Even though we are rational beings, most of our decisions are still based on our feelings. Our emotional attachments to a thing or a product make us reliable customers of a brand. Our feelings are connected with the appearance of colours. Every colour tells different stories in different layouts. It has a powerful psychological effect on people’s emotions, making it a highly successful marketing tool. Therefore, Fashion companies pick colour schemes that reflect their core beliefs. They use colour to define their brands, as colour rests among the most crucial components for conveying a message. The visual components of your logo are the finest method to establish an emotional bond with your audience. In this regard, employing colour effectively helps establish a genuine connection with the target audience.

Every shade of colour conveys a message, especially in fashion. It aids in communicating with each of our customers individually and inspires fresh emotions inside customers to engage with the company more deeply and easily.

Red as the showstopper colour in fashion

Red has multiple symbolic meanings in different cultures. It has historically been the color of both saints and sinners. This colour has a big impact on the fashion world.

The world of fashion is most influenced by various shades of crimson. The runways are lit by models covered in scarlet from head to toe. Red has always dominated the runways of several different labels, including Tommy Hilfiger, Marc, Gucci, Balenciaga, and many more. A model can rule the ramp if she is wearing a white lehenga with a crimson and golden border and matching red accessories. Colours like vermillion, scarlet, cherry, and crimson add a modern edge to one’s style statement as they lead to the season’s most daring trend.

For creating a distinctive brand identity, colours are essential. Moreover, Initial evaluations of clients frequently rely on colour. Red brings together associations that are favourable, forming an initial impression of the brand. The two most potent corporate hues are blue and red. Red draws the viewer’s attention when used in logos. It draws attention to the logos and encourages customers to take action.

Some examples of colours defining iconic brands

Chanel Black

Chanel should undoubtedly receive credit for making the colour black the pinnacle of fashion. It is the first minimalist in fashion that understood the impact of a plain, black outfit.

Balenciaga Red

Christobal Balenciaga had a preference for the ideal red colour. Red is the favourite colour for evening dresses and fitted itself nicely to Balenciaga’s sculptural forms.

Hermès Orange

There are stories of customers purchasing trifles from Hermès solely for the characteristic orange-coloured boxes or the exorbitant waiting lists for the brand’s Birkin bags made of orange-coloured leather. You might not be aware; however, during World War II, when there was a shortage of standard beige-coloured paper, orange originally became the emblematic colour of the historical French brand.

The stories of colours told by this year’s fall fashion shows

Valentino’s Fall 2022 runway show in Paris could be summed up in one word: pink. The pillars of the old Le Carreau du Temple, the runway, the walls, and the makeup were soaked in pink.

The colour, known as “Valentino Pink PP,” was created by Pierpaolo Piccioli, his design team, and Pantone’s colour experts. The fashion house’s website and social media pages are currently covered in it. What about all that pink clothing? This fall, it will be sold in boutiques.

The focus on pink comes as more and more fashion labels assert that certain shades and hues define who they are and what they stand for. This is a daring departure from the pillarbox red adored by the brand’s founder, Valentino Garavani.

The Pantone hue 1837 blue, which is listed as a registered colour trademark, is what makes Tiffany & Co.’s boxes distinctive. Tiffany Blue wasn’t established by Pantone as a bespoke colour specifically for the brand’s usage until 2001 (“1837 Blue”), and it wasn’t until 1998 that it was registered as a colour trademark.

Historically, fashion brands have been trying to evolve continuously in the most creative way possible. They have been designing their strategy around a palette of different colours or hues of one colour to define their journey and identity. In a competitive market, fashion houses are using colour to stand out and grab the attention of their potential customers.

When claimed by fashion brands, colours can serve as a kind of instantly recognisable visual shorthand for a brand. They are proving to be essential tools as fashion moves further online and can enhance or even replace logos.

Author- Tahia Afra Jannati