A Humanistic Perspective on Colour Preferences in Purchase Decisions of Motorbikes in India

By Lalit K. Das and Amitoj Singh.

Published by The Design Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

This paper proposes an approach to investigate the psychological, sociological and cultural parameters governing the color preference in purchase of motorbikes. The purpose is to establish the parameters governing aesthetics preference in general and emotions in particular. The paper establishes user’s preference for the color and the meanings associated with colors in their humanistic self-image. The results are based on ethnography surveys in an identified region and these are related with corresponding regional sales data of motorbike. The findings establish the importance of color as a promoter of motorbike ownership.

Keywords: Humanistic, Aesthetics, Emotions, Color, Motorbike

Design Principles and Practices: An International Journal, Volume 2, Issue 3, pp.127-134. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.364MB).

Prof. Lalit K. Das

Head, IDDC, Indian Institute of Technology, New Delhi, Delhi, India

Prof. Lalit Kumar Das pioneered Industrial Design education at IIT Delhi. He graduated in Civil Engineering from IIT Kanpur. Thereafter he did his Masters of Technology in Design Engineering from IIT Delhi and then Master of Art in Industrial Design from the Royal College of Art, London. Prof. Das has wide-ranging deep probing interests in design and man’s innate potential to design. He has worked and designed products for the office, home, industry. He has also designed educational and research equipment. He has worked with artisans and has conceptualized distant education for artisans under the banner of IGNOU. He is deeply interested in sustainable approach to design and a non parochial non partisan framework for study of design. He has many publications to his credit. He has been engaging in the development of the forthcoming National Policy on Design. He has widely traveled and has worked at the Industrial Design Center, I.I.T. Bombay and at the Department of Fine Art, University of Manitoba, Canada. He has been actively promoting design at all levels of the society.

Dr. Amitoj Singh

PhD Research Scholar, Indian Institute of Technology, New Delhi, Delhi, India

Amitoj Singh is an Assistant Professor in Industrial Design Centre at IIT Delhi. He did his masters in Industrial design from IIT Delhi after graduating in mechanical engineering. He has an worked as a styling designer at Hero Honda Motors Ltd. for more than five years before starting his career in academics. He has lead various motorbike styling design projects in the past and has been instrumental in establishing an industrial design studio at Hero Honda. He is currently pursuing his doctoral research in the field of design and emotions. He is deeply interested in promoting design eductaion in all regions of India.


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