THIS POST IS RELATED TO COLORS USED IN VISUAL MERCHANDISING, FASHION DESIGNING: HOW DOES COLOR AFFECT A CUSTOMER? WHAT ARE THE WAYS FOR COLOR BLOCKING?. IT ALSO GIVES AN IN-DEPTH IDEA ABOUT THE FASHION TERMINOLOGY, LIKE PRIMARY COLOR, SECONDARY COLOR, HUE, SATURATION, VALUE, ANALOGOUS, COMPLIMENTARY, SPLIT COMPLIMENTARY, NEUTRAL, MONOCHROME, COOL COLORS, WARM COLORS..ETC.
Visual merchandising is
the activity and profession of developing the floor plans and three-dimensional displays in order to maximize sales. Both goods and services can be displayed
to highlight their features and benefits. ...
1. Supports sales- “the silent salesperson.
2. Supports retail strategies
3. Communicates with customers (without speaking a
word)
4. Communicates brand image/identity
5. Supports retailing trends
IMPORTANCE
OF COLORS IN V.M
Colors are able to
describe the psychological aspects of your VM display. The effects of the colors on
the viewer's eyes have no limits, Color is a visual language. It evolves with our
feelings and affects our life. The appeal of color is to use it beautifully. It
is one of the basic components of fashion and it is an important element of the
visual merchandising. Before we go in deep about colors first I would suggest
you to know a brief about the color theory and color terminology.
Basically colors are
divided into three groups.
1.
Primary colors- Red, Blue, Yellow
2. Secondary colors- Green, Orange,
Violet
3. Tertiary Colors- Redish-Orange,
Redish
PRIMARY
COLORS
Primary colors are the
basic colors, it cannot be created by mixing other colors. Red, Yellow and Blue
are considered as a primary color. By mixing these three colors in different
ratio we can achieve 1000s of colors.
SECONDARY COLOR
A color created by
mixing two primary colors is called a secondary color. And they are Orange,
Green and Violet. Secondary colors can only be created by mixing true primary colors
in equal ratio.
50%
Red + 50 % Yellow=Orange.
50% Yellow +50% Blue =Green. 50% Blue+ 50% Red= Violet.
TERTIARY COLOR
By mixing two secondary
colors we achieve tertiary color. The tertiary colors are Reddish -Orange,
Reddish -Orange, Bluish-green, Bluish-violet, Yellowish-Green, and Yellowish-
Orange
When a designer or a
visual merchandiser talks hue saturation monotone etc . fessional yo u should be very sound wi th
ter m inology. Below are the Color Vocabulary. As a fashion designer or a
merchandiser clear concept
ANALOGOUS- colors t hose are a d jacent to each other on the color wheel. ex-
Yellow & Green (
SPLIT COMPLMENTARY- continuous of are ti ve) If you will see in
tertiary colors, Split complimentary of Yellowish green is Red and violet.
HUE- hue ( b lack and white). EX-Red, Yellow, Blue, etc.
- TINT AND SHADES: tint tint color different variation
MONOCHROMATIC- use r ch anges, in simple word we can say a tint and shades of a single color is
Monochromatic, it is also termed as monotone. POLYCHROMATIC: - use more than two colors where only the value of color changes,
Monochromatic and polychromatic are similar in nature, Monochromatic has
variation of only one color where Polychromatic have set
NEUTRAL COLORS- mute in nature, generally black and white considered as neutral colors.
COOL & WARM COLORS- set
VALUE – value refers to the depth of a color, and it measured on the basis of percentage of original color, how
much black (shade added) or white mixed (tint)
CONTRAST – it colours
SATURATION- the
COOL & WARM COLORS
Cool
Colors
Cool colors include
green, blue, and purple. For quick reference if you divide the color wheel
diagonally upper part will be warm and lower part wi ll be cool colors. They are the colors of night, of water, of
nature, and are usually calming, relaxing, and somewhat reserved. Use cool
colors in your designs to give a sense of calm or professionalism.
Warm Colors
Warm colors ations of those three colors. These are
the colors of fire, of fall leaves, and of sunsets and sunrises, and are
generally energizing, passionate, and positive. e ct passion, happiness, enthusiasm, and energy.
Neutrals
Neutral colors are not
considered as a color but e
backdr o p in design & Display. Neutral colors common ly combined with
brighter accent colors. But they can also be used on their own designs, and
can create very sophisticated layouts. The look of th e Neutral colors in any
Design/display/artwork/composition is very much depends on the colors that
surround them.
How
Color theory is used in Visual Merchandising? What is color blocking?
As above said colours in all artwork, designs) In
a store/ windows, colors play a vital role.
Above sta ted theories (terminologies) are widely used in displaying the
merchandise. Human eyes see colors in increasing order (in terms of color-value) so while displaying the merchandise a Visual Merchandiser keeps in mind
the human perception and behavior.
Sudden change in color value (suppose a group of pale pink merchandise
is being displayed in a y look very irritating to the viewer) is not so much pleasing. Sometimes to
give contrast look; a designer use opposite (contrast color) If you are doing
it intentionally it may look good, (It depends on the types of merchandise and
story), in other hand if hezy ums y it can destroy your pre sentation. These
theories can be applicable for all kinds of display; pegging, folding, shelving
etc. In overall sto re designer apply some theory, manage color balancing and
color harmony so that it should guide the customer’s eyes to have a look of
entire store comfortably.
Use colors sparingly
for more effect, and to avoid overwhelming the audience. Similar color may
interact differently; a slight variation can change the tone or feel of the
information. Use color to indicate relationships between information, to convey
a particular message, or to emphasize the information. If message isn’t clearly
illustrated by a particular color choice, don’t use that color.
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| Neutral-colors-monotone |
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| Tint and shades |
Note- The photographs used in this blog post are not owned by the author( Fashion Technology
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