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Color: The Password To Walk The Fashion World

2011/1/18 15:51:00 180

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Ubiquitous colors

After the rain, the bright sunlight reflects a beautiful rainbow through thin vapor. Careful observation shows that the brilliant rainbow is composed of ribbons arranged in red, orange, yellow, green, blue and blue. During the Renaissance, Da Vinci discovered the wonderful arrangement of rainbow colors. In the middle of seventeenth Century, Newton discovered that sunlight could also produce rainbow through three prisms, and revealed that the sunlight was synthesized by these colored lights.

The sun gives life to all things, and brings colourful colors to nature: the leaves are green, the sun is golden, the stones are deep grey, and the flowers are colorful.

Human beings are amazed at the infinite beauty of nature and apply these beautiful elements to every corner of life, so we have a colorful world full of colors: delicious food, warm romantic furniture, comfortable and convenient cars.

Of course, the most colorful thing is our clothes.

Good "color" clothing consumers

Scientific experiments show that in the first 20 seconds of observing objects, the human visual organs account for 80% of the color sensation and 20% of body sensation. After 2 minutes, the color sensation accounts for 60%, and body sensation accounts for 40%. After 5 minutes, the color sensation and body sensation each take up half of the state, and this state will continue. It can be seen that color gives people a clear, quick, objective, clear and profound impression.

Recall the process of buying clothes. When we pass through a clothing window, the first thing to attract attention is the color of clothes. In our selection of clothes, style and color are the most important considerations. If a garment is of the right style, but the color is unacceptable, we will probably give up the dress.

"For ordinary consumers, they usually pay attention to colors first when they buy clothes, and everyone has their own color preferences." Mr. Shao Zhian, vice president of Datacolor, said that "color saturation and lightness will directly affect the expression of clothing and then affect sales."

Therefore, color often determines the fate of clothing in the minds of consumers.

Again, what colors do we have in our wardrobe?

Black, blue dress, yellow, red, white sportswear, beige. Casual clothes Red and white dress...

Different functions of clothes are related to certain colors: black and blue symbolize solemnity, seriousness and reason; yellow and red symbolize vitality, light and passion; beige symbolizes nature, comfort and simplicity; white symbolizes purity and eternity; green represents hope, nature and peace.

Color is not only decoration, but also a symbol of conveying meaning. It can arouse people's Psychological Association and emotional experience.

It is precisely because our feelings, feelings and physiology are directly related to color. Therefore, whether the color of clothing has aesthetic feeling will not only directly affect people's desire to buy, but also directly related to whether an enterprise can successfully sell its products and gain profits.

A tactile and sensitive garment company will pay great attention to the influence of clothing color on brands and consumers. {page_break}

The way to win the clothing brand -- color

When it comes to brands, such as Giorgio Armani, what is your first association?

Gray, brown, beige, black, blue, green... A neutral, elegant and elegant neutral color may be one of them.

When it comes to a name, like Versace, what do you see in your mind?

Bold, bright, gorgeous colors. Colorful prints 。

Let me give you another example. Clothing brands that young women are familiar with -- Ayilian Since its establishment in 2000, it has opened more than 600 stores in the country in just eight years and has become a rising star in the competitive Chinese women's clothing industry.

There are many reasons for Ayilian's success, but it must be one of them.

　 What makes a brand different?

The fact is that color and brand are related. The style brand clothing often has a consistent but varied color style, which is the primary factor for consumers to establish brand awareness.

In the past, fashion design was the most demanding task for designers. In the days when dyeing technology was lagging behind, people were accustomed to the same color of each other's clothes. Now that is different, new technology has multiplied the speed of new colors, and people's aesthetic standards are constantly improving. No one wants to dress like other people in the street. Consumers are getting more and more "picky".

As a result, clothing companies take a look at colors, and designers of fashionable fashion makers are even more interested in developing better color ideas.

Every year, the major brands and fashion publishing agencies will show the fashion of the next few seasons. The fashion show of Paris, Milan, London, New York and other fashionable metropolises will also become a gorgeous color show. The world's top fashion brands are coming up with their own color creativity to compete here.

The fashion industry with color as its source has taken color innovation as the first element to compete for the market. {page_break}

　　 Color system -- easy to deal with color communication

Every season fashion starts with color.

