To make the app look simple the screen will have to contain only the necessary information and icons for easy navigation, by doing so this will make the app efficient to use.
The app creates a profile of the unique users and collects data from the shops that they like to shop at and products they usually buy, because of this it will help the app make comparisons that are useful for the user and make it as effective at its purpose as possible.
With the app creating a profile of the user and being personalised to them i wanted to create it so that it had a personal feel to it without looking unprofessional. This could be reflected in the choice of typeface possibly using a font that looks like handwriting.
Colour scheme
The colour scheme of the application will need to reflect its purpose, intended audience and overall intended feel to the app, but still wanting to make the app feel personal. Looking at the research into existing apps i found that most use a white background, this works well as it is bright, clean looking, doesn't look overcomplicated/too distracting and keeps all the attention on the products and information, Because of this i think the use of white would work well as it would draw attention to the products which is the main focus point of the application.
For the type i will use black/grey. Black for the more important text and grey for subheadings and links.
With the apps name being amber i think it would be appropriate to use a hint of amber to highlight certain part of information throughout the app and add a statement colour.
colours - white, black, grey and amber
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