Colour attributes Essay Example
COLOR ATTRIBUTES 5
Relevance of Hue in Color Forecasting
Relevance of Hue in Color Forecasting
Color is a complex term to understand. The complexity of color is attributed to the fact that perceives colors differently depending on what they see. For instance, whereas one person can see an object as green, the other person might see the same object as red. Overall, color refers to the visual form of information that is used to distinguish one object from another (Fairchild, 2013). The different colors that people see depend on the way in which the object reflects or emits light waves. Typically, there are seven major colors namely red, green, blue, orange, purple, indigo, and yellow. However, colors can easily be manipulated to fit the needs of a person. One such process of manipulating colors is through color forecasting. Bleicher (2012) defines color forecasting as the process of collecting, assessing, and interpreting information to predict a variety of colors that would be desirable to consumers using a strong element of inspiration, creativity, and intuition. In this respect, color forecasting is a big business in the garment industry as it helps individuals and businesses predict with accuracy the fabrics, colors and styles of fashionable accessories and garments that customers would be willing to buy in the near future.
However, hue happens to be one of the major attributes of color that have a lot of significance in color forecasting. Fairchild (2013) describes hue as the tints that define color, such as yellow, red, green, black or blue among others. Hue has significance in color forecasting mainly because it influences the process and choice of colors that one considers in forecasting. Beside, hue attribute affects an individual’s physiology, and socio-psychology, gender, and cultural preferences.
To begin with, the hue has relevance on color forecasting because of its enormous influence on the socio-psychology of an individual. In this respect, Scully and Cobb (2012) observed that hue usually reflect the personality of the individual wearer of an accessory or cloth. For instance, when a person wears a cloth that is red or green, this helps in telling the kind of personality of the person. Therefore, color forecasters can make good use of hue of an individual to be able to predict the right design or style that is likely to suit the needs of consumers in the near future. This is because hue not only stirs a psychological effect but also triggers emotions on people. For instance, an insurer would wear a dark business suit for him/her to be perceived by others a serious, calm and stable person. Contrastingly, when the same insurer changes the colors of the suit to a brighter hue, this might make people perceive the insurer as a less serious and unprofessional person. As such, it becomes apparent that, every little change in the hue can have a huge impact on the target market of the forecasters.
On the same note, hue plays a role in color forecasting because of its importance in determining seasonal color preferences of consumers. For instance, Scully and Cobb (2012) noted that during winter weather when it is cold, hues, such as blue are used to signify coldness or snowiness while during summer when it is hot, hues such as orange or yellow are used to signify warmth or hotness. As such, hues have a huge effect on color forecasting and decision making.
Additionally, the hue has significance in color forecasting because of its effects on an individual’s physiology. For instance, red hues are often associated with high blood pressure while blue hue is linked to low pulse rate or calming effect. As such, hue plays an important role in color forecasting as it enables forecasters to predict the taste and preferences of an individual with ease (Wool et al., 2015). For instance, studies have found that more confectionary items are consumed when there is a variety of color display, which definitely affects the color decisions when designing a product and thus color forecasting process.
Lastly, the hue has relevance on color forecasting because of the diverse symbolic connotations that color hues have on different cultures. For instance, in Denmark, Iran, and China, the red color is often associated with fortune and good luck (Al-Rasheed, 2015). By contrast, red colors are perceived negatively in societies, such as Chad, Nigeria, and Germany. In Nigeria, for example, the red color is associated with aggression and vitality while in Chad, red represents death. Therefore, the different connotations and symbolism of colors in different cultures helps color forecasters understand the colors that suit a particular group of consumers based on their cultures.
In summary, hue as a color attribute has a lot of relevance in color forecasting in the sense that it influences the socio-psychology, physiology and cultural preferences of consumers as regards a given color. As such, color forecasting through the lens of hue can help designers come up with styles, designs, colors and garments that suit specific needs of customers in the market at any given time.
Al-Rasheed, A. (2015). An experimental study of gender and cultural differences in hue preference. Front. Psychol.,6, 30. doi:10.3389/fpsyg.2015.0003
Bleicher, S. (2012). Contemporary color: Theory and use. Mason, OH: Cengage Learning.
Fairchild, M. D. (2013). Color appearance models. Hoboken, NJ: John Wiley & Sons.
Scully, K., & Cobb, D. J. (2012). Colour forecasting for fashion. Cambridge, MA: Laurence King Publishing.
Wool, L. E., Komban, S. J., Kremkow, J., Jansen, M., Li, X., Alonso, J., & Zaidi, Q. (2015). Salience of unique hues and implications for color theory. Journal of Vision 15(2), 10. Doi: 10.1167/15.2.10
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