Subject: Merchandising Session: 12 Content: Color concepts. Use of color concepts for merchandise development Jagriti Mish...
Colors <ul><li>Color is the biggest motivation for shopping and people buy colors before they buy size, fit, or price. </l...
Physical and psychological reactions to color <ul><li>Effect of colors on people and their mood while shopping </li></ul><...
Yellow <ul><li>Sunshine and Gold, </li></ul><ul><li>Happy, Bright, Cheerful, Vital, Fun filled, Alive </li></ul><ul><li>Da...
Orange <ul><li>Friendly, Sociable color </li></ul><ul><li>Agreeable, overt, glowing and incandescent </li></ul><ul><li>Exc...
Red <ul><li>Exciting, Stimulating </li></ul><ul><li>Loving, Powerful, Sexy </li></ul><ul><li>Assertive, demanding, obvious...
Purple <ul><li>Royalty And Wisdom </li></ul><ul><li>Nobility, Envy, Sensuality, Spirituality, Creativity, </li></ul><ul><l...
Pink <ul><li>Spring,  </li></ul><ul><li>Gratitude,  </li></ul><ul><li>Appreciation, Admiration, Sympathy, </li></ul><ul><l...
Brown <ul><li>Earthy,  </li></ul><ul><li>Environmental  </li></ul><ul><li>Comforting  </li></ul><ul><li>Calm, Depth, Natur...
Green <ul><li>Nature </li></ul><ul><li>Initiative </li></ul><ul><li>Wealth </li></ul><ul><li>Rebirth And Renewal.  </li></...
Blue <ul><li>Stable </li></ul><ul><li>Depression </li></ul><ul><li>Sea, Sky,  </li></ul><ul><li>Peace, Unity,  </li></ul><...
White <ul><li>Purity, Neutrality </li></ul><ul><li>Youth </li></ul><ul><li>Sterility </li></ul><ul><li>Light </li></ul><ul...
Black <ul><li>Death </li></ul><ul><li>Intelligence  </li></ul><ul><li>Rebellion  </li></ul><ul><li>Mystery  </li></ul><ul>...
Gray <ul><li>Elegance </li></ul><ul><li>Stability </li></ul><ul><li>Subtlety </li></ul><ul><li>Wisdom </li></ul><ul><li>Ol...
 
 
The Color Wheel
Primary Colors <ul><li>Red, yellow and blue </li></ul><ul><li>In traditional color theory, these are the 3 pigment colors ...
SECONDARY COLORS <ul><li>Green, orange and purple </li></ul><ul><li>These are the colors formed by mixing the primary colo...
TERTIARY COLORS <ul><li>Yellow-orange, red-orange, red-purple, blue-purple, blue-green and yellow-green. </li></ul><ul><li...
Analogous color scheme <ul><li>Analogous colors are colors that are adjacent to each other on the color wheel. Some exampl...
Monochromatic color scheme <ul><li>The monochromatic color scheme uses variations in lightness and saturation of a single ...
Complementary color scheme <ul><li>Colors that are opposite each other on the color wheel, such as blue and orange, red an...
Triadic color scheme <ul><li>The triadic color scheme uses three colors equally spaced around the color wheel.  </li></ul>...
Neutral color scheme <ul><li>A color scheme that includes only colors not found on the color wheel, called neutrals, such ...
Warm and cool colors .  Warm colors  are vivid and energetic, and tend to advance in space.  Cool colors  give an impressi...
<ul><li>Tints  - adding white to a pure hue </li></ul><ul><li>Tones  - adding gray to a pure hue </li></ul><ul><li>Shades ...
COLOR HARMONY <ul><li>Harmony can be defined as a pleasing arrangement of parts </li></ul><ul><li>It engages the viewer an...
 
 
<ul><li>Analogous colors are any three colors which are side by side on a 12 part color wheel, such as yellow-green, yello...
A color scheme based on complementary colors <ul><li>Complementary colors are any two colors which are directly opposite e...
A color scheme based on nature <ul><li>Nature provides a perfect departure point for color harmony.  </li></ul>
Color Context <ul><li>How color behaves in relation to other colors and shapes is a complex area of color theory   </li></ul>
 
Different readings of the same color
Dimensions of the color story <ul><li>Selection of a color palette </li></ul><ul><li>Color story combined with prints, yar...
Fashion leaders Majority Laggards Color loyal Color prudent Color forwards
Color cycles <ul><li>Periodic shifts in color preferences </li></ul><ul><li>Patterns of repetitions in colors </li></ul>
 
 
 
 
 
 
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Merchandising 12

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

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