The document discusses how NGOs and self-help groups in Chandigarh create handicraft products using local skills like embroidery, weaving, and stitching. However, many of these artisans are not aware of color forecasting trends and psychology and rely only on personal experience when selecting colors. Designers working with one group helped significantly increase their earnings. The document advocates educating artisans on color trends and psychology through references from fashion magazines and color forecast reports to help make their products more attractive and commercially successful.

1. Sumita Sikka
Assistant Professor
University Institute of Fashion Technology
Panjab University
Chandigarh

2. There are number of self-help groups
(SHGs), NGOs getting financial
assistance from Ministries/ Boards/
Departments of Central and State
Governments. For empowering women
to earn their livelihood through stitching n
tailoring, embroidery, weaving by
creating lifestyle products like wallets, file
folders, cushion covers, curtains, hand
fans and mobile covers, stoles, dupattas,
durries, matts etc .
The Dhurrie Chair by
Pål Rodenius, photography by Hugh
Frost

3.  The D.C.(H), Ministry of Textiles &
NABARD under various schemes are
sponsoring their marketing activity in
the prime cities and Chandigarh is one
of them.
 Few of NGOs & SHGs have earned
recognition at various national and
international forums for propagating
‘phulkari’.

4.  Survey of various exhibitions in
Chandigarh revealed that most of the
artisans/NGOs/SHGs etc are not aware
of colour forecasting and psychology of
colour.
 Most of these groups do not employ
designers and rely on market feedback
and personal experience for applying
colour knowledge to product.
 The Patiala Handicraft Workshop
Cooperative Society (PHWCS) started
three times more earnings when helped
by designers to polish their skills. (Gera,
2011)

5.  All colour look good when a product is
complete.
 What ever available colour they have, they
put them together and pick up few based on
personal judgment .
 They are selling almost 60- 65 % of products
based on personal preference of colour so
have never though of working on it
personally.
 Colour suggested by designers are dull and
are liked by people of high taste.
 Traditional products like phulkari always look
good in any bright colour combinations.
 Home textiles and traditional textiles do not
follow latest colour trends.

6.  It is small step to link knowledge with
community service.
 Taking into consideration the limitation
of NGOs and SHGs to afford services
of designers.
 To create awareness about
importance of colour in any design.
 To impart knowledge to project
coordinators about easily available
colour references.
 To provide method for effective usage
of colour story.

7.  Colour is the most integral part of any
product. It is the first element to
stimulate our sense to feel about a
product, makes it more attractive.
 Our emotional response to colour
changes with passage of season and
other social, psychological factors
 There are various research agencies
all over the world who are involved to
predict colours for every fashion
season.

8.  92% Believe colour presents an image of
impressive quality

90% Feel colour can assist in attracting new
customers
 83% Believe colour makes them appear more
successful
 81% Think colour gives them a competitive edge
 76% Believe that the use of colour makes their
business appear larger to clients
Source: Conducted by Xerox Corporation and International Communications Research from February 19,
2003 to March 7, 2003, margin of error of +/- 3.1%. (Morton)

9.  Forecasting –Not Simply Guesswork
 Forecasting means predicting fashion
trends based on various inspirations.
 There are many companies in major
fashion cities of the world which are
predicting fashion trends in basic four
categories i.e.
 colours _ fabrics _ patterns _
accessories
 It is done well in advance of selling
season.

10.  Consumer Intelligence- behaviour, beliefs,
influences, cultural elements &wants.
 Creative Intelligence
 Marketing Intelligence
 The creation of Colour Card – 18 months
ahead of season
 The colour range is ready and is first
presented to the exhibitors of trade show.
 Fabrics trade fairs – One year ahead of
season.
 Presented in fashion fairs by leading
designers and big brands six month ahead of
season.

11.  Colour prediction for autumn/winter and
spring/summer is done separately.
 Colour is predicted 2 years ahead of time.
 They develop colour palettes based on
various technological developments as well
as social, psychological, economic and
cultural moods.
 Mainly 5-8 themes( 3-4 new & 2 classic, 1-
2retro ) for each season are shown on trend
boards
 These colour palettes are also used by non-
fashion publications like gardening, travel
and interior, film magazines.

