In 2016, Fashion Color Was Released In Advance.

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We still have many questions: How did popular colors come out?

How did it become popular?

Is the manipulation lever behind this popular art or business?

In response to these problems, Sohu fashion invited Jia Xizeng, a Chinese costume historian, a fashion critic and an associate professor of art and Design Department of dyeing and weaving, Academy of Fine Arts, Tsinghua University.

"Rose Quartz" and "quiet blue" (Serenity), these two colors are all over the magazine, Internet and "friends circle".

Accompanied by praise, the beauty of pose, gorgeous words, and fashion stories after another.

Love or not, it's not important to take the initiative or to accept it passively. It's like you can only follow the crowd during the rush hour subway.

High frequency bombardment is the way of fashion communication nowadays. The information we receive at every moment is like the crowd who is holding you. No one cares about the ending of the story.

Because this wave of color feast comes quickly and ends quickly, without lingering or procrastination, it will not "take away a cloud".

Who is Pantone?

Pantone is an American company specializing in color system development.

Its main product is color Tong card.

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The Pan Tong color card number of "quiet blue sky" is 13 - 1520 and 15-3919.

Before color cards appeared, people defined colors mostly through text.

In traditional Chinese colors, there are names such as rouge, moonlight, princess, blue, Ai Qing and smoked colors.

These names are romantic, poetic and fascinating.

But the question is, what color are these names?

We can only understand and understand according to a few words in the literature and personal imagination.

Without accurate color, it is not convenient for commercial operation of commodity production.

Because when people talk about a color, it may not be a color at all.

So in 1953, the American Lawrence Herbert launched a standard color system innovatory, that is, the Pantone Matching System.

Its three functions are color matching, color selection and color matching.

You can color recognition, matching and communication according to this color card.

As long as you tell the color number, the other party will be able to find the color.

This fundamentally solves the problem of color accuracy, especially in those drawing and manufacturing industries that require precise color matching.

Popular color -- the voice of big V in color card industry

Pantone why do fashion colors come out?

The answer is very simple, capital operation.

At present, the use of color cards has extended to all walks of life, such as printing, textile, architecture, interior decoration, coatings, digital technology and other fields, and has generated huge business interests around color cards.

At present, the world-famous color cards include Pantone color cards and Munsell color cards, German RAL color cards, Swedish NCS color cards, Japanese Scotdic cotton color cards, and national standard GSB color cards.

The competition between them is fierce.

Color Pantone card

In order to improve their influence and popularity, businesses will try their best to publicize them.

Pantone will promulgate the next year's fashion color at the end of each year, so as to extend more media radiation, so as to maintain and enhance its popularity in the industry, and ultimately achieve its commercial sales appeal.

This is consistent with the saying: small businesses make products, while big enterprises make standards.

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Commercial power of fashion color

In theory, popular color refers to a kind of color that is shared by most people in a certain period of time.

In fact, fashion color is a commercial marketing mode in the era of big industrialization.

The concept of fashion product popularity comes from the "planned abolition system" proposed by General Motors Corporation in 50s and 60s twentieth Century.

At that time, when GM was designing new car models, GM began to consider some of the designs that had been constantly replaced in the following years.

The purpose is to create 1 small changes in car styles every 2 years, 1 big changes in 4 years, and to create a consumer's mental aging by constantly changing design patterns, so as to help consumers to abandon the old styles and replace the new ones in order to pursue new styles and trends.

The appearance and disappearance of wave after wave fashion products has become popular, which is a typical product of industrial production and market competition.

For enterprises, the popularity of products has a very large interest, enterprises can only achieve the purpose of promoting sales through the form design, creating a huge market.

The popular color of 2015 released by Pantone company -- Mashala red (Marsala)

Those "big gods" who released popular colors.

In fact, it is not just Pantone companies that issue popular colors.

There are also several other large V level associations, such as the international fashion color Committee and the United States.

American color marketing group, UK International Color administration.

In addition to the fashion color issued by the association, there are also some famous popular color Forecast Ltd, such as the The Doneger Group established in 1946, and many references to Pantone company in this article.

In this game of 2016 popular game PK, the Pantone company, which is deeply aware of the eye marketing means, in a better looking, more easily spread visual form, is perfect in many popular color enactment, and has gained greater discourse power in the media and the consumer market.

In fact, the public concern is only the popular form, not the popular reason.

Who is the boss of pop?

The formulation of popular colors is bold prediction and judgement based on rich experience and rational analysis.

This is neither a time for some people to shoot at the forehead, nor a precise technological process in the laboratory.

The general process is that the association or company that promulgates popular colors should cooperate with the relevant information consulting companies to collect a large amount of information related to colors or may be related to color. Then it will integrate data with some targeted sales data, and then convene elite leaders who are closely related to the color industry, usually the artistic director of luxury companies, senior editor of top fashion magazines, etc., and form a color Committee.

Members of the Committee held a dry meeting to carry out efficient interpretation, analysis and discussion of the information and make their own proposals for the next year's fashion.

The ultimate color and theme are often the combination and compromise of opinions.

Before publishing the final selected colors, we should also conceptualize these colors, such as environmental protection, ocean, mountains and rivers and other desirable concepts, so as to give it a desirable fashion quality.

Ten popular colors of autumn and winter 2015 released by Pantone company

How to make popular colors popular?

Once popular colors are launched, they will enter the stage of communication and propaganda.

Many of the world's top fashion brands will be bombarded with all kinds of machines around this season's fashion, and eventually be printed in the minds of consumers through multi frequency visual stimulation.

When enough fashion brands are producing this color product, this color will naturally become popular.

In the words of businessmen, the color of fashion must be different from that of the previous year, and can not be left to consumers to fill old and new spaces.

The fashionable ideas that have been implanted into the brain will prompt people to feel inferior when they are wearing non fashionable clothes.

Herd mentality will naturally hold people's willingness to spend a lot of money in pursuit of fashion trends.

Fashion Color: no one can ignore it.

Popular color is a game tag that asks you whether I am fashionable or not.

Fashion people always come in quickly to show their true colors.

Those who know what they are after can only begin to realize the existence of "she" after the fashionable color.

When the latter began to follow up, the pioneers began to smile and turn their interests to new fashion colors.

Of course, some people will say that I do not care what is fashionable color.

But in the movie "Devil wears Prada", Miranda, the fashion leader of Italy, said that no one can stay out of the popular rules. In 2002, the American brand Oscar de la Renta first used the sky blue dress.

Immediately after that, the French women's clothing brand YSL also displayed the sky blue military uniform series.

Later, many fashion brands launched a large number of sky blue dress.

As a result, sky blue is popular all over the world, and eventually appears on the streets in large areas, and radiates to every consumer.

The popular color in the popular wave band has generated huge commercial benefits.

In this field

In the visual merchandising, the enactment gets the attention, the business gets the profit, the media gets the topic, the consumer obtains the entertainment.

This is a popular entertainment and business operation in the name of fashion.

There are no losers in this marketing game, some only get more benefits and benefits.