The 2016 fashion color reveals in advance: Fashion cannot fall behind

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Regarding Pantone's fashion colors, we still have many questions: How is the popular color selected? How is it popular? Is the manipulation lever behind this popular art or business? In response to these problems, Sohu Fashion specially invited Chinese clothing history scholars, fashion critics, and Jia Qianzeng, an associate professor of dyeing and garment art and design at the Fine Arts Academy of Tsinghua University, to write articles to solve the mysteries.

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"Rose Quartz" and "Serenity", these two colors are overwhelming in recent magazines, networks, and "friend circles." Accompanied by praise, beautiful poses, beautiful words, and one after another fashion story. Love or not love, active or passive acceptance, is not important, it is like you in the peak subway, can only follow the crowd. High-frequency bombing is the way of contemporary fashion. The information we receive at every moment is like the crowd that surrounds you. No one cares about the ending of the story. Because this wave of color feast comes quickly and ends quickly, with no attachment or delay, nor does it "take away a cloud."

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Who is Pantone?

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Pantone is an American company focused on the development of color systems. Its main product is the Pantone color card. The "Pink Crystal" and "Silent Blue Sky" pantone card numbers are 13–1520 and 15–3919.

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Before color cards appeared, people defined colors mostly through text. In traditional Chinese colors, there are names such as rouge, moonlight, ochre, indigo, Aiqing, and Kaoru. These names are romantic, poetic and inspiring. But the question is, what kind of colors are these names? We can only understand and understand the individual imagination based on the words in the literature.

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Without accurate colors, it is inconvenient for the commercialization of commodity production. Because when people are talking about a color, it may not be a color at all. Then came 1953, Lawrence Herbert innovative Americans launched a standard color system that Pantone Matching System (Pantone Matching System). Its three major functions are: color, color selection, and color grading. We can identify, match and communicate colors based on this color card. You can tell the color by telling the color number. This fundamentally solves the problem of color accuracy, especially in graphics and manufacturing industries that require precise color matching.

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Popular colors - the voice of the color card industry

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Pantone for the release of popular colors? The answer is simple, capital operation.

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At present, the use of color cards has been extended to all walks of life, such as printing, textiles, construction, interior decoration, coatings, digital technology and other fields, which have generated huge commercial interest in color cards. At present, among the world-renowned color cards, there are Pantone color cards and Munsell color cards from the United States, RAL color cards from Germany, NCS color cards from Sweden, Scotdic cotton color cards from Japan, and the national standard GSB color card. With so many types, it can be seen that the competition between them is quite fierce.

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↑Pantone color card

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In order to increase their influence and popularity, businesses will try their best to advertise. Pantone will promulgate the next year's popular colors at the end of each year, thereby extending more media exposure to maintain, enhance its visibility within the industry, and ultimately realize its commercial sales appeal.

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This is in line with this statement: Small businesses make products, while large companies make standards.

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The commercial power of "pop colors"

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In theory, fashion color refers to a certain kind or a certain kind of color that is shared by most people in society for a certain period of time. Realistically speaking, fashion colors are the commercial marketing model of the era of great industrialization.

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The concept of fashion product popularity has emerged from the "planned abolition system" proposed by General Motors of the United States in the 1950s and 1960s. At the time, when General Motors was designing a new car model, it began to deliberately consider some of the designs that were being replaced over the next few years. The purpose is to cause the car model to have a small change at least once every 2 years, and 1 big change in 4 years. By continuously changing the design pattern, it causes the consumers to be mentally aging and to promote the consumers to chase the new style trend. Abandon the old style and change the new style of marketing.

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The emergence and disappearance of waves of fashion products have become popular. This is a product of very typical industrial production and market competition. For enterprises, the popularity of products has very big benefits. Enterprises can only create sales through a styling design and create a huge market.

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2015Pantone announced the popular color of 2015 - Marsala

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The "great gods" who released the popular colors

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In fact, it is not just Pantone that promulgates popular colors. There are several other major V-level associations internationally, such as the International Fashion Color Committee, the American Color Association, the United States Color Marketing Group, and the British International Color Authority. In addition to the association's promulgation of popular colors, there are also some well-known fashion color forecasting companies, such as The Doneger Group established in 1946, and Pantone is mentioned in many places in this article.

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In this game PK about 2016 fashion colors, Pantone Company, who has a deep understanding of eyeball marketing, has won the perfection among many popular colorists in the visual form that is better and easier to communicate, and has won in the media and consumer markets. A greater right to speak. In fact, the public is only concerned with popular forms and not with popular reasons.

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Who is going to say "pop"

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The formulation of popular colors is based on bold predictions and judgments based on rich experience and rational analysis. This is neither a certain person's temporary temperament, nor an accurate and accurate technological process in the laboratory.

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The general process is that associations or companies that promulgate popular colors should cooperate with related information consulting companies to collect a variety of information related to color or may be related to color, and then combine some targeted sales data for data integration. , And then convene elites and leaders who are closely related to the color industry, usually art directors of luxury companies, senior editors of top fashion magazines, etc., to form a color committee. Members of the committee held a meeting to efficiently interpret, analyze, and discuss this information and make their own proposals for the next year's fashion colors. The colors and themes that are finally presented are often the synthesis and compromise of various opinions. Before the announcement of the final choice of colors, these colors should also be conceptually packaged, such as the concept of environmental protection, oceans, mountains and rivers, to give it a desirable fashion temperament.

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十Pantone released the 2015 autumn and winter ten colors

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How to make "pop colors" popular

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Once popular colors are introduced, they will enter the dissemination and promotion stage. Many of the world's leading fashion brands will launch a media bombing around the popular colors of this season and eventually print them in the minds of consumers through multiple visual stimuli. When enough fashion brands are producing products of this color, this color will naturally become popular.

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In business words, the annual color must be different from that of the previous year, and it should not leave consumers with the space for filling in new things and fish. The concept of fashion that has been implanted in the brain will encourage people to wear indiscriminate colors and create a feeling of inferiority and social rejection. Herd mentality will naturally threaten people to spend a large amount of money willingly to chase the fashion trend.

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Fashion color: no one can put it outside

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Fashion color is a game label that tortures you or my fashion. Fashionistas, always fast in and out, to show their true nature. Those who have become aware of it can only begin to realize the existence of “her” after the popularity of hot colors. When the latter began to follow, those pioneers had begun to smile and turn their interest to new colors.

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Of course, some people would say that I don't care about what is popular. But in the movie “Devil wears Prada”, Ms. Miranda, the head of Italian fashion, said that no one could be outside of the popular rules. In 2002, American brand Oscar de la Renta first used a sky blue dress. Immediately afterwards, the French luxury women's brand YSL also showed a sky blue uniform series. Later, many fashion brands launched a large number of sky blue women. As a result, sky blue became popular in supermarkets all over the world, and eventually appeared on the street in large areas and radiated to every consumer. This prevailing trend in the popular wave has generated enormous commercial interest.

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In this visual marketing of 2016 fashion colors, the issuer gained attention, the merchants got profits, the media got the topic, and the consumers got entertainment. This is a national entertainment and commercial operation in the name of fashion. There are no losers in this marketing game, and there are only those who gain greater benefits and benefits.

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