Colours More Expensive Than Others in Fashion
It’s a pretty known fact that colour plays a crucial role in shaping perceptions and emotions. Whenever you’ve gone shopping, you would have probably noticed that certain colours are priced more than the others. The look of an outfit at first can be deceiving. However, when it comes to the price-tag, shocking revelations are made. All this can be attributed to colour psychology.
What is Colour Psychology?
In basic layman terms, colour psychology is the study of how colours impact our emotions and behaviour. When we see a particular colour, we instantly make decisions about that brand. Even retail brands use expert advice when they’re selecting colours as this helps with their packaging, brand identity and logo design.
Colour also forms a visual language and conveys the message, values and personality of a brand. For instance, when we see the robin egg-blue colour, we’re immediately reminded of luxury and sophistication because the colour is used by Tiffany & Co. On the other hand, when we see dark green and bright red, we’re reminded of Gucci. While colour psychology is directly associated with how we perceive brands, it is also linked to strong messages that are reinforced by these brands. We see them in shopping malls and on runways because of which they get deeply embedded in our minds.
Colours have such an impact on our minds that we don’t even need to know the logo of the brand. We just need to be presented with that colour and the name of the brand automatically pops up in our minds.
Why Do Luxury Brands Invest in Colour Psychology
Premium and luxury brands are very meticulous about their colour choices. A lot of credit goes to them as they’ve mastered the art of creating an experience that goes beyond shopping. Whether it’s their in-store feel or the way their products are displayed, it all plays an important role.
Let’s have a look at how luxury retail brands are acing colour psychology:
Enhances Brand Perception
If you think luxury brands sell products, you’re mistaken. They sell aspiration. Consumers don’t buy an expensive watch only to see the time, they buy it so that they can make a statement. It’s a sign of success and taste. When other people see a colour on you, they can instantly connect it to a particular brand. Hence, colour here is used to create and shape a brand perception.
Creates Instant Recognition
When a brand invests in a strong colour identity, they literally become unforgettable. For example, Valentino has its signature red or Gucci has its trademark deep green and red stripes. In such cases you don’t really need a logo because the colour itself is the logo.
It Increases the Perceived Value
Would you buy an expensive watch if it came in a tacky box? No, right? A lot of a consumer’s buying decisions are based on visual appeal. Colour has an important role to play in that. Champagne gold, rich burgundy, navy blue and deep black are a few colours associated with luxury products and instantly make it feel more premium.
It Builds an Emotional Bond
Luxury brands don’t just sell products, they sell feelings. It all depends on what a brand wants to convey. And, it’s true that most purchases are made out of emotion rather than need. When we purchase a particular luxury product, we do so because we’re driven by our emotions. We associate it with pleasure, status and rewards.
How Does Colour Determine Price in Fashion?
For this reason, certain colours are more expensive than others in fashion. Even upcoming fashion brands are rolling out their collection in certain tones used by luxury brands because they want to create that perceived value. They want their products to feel premium. While some are charging a premium, others are offering it at a reasonable price by downgrading the quality.
For example, Zara is considered a mass-premium, fast-fashion brand that has products in all hues. However, all their clothing and accessories come with a hefty price tag. On the other hand, Zudio is making similar products and selling them at one-third the cost. Price-conscious consumers don’t mind investing in their products because they want to own great products at a fraction of the cost.
As new colour trends evolve, the future of luxury branding is all set to change. Colour is a visual element. For a luxury brand to stand-out, mastering colour psychology is essential.
As one of the top fashion designing colleges in Bangalore, we ensure that the module of colour psychology is included in every course curriculum.
