Subject: Merchandising Session: 12 Content: Color concepts. Use of color concepts for merchandise development Jagriti Mishra, NIFT, Gandhinagar
Subject: MerchandisingSession: 12Content: Color concepts. Use of color concepts for merchandise development
Jagriti Mishra, NIFT, Gandhinagar
Colors
• Color is the biggest motivation for shopping and people buy colors before they buy size, fit, or price.
• New color schemes / color coordination bring customers on floor
• Subtle? daring? sophisticated? inviting?
Physical and psychological reactions to color
• Effect of colors on people and their mood while shopping
• Colors can make up the mood or can calm
• Also colors can make us feel physically hotter or colder
• Effects of colors vary due to cultural and regional differences, also over a period of time
Yellow
Sunshine and Gold,
Happy, Bright, Cheerful, Vital, Fun filled, Alive
Daisies, Marigold, Lemon
Optimism, Relaxation, Wide open armed acceptance of world, Suggestive of change, challenge and innovation
Spring, Summer, Easter
Orange
Friendly, Sociable color
Agreeable, overt, glowing and incandescent
Exciting, vibrant and filled with anticipation
Fire and Flame
A rising sun in tropics or a setting sun in desert
Halloween and autumn leaves
Red
Exciting, Stimulating
Loving, Powerful, Sexy
Assertive, demanding, obvious, or cheap and vulgar
Valentine’s day, Christmas, Father’s Day, Patriotism, Sale
Warning, fear , fire, popular
Purple
Royalty And Wisdom
Nobility, Envy, Sensuality, Spirituality, Creativity,
Wealth, Royalty, Ceremony, Mystery, Wisdom,
Enlightenment, Arrogance,
Flamboyance, Gaudiness,
Exaggeration,
Sexuality, Confusion, Pride,
Riches, Romanticism Delicacy
Pink
Spring,
Gratitude,
Appreciation, Admiration, Sympathy,
Socialism,
Feminity, Health,
Love, Romance, Marriage, Joy,
Flirtatiousness,
Innocence
Child-like
Brown
Earthy,
Environmental
Comforting
Calm, Depth, Nature,
Stability, Tradition,
Roughness,
October,
Simplicity
Dependability
Green
Nature
Initiative
Wealth
Rebirth And Renewal.
Rejuvenation And Energy
Nature
Spring
Fertility
Vigor
Generosity,
Blue
Stable
Depression
Sea, Sky,
Peace, Unity,
Harmony, Tranquility,
Calmness, Trust,
Cool
Confidence
Water, Ice
Dependability
Winter,
White
Purity, Neutrality
Youth
Sterility
Light
Purity
Truth, Snow
Peace,
Innocence, Simplicity
Winter, Coldness,
Fearfulness
Hope
Empty
Black
Death
Intelligence
Rebellion
Mystery
Power
Sophistication
Formality, Elegance, Wealth, Style,
Mystery, Evil, Fear
Seriousness, Sorrow
Gray
Elegance
Stability
Subtlety
Wisdom
Old Age
Pessimism
Boredom, Decay, Decrepitude, Dullness
Pollution, Urban Sprawl
Balance, Neutrality
Mourning, Formality
The Color Wheel
Primary Colors
• Red, yellow and blue
• In traditional color theory, these are the 3 pigment colors that can not be mixed or formed by any combination of other colors. All other colors are derived from these 3 hues
SECONDARY COLORS
• Green, orange and purple• These are the colors formed by mixing the
primary colors.
TERTIARY COLORS
• Yellow-orange, red-orange, red-purple, blue-purple, blue-green and yellow-green.
• These are the colors formed by mixing a primary and a secondary color. That's why the hue is a two word name, such as blue-green, red-violet, and yellow-orange.
Analogous color scheme
• Analogous colors are colors that are adjacent to each other on the color wheel. Some examples are green, yellow green, orange and yellow.
• The combination of these colors give a bright and cheery effect in the area, and are able to accommodate many changing moods.
• When using the analogous color scheme, one should make sure there is one hue as the main color.
Monochromatic color scheme
• The monochromatic color scheme uses variations in lightness and saturation of a single color.
• This scheme looks clean and elegant.
• Monochromatic colors go well together, producing a soothing effect.
• The monochromatic scheme is easy to manage, and always looks balanced and visually appealing.
• This scheme lacks color contrast. It is not as vibrant as the complementary scheme.
Complementary color scheme
• Colors that are opposite each other on the color wheel, such as blue and orange, red and green, purple and yellow.
• Complementary color schemes have a more energetic feel
• The high contrast between the colors creates a vibrant look, especially when used at full saturation.
• The complementary color scheme offers stronger contrast than any other color scheme, and draws maximum attention.
• This scheme is harder to balance than monochromatic and analogous schemes, especially when desaturated warm colors are used.
Triadic color scheme
• The triadic color scheme uses three colors equally spaced around the color wheel.
• This scheme is popular among artists because it offers strong visual contrast while retaining balance, and color richness.
Neutral color scheme
• A color scheme that includes only colors not found on the color wheel, called neutrals, such as beige, brown, white, black, and gray
Warm and cool colors.
Warm colors are vivid and energetic, and tend to advance in space. Cool colors give an impression of calm, and create a soothing impression.White, black and gray are considered to be neutral.
• Tints - adding white to a pure hue
• Tones - adding gray to a pure hue
• Shades - adding black to a pure hue
Tints, Shades, and Tones
COLOR HARMONY
• Harmony can be defined as a pleasing arrangement of parts
• It engages the viewer and it creates an inner sense of order, a balance in the visual experience.
• When something is not harmonious, it's either boring or chaotic. • The human brain will reject under-stimulating information.
• At the other extreme is a visual experience that is so overdone, so chaotic that the viewer can't stand to look at it.
• The human brain rejects what it can not organize, what it can not understand.
• The visual task requires that we present a logical structure.
• Analogous colors are any three colors which are side by side on a 12 part color wheel, such as yellow-green, yellow, and yellow-orange. Usually one of the three colors predominates.
A color scheme based on analogous colors
A color scheme based on complementary colors
• Complementary colors are any two colors which are directly opposite each other, such as red and green and red-purple and yellow-green.
A color scheme based on nature
• Nature provides a perfect departure point for color harmony.
Color Context
• How color behaves in relation to other colors and shapes is a complex area of color theory
Different readings of the same color
Dimensions of the color story
• Selection of a color palette• Color story combined with prints, yarn-dyed
fabrics, etc.• Right color story to sell the products• Color forecasters work 18-24 months in
advance• Gauge the tastes and preferences of the
customers.
Fashion leaders Majority Laggards
Color loyal
Color prudent
Color forwards
Color cycles
• Periodic shifts in color preferences• Patterns of repetitions in colors