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Merchandising 12
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Merchandising 12


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  • 1. Subject: Merchandising Session: 12 Content: Color concepts. Use of color concepts for merchandise development Jagriti Mishra, NIFT, Gandhinagar
  • 2. 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?
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Pink
    • Spring,
    • Gratitude,
    • Appreciation, Admiration, Sympathy,
    • Socialism,
    • Feminity, Health,
    • Love, Romance, Marriage, Joy,
    • Flirtatiousness,
    • Innocence
    • Child-like
  • 9. Brown
    • Earthy,
    • Environmental
    • Comforting
    • Calm, Depth, Nature,
    • Stability, Tradition,
    • Roughness,
    • October,
    • Simplicity
    • Dependability
  • 10. Green
    • Nature
    • Initiative
    • Wealth
    • Rebirth And Renewal.
    • Rejuvenation And Energy
    • Nature
    • Spring
    • Fertility
    • Vigor
    • Generosity,
  • 11. Blue
    • Stable
    • Depression
    • Sea, Sky,
    • Peace, Unity,
    • Harmony, Tranquility,
    • Calmness, Trust,
    • Cool
    • Confidence
    • Water, Ice
    • Dependability
    • Winter,
  • 12. White
    • Purity, Neutrality
    • Youth
    • Sterility
    • Light
    • Purity
    • Truth, Snow
    • Peace,
    • Innocence, Simplicity
    • Winter, Coldness,
    • Fearfulness
    • Hope
    • Empty
  • 13. Black
    • Death
    • Intelligence
    • Rebellion
    • Mystery
    • Power
    • Sophistication
    • Formality, Elegance, Wealth, Style,
    • Mystery, Evil, Fear
    • Seriousness, Sorrow
  • 14. Gray
    • Elegance
    • Stability
    • Subtlety
    • Wisdom
    • Old Age
    • Pessimism
    • Boredom, Decay, Decrepitude, Dullness
    • Pollution, Urban Sprawl
    • Balance, Neutrality
    • Mourning, Formality
  • 15.  
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  • 17. The Color Wheel
  • 18. 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
    • Green, orange and purple
    • These are the colors formed by mixing the primary 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. 
  • 21. 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.
  • 22. 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.
  • 23. 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.
  • 24. 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.
  • 25. 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
  • 26. 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.
  • 27.
    • 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
    • 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.
  • 29.  
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  • 31.
    • 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
  • 32. 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.
  • 33. A color scheme based on nature
    • Nature provides a perfect departure point for color harmony.
  • 34. Color Context
    • How color behaves in relation to other colors and shapes is a complex area of color theory
  • 35.  
  • 36. Different readings of the same color
  • 37. 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.
  • 38. Fashion leaders Majority Laggards Color loyal Color prudent Color forwards
  • 39. Color cycles
    • Periodic shifts in color preferences
    • Patterns of repetitions in colors
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