The designer should accurately convey the ideal color creativity to the craftsmen and the purchasing manager. The purchasing manager must express clearly to the fabric manager what color he wants, and the fabric supplier needs to do everything possible to make the dyeing and finishing machine accurately print the color of the buyer. Of course, when the garment is sold wholesale, the retailer must communicate with the manufacturer about the color of the clothes.

From the designer's creativity to the garment that appears in front of the consumer, this is a chain of garment supply which is interlinked.

Scarlet, pink, pink, magenta, Begonia, cherry red... People have dozens of names and hundreds of names to facilitate communication. In the colourful textile and garment industry, designers and fabric producers have made more names in their colorful creativity, silver, magenta, red, wine red, rose red, red and pomegranate red.

But the same color is different in everyone's mind. For example, Chinese red, the designer may imagine the red wall of the the Imperial Palace wall, but probably the last thing he saw is the red of the red lantern.

How to ensure that the color is exactly the same from creativity to ready-made clothes to satisfy the consumers of "good color"? We need the color general language -- the color system.

The color system is to locate colors accurately according to the rules of color arrangement, and use uniform coding as color numbering. Each color has its unique unique number. It is like establishing a coordinate system for all colors, each color corresponds to the only point in the coordinate system, and the numbering of it can be determined by scientific method.

In this way, designers, craftsmen, purchasing managers, fabric suppliers, dyeing technicians and retailers can use color codes of the same color system, so that the color communication between them will be unimpeded. {page_break}

The color general language of Chinese textile and garment industry -- CNCS color system

The representative color systems in the world include Munsell system, PCCS, CCS and so on.

China Textile Information Center absorbs the advantages of the existing color system. Based on Chinese visual test data, after years of careful research and development, the Chinese color information system, CNCS color system, has been established.

CNCS color system is a standard color system for color application departments, especially the textile and garment industry. It has been established as China's national standard -- GB/T 21898-2008 "textile color expression method", "GSB 16-2253-2008" standard sample of textile color polyester "and" textile industry standard FZ/T 01099-2008 "textile color system", which will be fully implemented in the textile and garment industry from September 1st.

The CNCS color system takes color three attributes: hue, lightness and chroma as variables, establishes three-dimensional system for color, and 7 bits accurately locate each color.

　　 7 digit coding

7 bits accurately locate the location of each color in the system. The 7 digit encoding of CNCS, the first 3 is the hue, the middle 2 is the lightness, and the latter 2 is the chroma.

　　 The first 3 numbers -- hue

Hue (H) is the appearance of color. Red, orange, yellow, green, blue and violet are the basic colors. They mix with each other and show different colors, that is, different hue.

The hue of CNCS is divided into 160 segments. From 001, it forms a circular ring from the red to yellow, green and violet in counterclockwise direction, which can show more colors.

　 The middle 2 digit -- lightness.

Lightness (V) refers to the degree of brightness. White brightness is the highest and black brightness is the lowest.

The CNCS lightness is ideal white 100, ideal black 0, divided into 100 levels. When choosing the most commonly used 15 lightness grades.

The last 2 digits -- chroma

Chroma (C) is the degree of colourful coloring, also known as saturation, purity, etc.

The CNCS chromaticity starts from 01, progressively increases, and is arranged in the direction of the radiation line from the center of the hue ring center. The open chroma can accommodate the new chromaticity that the new technology may achieve in the future. Chromaticity less than 01 of the color is neutral color, the value is 00.

　 CNCS color stereoscopic

The existing color arrangement in color system constitutes CNCS color stereo. On the basis of vision and other chromatic aberrations, the difference of hue, lightness and chromaticity has a good consistency with the actual visual chromatic aberration, conforming to people's intuitive understanding of color, helping the applicant to develop the correct color stereoscopic feeling, and also facilitate the selection and application of color.

Lightness ranges from black to white.

In the order of red to yellow, green, blue and violet, the hue is arranged in a reverse clockwise direction on the ring with the lightness as the axis.

The purity is arranged in the direction of radiation from the center of the circle.

CNCS color stereoscopic

The seven bit encoding of hue, lightness and chromaticity is used to calibrate a color. The establishment of CNCS color system has laid the foundation for the Chinese textile and garment industry to use a unified color exchange language. It has provided strong support and motivation for establishing the textile and garment color supply chain mechanism, improving the color management level and efficiency of enterprises, and increasing the competitiveness of enterprises.