Science of colour
Without colour, there would be no fashion or no art at all.
Colour symbolism has had a rich history in pretty much every culture around the world, but is it really the case that we instinctively associate certain colours to specific ideas? It is believed that a lot of trends throughout history have been influenced by cultural conditioning, and even today, media and consumerism continue to have a massive effect over what concepts people associate with colour.
The fashion industry relies heavily on cultural perceptions of colour, from your typical gendered items which mainly use pink for girls and blue for boys, to using bold, vibrant colours such as neon to symbolize innovation and modernity.
If you enter a store looking for gift ideas for a toddler, chances are you’ll find entire aisles flooded with pink, for “girls”, and blue for “boys”. It’s true that pink, considered a soft, playful colour, is used a lot in fashion to appeal to our feminine side. You might find this colour used a lot by brands such as Victoria’s Secret or Cosmopolitan, and it’s no coincidence. What might seem surprising though, is that this is a fairly modern view of gender and colours. A famous article published in Earnshaw’s Infants’ Department, in 1918, stated that “pink, being a more decided and stronger colour, is more suitable for the boy, while blue, which is more delicate and daintier, is prettier for the girl”. Not only this but in Japan, pink tends to be a colour associated with masculinity.
In the latest years though, fashion trends tend to play more around the idea of gender, and not so long ago a male wearing an “unconventional” colour such as pink was seen as a big statement and a sign of comfort with one’s sexuality. Luckily newer generations seem to share this view of colours and genderless and less, so hopefully, it won’t be long until we see fashion companies abandoning this concept altogether.
1. Purple
Purple is one of those colours that can evoke many ideas, from mysticism and spirituality to royalty and even romance. In the past, pigments used to produce purple colour were expensive and therefore used by royalty and those of higher status. Even today, purple is reminiscent of the Royal family and gives off the impression of luxury and expensiveness. It is no surprise that Ultra Violet was chosen by Pantone as the 4colour of the year in 2018. It reminds one of the vastness and mystery of outer space, and the desire to explore beyond our world.
A lighter, softer shade of purple, known as lavender, is known to express romance and tenderness, a more elegant sort of femininity. Although until a few years ago, fashion designers opted for more vibrant, bold colours for their collections, the soft lavender made a comeback and is now a symbol of high fashion and elegance.
2. Silver
When people think of silver, they think of metals and inventions, technology and modernity. It is no coincidence that silver on cars is such a trend, but what makes it so fashionable when it comes to clothes? The answer is: there is something incredibly futuristic about silver and any metallic colour for that matter. People associate this metal with cutting-edge technology, perhaps even robots, and translate that into fashion as highly modern, innovative garments.
3. Green
Having been associated for centuries with nature, freshness and youth, the colour green couldn’t have been more in trend today. Green invites people to immerse in nature, to seek sources of vitality and strength. Nowadays, green is used in contexts which promote ecology and waste-free fashion, and even in contexts which raise awareness towards global issues such as climate change. Green is all about balance and clarity, and in some cultures is even viewed as a symbol of luck.
4. Coral
A surprising choice for Pantone’s colour of the year in 2019, this soft, faded combination of orange and pink caught everyone’s eyes in the previous year. As Pantone Color Institute’s director, Leatrice Eiseman stated: “A softer, more approachable colour reaches out and engages people, instead of overwhelming the other person or feeling too aggressive”. In our modern world, we seek authentic, intimate connections and experiences beyond social media, and this colour seems to reflect just that desire to engage others in a light-hearted manner.
You might not pay much attention to your colour preferences, but it might subconsciously influence others’ view of you. Do you stand out, wearing shades of red, purple or even yellow and black? Do you prefer comfort and elegance, by choosing soft, pastel colours such as coral, light pink and lilac? Or maybe greens, kakis and browns are your go-to choice? No matter what colours you choose to express yourself, a quote by Coco Chanel remains actual: “The best colour in the whole world is the one that looks good on you.”