Affluent Savvy
Affluent Savvy
Photo: Henry Muljadi
Pink color is associated today with the feminine world, however, until 1920s, was a masculine color. Before this decade, the indicated colour for girls was white or blue.
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Learn More »The psychology of color is a fundamental tool for the composition of a window display, since it allows us to tell stories and create attractive and harmonious designs. It is important to pay attention and understand the meaning of each color, what represents and what effect would have in the commercial statement that we want to deliver. Colors can convey feelings, emotions and messages to us, using them consciously is the key to a winning design. The psychology of color has to be studied and analysed in every design strategy. Many important firms and companies already use the psychology of colour to reinforce the message of their campaigns, their products or to effectively reach the profile of the customer they are targeting. Colours are essential to define the composition of any shop window, to create balance, manipulate the perception of objects and the sensations we want to transmit to the customer. The way in which the color is applied in the design of a shop window will completely alter the final result, so colour is a truly important. There are some accepted and shared concepts regarding colour, applied in both sides West and East. Understanding their meanings will allows us to be accurate in the application of color and its psychology. For this reason, it is essential to study its history and live its culture.
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Learn More »During the 60s, in the retail world, baby clothes remained in neutral tones until the 80s, when genderless garments disappeared to recover the idea of boys in blue and girls in pink. Today, the color pink continues to have different connotations and interpretations around the world. In Japan, for example, it serves as a nostalgic symbol of the slain samurai, perceived as a masculine and gloomy color. In Korea, it is interpreted as a sign of trust and in Germany it has a character of tenderness, pacifism and sweetness. Another masculine color par excellence is red, the color of strength and activity that is associated with fire and blood. But there is also a typically feminine red in religions close to nature: dark red, a color symbolizing the state of fertility in women. Red is the color of happiness in China. For example, red eggs are a typical gift related to births and are a symbol of happiness in life. As well red envelopes with lucky money for the New Year. There is much more to read about the power of colour and single colour psychology. It is clearly a way of expressing oneself, through art and culture, which are constantly changing along with society and its historical context. As a result, using all the necessary data of a determining color in our designs, we can convey very important and effective messages. For this reason, the knowledge of the Director of Window Display Design and Visual Merchandising department has to be rigorous and go much further than what is shown at first glance to be able to play with the symbolism of decoration and the psychology of colors, in order to have more impact on the work, which is essential for the success of each project of each company.
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