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by Form Department •

Why Colors Matter

It’s not something that the average person thinks about, but it’s everywhere. Color instantly conveys mood, meaning, and feeling - something we’ve never been able to achieve with words alone. Color is power, and it plays a part in everything we do. In fact, color has a critical role to play in the creation of your fashion brand. Here’s why color can make or break you. Why color matters for branding Color is deeply personal. Our interpretation of it depends on personal experiences, our upbringing, and culture. Color plays a role in all aspects of our lives, and it can often be used to affect and persuade us. In fact, according to KISSmetrics, 80% of customers recognize a brand by its use of color. Consumer minds are color-focused, whether they realize it or not. It’s for this reason that fashion brands need to strategically choose the colors they will use. The colors for your brand should communicate the overall vibe of your product. For example, fast food restaurants like McDonald’s use red and yellow in their branding to induce appetite. The same can be done for fashion brands. Fashion brands should use this color guide to evoke a certain mood or feeling with consumers: Yellow: optimistic, youthful, attention-grabbing Red: energy, urgency, vibrance, clearance Blue: trust, security, authority Green: wealth, abundance Orange: aggression, joy Pink: romantic, feminine Black: luxury, power, sleek Purple: calm, soothing, creativity White: empty, purity, simplicity,  stark, clean, classic Silver: prestige, coldness, luxury, futuristic Brown: comfort, warm, dependability Some brands stick to one color for a more aggressive statement, while others choose to combine colors. The choice is up to you, but make sure it’s thought out and well-executed. Not sure where to start? Here are a few examples of color branding in action. H&M H&M is known for being both youthful and wallet-friendly. Its red lettering says it’s a young, vibrant brand that brings the luxury of high fashion to consumers for a fraction of the cost.     2.  Gap Gap was founded in 1969 and is seen as a fashion institution. It’s a company that wants to give off an aura of trust, prestige, and simplicity, which is communicated perfectly through its navy blue and white logo.    3. Alexander Wang Alexander Wang’s edgy designs bring menswear and sportswear into the forefront of fashion. The brand’s bold black and white logo is simple, clean, and to the point. Black makes the brand look powerful and luxurious, while the white space communicates an image of classic, pristine lines.    4.  Acne Studios Architecture-inspired Acne Studios uses salmon pink, white, and black for their brand. It uses a darker shade of salmon pink, which appeals to its ready-to-wear female buyers and shows its off-kilter image. The inclusion of black denotes a feeling of luxury and the addition of white implies classic, clean design.   The bottom line Color has always been important for fashion, but it’s an even more critical piece of your branding. Choose the colors that fit with your mission, style, and target customer. By embracing color as a vital part of your branding, you’ll stick out more to customers who already identify with your offerings. Use color to stand out, not to blend in.