- Information Architecture concerns structure
information architecture focuses on the organisation and structure of content in a manner in which a user can navigate through it. Digitally speaking, it can range from a simple brochure site all the way to a complex information system. Information Architects work to create usable content structures out of complex sets of information.
- User Experience concerns emotion

User Experience Designers take a site’s information architecture one step further, considering not only its navigation but also its ability to facilitate engagement. To do this, they employ user-centered design to produce a cohesive, predictable, and desirable effect in their target audience.
from "http://www.uxbooth.com/articles/the-difference-between-ia-and-ux-design/"
- Product design
Interaction design focuses on the behaviour of individuals using a product, but product design encompasses the entire range of research, concept, and execution and testing of a product. Product design includes interaction, visual, UI and UXdesign.
from "https://www.quora.com/What-is-the-primary-difference-between-a-product-designer-and-an-interaction-designer"
- Visual design
How it looks. more about making sure the website looks good.
from "https://uxdict.io/the-differences-interaction-design-vs-visual-design-dae7b454be77

Recognition rather than recall
Minimize the user's memory load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.

Flexibility and efficiency of use
Accelerators — unseen by the novice user — may often speed up the interaction for the expert user such that the system can cater to both inexperienced and experienced users. Allow users to tailor frequent actions.
Aesthetic and minimalist design
Dialogues should not contain information which is irrelevant or rarely needed. Every extra unit of information in a dialogue competes with the relevant units of information and diminishes their relative visibility.
Help users recognize, diagnose, and recover from errors
Error messages should be expressed in plain language (no codes), precisely indicate the problem, and constructively suggest a solution.
Help and documentation
Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large.

Our client: Megafash
competitors: Minitoons, Typo,  Monoyono
MINI TOONS is the leading Gifts and Lifestyle retail chain store in Singapore. Their business has grown from a modest push cart stall in SuntecCity to an expanding chain of 6 outlets.

(source: https://en.wikipedia.org/wiki/Color_theory )

History/Background:
color theory principles first appeared in the writings of Leone Battista Alberti and the notebooks of Leonardo da Vinci, a tradition of "colory theory" began in the 18th century, initially within a partisan controversy over Isaac Newton's theory of colour (Opticks, 1704) and the nature of primary colours. From there it developed as an independent artistic tradition with only superficial reference to colorimetry and vision science.
(source: https://en.wikipedia.org/wiki/Color_theory#Color_abstractions)

Colours may also convey specific meanings depending on cultural background. 
for example: 

(source: https://www.sitepoint.com/using-color-schemes-in-mobile-ui-design/)

Web Resources:
■https://en.wikipedia.org/wiki/Color_theory 

■https://en.wikipedia.org/wiki/Color_theory#Color_abstractions

■https://www.sitepoint.com/using-color-schemes-in-mobile-ui-design/

Client B: ‘What do I do with this thing? It’s just a grouping of boxes and lines and certainly does not look like a website/app. I also don’t like the gray. Where’s the color? And I don’t know what ‘lorem ipsum’ means; my site/app should be in English. 

(source: https://www.orbitmedia.com/blog/7-reasons-to-wireframe/)

(source: https://en.wikipedia.org/wiki/Lorem_ipsum)

Client C: ‘Ok, I understand the comparison to building a house. What else do you need from me? How do I know what to look at and when?’ ‘So what happens next?’ What would be your response to this client’s comments?