The Psychology of Color in Fashion Brands
The Psychology of Color in Fashion Brands
By Sophie Amen
Not only can the clothing we put on every day influence how others see us, but it can also influence how we see ourselves. Different colors in our everyday outfits can evoke various feelings and create specific impressions that ultimately contribute to our mentality and everyday behavior.
Article cover image from Dupe Photos
While warm colors signify positivity and excitement and cooler colors signal tranquility and peace, color psychology can go vastly deeper than that by analyzing how colors shape one’s identity and the intended message they put out in the world.
Though color psychology is crucial to one’s own introspection and individual style, it is also quite prevalent in the greater melting pot of fashion brands and labels. In the fashion industry, brands utilize color psychology through how they market themselves, tapping into the emotions of customers and therefore using color to their benefit.
Timeless brands apply aesthetic considerations to create a recognizable visual identity; hence why they are considered so timeless and iconic.
Hermès is instantly recognizable for its iconic orange shade. Splattered across multiple products from accessories to clothing, the color has undeniably become associated with the brand’s image. Combining the passion of red with the optimism of yellow, the color orange is indicative of adventure and self-confidence. The color’s characteristics explain why Hermès is known for impeccable style and overall joy when seeing their quintessential orange packaging and shopping bags. Exuding sophistication and luxury while also maintaining an attitude of enthusiasm, Hermès seamlessly combines the two to create their public view.
Prada’s signature green hue, otherwise known as “Prada Green,” has become synonymous with the brand ever since the first Prada Green store opened in Milan in 1983. Prada Caffè, located in London, is filled with shades of the color. Given that light green symbolizes newness and refreshment, Prada effortlessly reflects this with its stylish and avant-garde concepts. Known for its clean aesthetic and light green walls, these elements in Prada’s concept stores come together to form the perfect scenario.
Some brands associate themselves with extravagant and eye-catching colors, while others cleverly stick to and embody the classiness of neutral tones. Chanel, for example, is known for their dedication to black (an homage to the innovative “little black dress”), white, and beige, with pops of red and gold used throughout their marketing and products. While these colors may seem bland, Chanel creates a chic and sophisticated tone. White, symbolizing purity and cleanliness, and black, signifying elegance, power, and wealth, create the perfect blend of simplicity and style.
While these colors may have been originally put in place within a specific historical context, they have and always will be seen as symbolic, reflective, and synonymous with a brand’s image.
In fashion, color psychology is something that shapes the wearer’s identity and how they are perceived in society. Brands meticulously and intricately weave colors within their designs, packaging, labels, and collections to elicit certain feelings and provide cohesivity to their public image.
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