Varsha Govil: India’s colours speak the language of emotion—rich, expressive, and deeply rooted in culture

India is a land where colours are more than just visuals—they are stories, traditions, and emotions woven into the daily fabric of life.

From the ochre sand dunes of Rajasthan to the rolling green hills of Nagaland; from Gujarat’s intricate purple Bandhani patterns to the fiery red sindoor of a newlywed Bengali bride; from the emerald waters of Lakshadweep to the copper mountains of Zanskar, every hue tells a story.

At Samsung Design Delhi (SDD), a world-class design centre nestled in the heart of Delhi NCR, these colours don’t just inspire—they shape the future of design. SDD works across product categories including smartphones, digital appliances, visual displays, and more. And apart from designing products, SDD explores new design trends and collaborates with co-located local R&D centres, manufacturing units, marketing and product planning teams.

As technology becomes more emotion-driven, colours shape how we connect with products. For Arti Potdar, Colour Material and Finish (CMF) Specialist in the Industrial Design Group at SDD, colour is more than just aesthetics – it’s an emotional bridge between culture and innovation. “In India, colours tell stories, evoke emotions, and celebrate traditions. Holi, the festival of colours, reminds us that colour is something we experience, not just see,” she said.

Potdar is not alone. At SDD, where India’s vibrancy meets global innovation, a team of young designers are at the heart of this design thinking.

Arti Potdar: Holi, the festival of colours, reminds us that colour is something we experience, not just see

Designing with the Colours of India

Samsung’s Design Identity—Essential∙Innovative∙Harmonious—is deeply embedded in how products are crafted. CMF decisions blend modern sensibilities with cultural resonance, ensuring every hue creates a sensory rich, meaningful experience.

Varsha Govil, is a UX Designer with specialization in Visual Design, believes colour is more than just a visual element—it’s an emotion that shapes perception and interaction.

“India’s colours speak the language of emotion—rich, expressive, and deeply rooted in culture. At SDD, we channel this energy into UX, crafting experiences that are inspired locally yet resonate globally.

This philosophy extends to smartphone wallpapers, where the first impression sets the mood and creates an instant connection. As technology evolves, colour continues to shape how we experience these moments, making them more intuitive, personal, and uplifting,” she said.

Samsung Design Delhi’s office space is also based on Samsung’s Design Identity – Essential∙Innovative∙Harmonious

The Power of Colour in Design

Colour is more than just a design choice. It’s a feeling, a personal expression, and a cultural connection. Whether in smartphones, digital appliances, or other consumer electronics, colour defines how people experience technology.

At SDD, designers blend cultural insights with innovation to craft products that resonate with evolving lifestyles and aspirations. This philosophy extends to smartphone CMF, where extensive research ensures every shade speaks to the consumer’s personality.

Even in digital appliances, colours transform everyday spaces, balancing functionality with emotional warmth. In consumer electronics, colour plays a vital role in creating seamless, visually engaging environments that feel both futuristic and familiar.

A Celebration of Creativity

As India continues to inspire the world with its vibrant colour palette, SDD stands as a testament to the country’s creative force. For young designers at SDD, the journey is as vibrant as the nation itself—where every day is an opportunity to blend tradition with technology, heritage with modernity, and colours with creativity.

In a world where design has the power to connect, India’s colours do more than just inspire—they bring people together. And at SDD, with human-first design, these colours inspire the world.

In step with users’ needs, Samsung has refined and reimagined its original human-centered design philosophy established in 1996 — “Inspired by Humans, Creating the Future.”

This new design direction brings together Samsung’s commitment to innovating with purpose and delivering meaningful improvements to lives. Explore the evolution of Samsung Design Identity through the infographic below.