- Color plays a key role in triggering a psychological
and emotional response in the viewer.
As a matter of fact,
color is the first step in communication.
Our early use of color started with cave paintings
where we told stories of hunting, gathering, and life.
Egyptians added symbolism behind color,
where every hue held a meaning
tied to the elements found in nature.
They became incredible storytellers
and clearly used color to support them.
As civilization grew, so did our connection to color.
Specific colors became a status symbol, like purple.
Purple was such an expensive dye to produce
that since only the elite could afford such luxury,
we started to associate purple with a feeling of royalty.
Religion became deeply rooted in color
through divine meanings and symbolism.
And today there's several factors
that influence color trends.
Most people assume that it's all about fashion,
but it's not always the case.
Yes, fashion can have an influence,
but even now fashion designers are seeking inspiration
from travel, art and culture.
Arts and entertainment also play a role in trends.
A famous artist wears a color
and then the next week everyone else
is trying to wear the same hue.
Even social media can play a role in this.
I'm sure you've seen all those great visuals
of colorful rainbow brands, especially on Instagram.
And while personal experiences with color
can influence our perception,
we can't possibly predict those
for an entire brand's audience.
Now, there are two areas that form a deeper value
and connection to color, culture and socioeconomic issues.
This is because they evoke profound emotions.
Leveraging these emotions in the right way
can help a brand build a lasting connection
with their audience.
Today, green hues hold a close connection
to the environment and health,
but it was once seen as a color that depicted sickness.
While we should never create a brand based on trends,
these trends can often shape and influence how we feel.
That is why developing an understanding of color trends
can be very useful.