12.  Companies- Promostyl , Paris;
NellyRodi, Amsterdam- Netherland; OPR
(aka Overseas Publishers
Representatives), New York; Here and
There ; To be ;Heimtextile, Frankfurt-
Germany
 This information passes down in journals
and magazines.
 Journals-International Textiles, Textile
View, Apparel on line,etc
 Fashion Magazines - Vogue, Marie-
Claire , Elle
 Websites for runway shows-
firstview.com, wgsn.com

13. Price range of these
publications are very high
Source - (OPR)

14.  Pantone colour planner fall winter 2012-13

15. Colour Forecasting for -spring
summer 2014
Source - http://www.fashion-
magazines.com/forecasts/color_services.asp
x

16. SPRING /SUMMER
2014
Designer-Avinash kumar for Tavisha-ethnic
wear, Max

17. SS 14 PRIMARY PERFECTION
A palette of strong primary colors saturated in a range of rainbow inspired
hues. From grassy greens and sky blues, to bordering fluorescent acidic
yellows, combined with candy apple reds and fun fuchsia bright.
Designer-Avinash kumar for Tavisha-ethnic wear, Max

18. B LU E REVIVAL
The vibration if blue can be used to open energy flow where it is blocked.
Imagery is drawn from traditional Mediterranean ceramics and from folk
inspired source. Worked as all-over or placements or as decorative
border.

19.  ColourReferencesforspringsummer2014
 monuments, Roads, Nail Paints, hair colours, flowers, birds,sunrays
reflection on river/ ocean. Starting from Bindi till colours of nature.
 Some of the colors HIT for Indian weddings are:

20. Their BridalCollection

21. Designer- Gaurav Kumar,
Santushti shopping complex ,
New Delhi
 Says –
 He makes his colour palatte after
researching for latest prints and trims
in Delhi markets like Lajpat Rai
market, Nehru place market,
Selampur market for fabrics.
 Kinnari bazaar for trims.
 Nayi sadak for getting dye able
fabrics.

22. As latest magazines also use colour
forecasting so taking out page with its
complete background or only picture
will give good idea of harmony in the
colour scheme .
Student – Avinash Niift F.D. IV (2008)

23. Taking background
into account as per
Gestalt Principles of
design -suggesting the
whole is greater than the
sum of its parts.
1.Figure/Ground
2. Similarity
3. Proximity
4. Closure
5. Good Continuation
(Continuity)
6. Symmetry or Order
Founders of gestalt theory -
Max Wertheimer, Wolfgang
Kohler, and Kurt Koffka.

24. Colour scheme
created for NGO
Mind grasp
totality
of something
before going in
for details.
(Tuck, 2010)

25.  Thinking in terms of colour will help in
creating success stories.
 Getting inspired by references will yield
better result .
 Interactions of academician with artisans
will help in strengthening communities.
 Making coordinators Of NGOs/ SHGs
aware will help in their success and will
directly affect the earning of artisans.

26.  Non Fashion Magazines- like interior
designing, gardening, Film magazines
also refering them for colours.
 Retail outlets of latest printed Fabrics
–
 Kohinoor Plaza sector 17, Kala
emporium and surrounding shops in
sector 11 market, Chandigarh.
 Retail Outlets of latest trims- Babe di
hatti, Sector 20, lace house , Sector

27. References
 Aspelund, K. (2006). The Design Process. New York: Fairchild Publications.Inc.
 Gera, K. (2011, April 12). Phulkari empowers women in punjab. Retrieved March 8, 2014, from
Business standard: http://www.business-standard.com/article/sme/phulkari-empowers-women-in-
punjab-111041200136_1.html
 Gestalt Principles. (n.d.). Retrieved from
http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm
 McKelvey, K., & M, J. (2003). Fashion Design: Process, Innovation & Practice. UK: Blackwell Science .
 Morton, J. (n.d.). Research. Retrieved March 8, 2014, from colorcom.com:
http://www.colorcom.com/research/why-color-matters
 OPR. (n.d.). Forecastes . Retrieved March 9, 2014, from Colour Services: http://www.fashion-
magazines.com/forecasts/color_services.aspx
 Morton, J. (n.d.). Research. Retrieved March 8, 2014, from colorcom.com:

28. References
 PremiereVision. (n.d.). Organization Presentation. Retrieved March 9, 2014, from
http://www.premierevision.com/en/Organization/Presentation
 Premierevision. (n.d.). The creation of color card. Retrieved March 9, 2014, from Fashion &
Creativity: http://www.premierevision-newyork.com/Fashion-creativity/Info-seminars
 S. S. Memorial Educational Society. (n.d.). Annual Report April 2012- March 2013. Retrieved
March 9, 2014, from News and Publications: http://www.ssmes.org/index_files/report2012-
13.pdf
 Tuck, M. (2010, August 17). Gestalt Principles applied in Design. Retrieved March 9, 2014,
from Six revisions: http://sixrevisions.com/web_design/gestalt-principles-applied-in-design/
