market for your concept and it makes perfect sense as there is a large gap right now
  • Most branding people say business is working and doing well so why to change the color as they run only round revenue
  • Now startups are trying to understand this concepts now
  • Many startup owners try to use colors that are their favorite – tackling this issue is important
  • Most people just think its a color when you tell them about color importance
  • When you talk to them about the color process, then they understand the point of it and want to change it
  • Each person should know about color psychology because we see colors all around us 24 hours a day
  • Some colors make you calm and others make you aggressive
  • Positive and negative side of colors – it’s important to understand how to balance negative side
  • person’s emotion is triggered with the combination of two colors – neuron connections
  • Two colors need to complement, act like a positive agent for the other color – red and green, green balances the anger of red
  • Shades and tints of each color matter when you pair it with other colors
  • One is dark other should be light, balance is essential
  • For your approach, starting with the emotion they want to trigger and then giving color makes sense
  • Category of business is important to consider
  • Most people don’t know what they want end user to feel
  • Emotion can be the same, but all users are not the same
  • Give different combinations – orange for excitement for one user maybe purple for another
  • Hospital project scenario – red branding didn’t work, walls and uniform were red, too much irritation, agitation and anger
  • Everything is energy, we tend to throw pamphlets when it is not appealing to us
  • Not everyone is excited about colors
  • End of the day we need to focus on what the user wants and the brand is your spotlight, star of the show is your brand
  • For every design action there is an equal and opposite user reaction

Color Cards

I proceeded to make colors cards from the data set that I had created last week. I plan to write the emotion on the other side of the cards and print them separately.

I also made a set of the ten color buckets and the expansion of the shades under the bucket on the back side with the emotions alongside.

This week, I plan to prepare the first prototype as a detailed end to end flow for one scenario as clickable wireframes and then include more scenarios if possible before Demo Day.

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