Approximately 20 million people worldwide are estimated to be affected by colour-blindness. It can be challenging for young people, particularly women to do simple tasks such as shopping and following fashion, leading to a lack of confidence and alienation.
Idea:
Behue is a service design created to enhance colour-blind women’s shopping experience. This is by creating a colour coded system that helps them match and identify the colours they shop for. The coding system consists of geometric symbols and shapes.
In collaboration with UNIQLO, a Japanese clothing brand known for its casual wear and simple fashion, Behue implements its coding system across the store.
Duration:
4 weeks
Media:
Adobe Photoshop (Ps)
Adobe Illustrator (Ai)
Awareness
Posters will be implemented across London to act as brand activation and raise awareness on colour-blindness
Consideration
An interactive screen in UNIQLO will be introduced where colour-blind individuals can scan their items to get recommended accessories and items that match and where to locate it within the store. Additionally, a sensory experiential design experience will be introduced, where part of the store will be lit in red LED light for regular shoppers experience how colour-blind people struggle to identify colours when shopping.
Purchase
The colour coded system will be embedded in clothing and item tags with QR codes for colour identification. Utilising the RE.UNIQLO STUDIO, a studio in UNIQLO that specialises in stitching and repairing clothing, a free voucher will be given to each colourblind individual for them to stitch the colour coding onto their clothing
Retention
The Behue app is developed with various features that include a colour scanner, a community platform to share experiences and ideas with other colour-blind individuals and more information on the colour coding system.
