Page 191 - Kaleidoscope Academic Conference Proceedings 2024

Innovation and Digital Transformation for a Sustainable World

have been studied in detail. The key considerations governments have been studied in detail. The key
are described as: points are:
• Color palette: a combination of bright and dark • Visual Identity: Use of National Identity
colors for the primary color palette. Brighter Elements
colors are used for sub-pages and intuitive • Typography: The sans-serif font family is used
navigation. for the print media, while the sans-font family
• Typography: Serif font family is used for the is used for all digital platform communications.
headings, while sans family is used for body text • Imagery: Original images along with a focused
and sub-headings. messaging/storyline should be used.
• Use of Components: components to be designed • Accessibility: Content should be accessible
and tested based on the use case and designed through assistive technologies.
templates. • Iconography and logo: logos to be predefined
• Tone of voice: Use of warm yet authoritative for different use cases and used as per the
language that aligns with the government’s given scale and size.
overall messaging strategy.
• Iconography and logo: logo designed differently 5.5 National Government Websites
for print media and online platforms. Separate
categories of icons are created to create recall Landscape mapping of selected 5 websites to
values for the information. document the as-is scenario of branding. As a use
case, multiple National Government websites of India
5.3 National Guidelines and Design Systems have been studied, including the Ministry of Rural
Development, Ministry of Education, Ministry of
Study of available guidelines on accessibility and Agriculture and Farmers’ Welfare, and Ministry of
unified visual identity of the Indian digital footprint. Health and Family Welfare. The studied points are:
In this use case, the User Experience Design and • Visual Identity: Use of Indian flag colors as the
Technology (UXDT) guidelines of the National primary color palette.
Informatics Centre and the guidelines of UX4G, a • Accessibility: English and Hindi are used in
Digital India initiative designed to enhance the user’s adherence to India's multilingual policy along
experiences for accessing digital services with the with GIGW guidelines for universal
goal of creating user-friendly, personalized accessibility.
experiences, have been followed. The considerations • Overall Branding Consistency: Lack of
are: consistency across brand elements—color
• Visual Identity: A combination of colors for the schemes, typography, website layouts.
websites, navigation scheme, consistent • Information Architecture: Inconsistent
information architecture, and visual branding navigation schematic across different websites.
(logos, etc.)
• Typography: The Sans font family is used for 6. GUIDELINE AS DIGITAL BRAND
the headings and body text. IDETITY MANUAL (DBIM)
• User Navigation: Navigation and UX writing to
be the same for all websites to give a unified Based on the summarized theoretical and empirical
outlook. background, twenty guidelines for the usable design
• Accessibility: Multilingual options are to be and branding of government websites are derived.
considered to cater to audiences with language The main goal of these guidelines is to support
barriers. Captions are to be provided for all pre- website developers in the design phase, considering
recorded and live audio and video content. harmonization across all government websites. The
Platforms to have multilingual options. following sections summarize these guidelines, using
the same structure as in the theoretical background.
• Iconography: The Emblem of India is used The primary purpose of the DBIM is to define the key
consistently across all pages of websites. elements that will contribute to a unified and
consistent visual identity for the Government of India
5.4 International Guidelines in the digital realm. The DBIM aims to achieve two
overarching goals:
Global digital design standards, brand recall and • Act as a style guide: The DBIM outlines the
recognition, and enhanced global visibility. As a use elements necessary to bring harmonization to the
case, the brand guidelines of the City of Boston and digital footprint of the Government of India.
the design systems of the New Zealand and Singapore

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