Who is the metro for: We asked participants to observe a collection of photographs and identify people who they are likely or unlikely to see in the metro. Their answers confirmed the idea that the metro is perceived as the go-to mode of transportation for white-collar office employees and college students.

Participants sorted cards of images of people across different sections of society into modes of transport they would be using.

Design of Visual Cues: “ENGLISH FIRST”

The association between the metro and this alienated crowd was further enhanced through the linguistic and visual design. Respondents felt that the flavor of the local vernacular was missing from the metro environment – on the inside, it does not feel like it is part of the city.

The colors, visual elements, and instructions are culturally alien to the Indian commuter.

Minimalist, geometric art and bodies without faces are unfamiliar and their messages are hard to understand.

Social Evasion