Week 11 - Design Development
You will be working towards achieving the following learning outcomes detailed in the Assignments tab:
LO1: Research — Select and deploy appropriate research methodologies to inform the needs within a project.
LO4: Distil — Position a creative strategic insight that has been distilled and refined through an informed investigation.
LO5: Imagine — Deliver appropriate and innovative ideas that embrace risk, have contemporary relevance and question the boundaries of the discipline.
LO6: Make — Select and utilise relevant tools, skills and technologies in the delivery, iteration and sustainable production of an outcome.
LO7: Collaborate — Demonstrate inclusive and empathetic strategies to plan and execute a project across distributed collaborative situations.
LO8: Design — Realise a final solution that evidences its strategic journey and clear relationship between form and function.
LO9: Communicate — Communicate effectively in a range of contexts and situations to specialist and non-specialist audiences.
Read | Watch | Listen - Colour Association in Design, Made Thought
It’s been a bonkers busy week collating everything together, (briefs 1 and 2) but I felt I was missing out on all the lecture series, so I watched the Colour Association in Design by Made Thought.
For both of these projects, I’ve chosen a colour to my personal preference, but I haven’t actually, done any research to check with my target audience whether this would be appropriate. Ben talks about how people and consumers use and respond to colour.
He also talked about the descriptions people give to their colour names and how people all pick the same colours when associating them with a description.
I wondered why I had chosen the colour schemes for my responses to briefs 1 and 2, was it purely coincidental or psychological? For instance, space to me was always going to be hues or dark blues and purples and needed a contrasting colour of whites and yellows but what feeling does it evoke?
After being briefed by John Haslam from ColorPlan to create a ‘new colour’ their research led them to form their own website for input and colour psychology. Visitors were given the opportunity to mix their own colours and associate with feelings and submit their own message on why this colour was interesting to them. From the information from their database collected from 30,000+ people, they were able to group colour palettes to what they represented. This independent colour study revealed an excessive amount of data which they put into an algorithm.
Emotion colours
These colours are very similar to the palette I chose for brief 1 - which are exactly the right feelings I wanted to evoke - Happiness, energy, positivity, cheerful
Where Art meets science - K means cluster. From the algorithm it studies all the colour groupings and picks the most dominant within the group, leaving a single tone which is dominant above the other colours which is a similar way in which we use our vision.
Points to remember - What this did make me question, was if this was a ‘live’ project to include colour feedback into my focus groups. My colour interpretation of the brief needs to have a bit more data back up to my chosen colour palette other than “I like that colour!”.
“Colour Psychology provides a framework for interpreting people’s favourite colour choices and the associations people have with colour, whilst also providing an insight into colour as a human phenomenon.”