March 2007

Views On Hues

Apparel suppliers and image consultants interpret colors.

By Joan Chaykin

Bulls supposedly are color blind. Researchers say it’s the flapping of the matador’s cape that irritates the animal, not the color. But the color red has been firmly implanted in our minds as a fiery instigator, hence the term seeing red when we’re angry. Red is highly visible. Some of us remember President Reagan’s red
power tie.

There’s a whole science dedicated to studying the effects of color on our emotions, reactions and buying trends. Lawyers instruct their clients on what colors to wear when they take the stand. Correctional facilities are looking at the color pink to calm down male prisoners. Home designers give advice on color selection for walls. For example, one study shows that babies cry more in yellow rooms. Gym owners might be interested in a study that says weight lifters perform better in blue rooms. And, people often fret over what color to wear to a job interview.

Everyone has a favorite color. No matter what the current trendy look is this season, there’s a color that’s timeless for each one of us. And, companies may have ideas on what colors their logos should be, and what colors their corporate and promotional apparel work best for their brands and messages.
We’ve asked some color and apparel experts to weigh in on what colors work.
Our panel includes:

• Gina Barreca, director of marketing for Avenel, NJ-based Vantage Apparel;
• Patsy Cisneros, AICI, and Susan Abrams, AICI, image consultants and executive development specialists with Glendale, CA-based Corporate Icon; and
• Brinden Asher, director of marketing with Los Angeles-based Bella.
Here’s what they had to say.

ORANGE
		Asher: Orange is one of those great colors in the spectrum. There are so many variations to it, but all shades offer a sense of energy and liveliness. Barreca: Orange has a lot of energy; however, you’ll usually only see traditional orange worn by companies that use it as a main corporate color. This past year more wearable shades of orange, such as coral, burnt orange or tangerine, have emerged as the hot new colors for retail apparel. Cisneros and Abrams: The color psychology of orange is mentally stimulating as well as sociable. Use it to get people thinking or to get them talking. As a warm color, orange is a stimulant for the emotions. Shades of orange, as with red, are often used in the restaurant industry to stimulate appetite. Remember that solid, bright orange is very visibly used for prisoners in the United States, so be aware of the market where orange is going to be presented as a “wearables” choice (is there a prison nearby? It won’t sell there!). To maximize your options when you want to add orange to the selection, consider using it for industries where the orange color will signify safety, such as manufacturing and construction.

BLUE
		Asher: Blue and all of its shades are probably my most favorite. Blue makes me think of stability, but I also think of cool, clear and fresh. Barreca: Blue is a strong color in the business world, and many companies have adopted this color for their logos or brands. Historically, blue has been a best-selling color for corporate fashions as it also appeals to a wide range of personalities. It’s an easy color to wear and its various shades translate well into apparel across all different categories, for example, dress shirts, polos and outerwear. Cisneros and Abrams: Blue is one of the most popular colors. In business, blues ranging from medium to darkest navy are perceived as approachable and friendly. Blues also suggest trustworthiness and stability. Shades of blue are the best “customer service” colors and would be appropriate across many industries. Several shades of blue are considered universal colors, which means those particular shades look good on most skin types. That’s something to consider for businesses wanting their people to look healthy, along with being professional and approachable. For the wearables industry, having a nice variety of universal shades would mean an increase in revenue from having a selection of colors that look good on more people.

GREEN
		Asher: I think of what’s cool and soothing. Green is a great Zen color when used in softer pallets. It’s easy on the eyes and is a great color to wear. Barreca: For 2007, green remains an important fashion color in shades from military olives to intense grass and kelly greens. Brown will be evident on its own as well as be an influence on other colors such as orange and yellow, resulting in darker hues of burnt orange and mustard.  Cisneros and Abrams: Shades of green are perceived as calming, refreshing and conscientious. In business, greens ranging from the medium to darkest shades convey conservatism, credibility and responsiveness. Greens have been branded in the media as environmentally sensitive. Lighter shades of green to yellow-greens are perceived as more creative, imaginative and artistic. Lighter greens to yellow greens aren’t generally flattering directly against many skin tones, so we recommend that these shades be part of a multicolor print. Having more neutral colors such as black or navy in the collar or cuffs next to the skin would make this choice more saleable.

RED
		Asher: Red always reminds me of politics and busy cities; it’s used in so many flags, is worn by many first ladies, and is used in hospitals and signs around cities. Red is one of those eye-catching colors that stand out from the rest. Sometimes red feels alarming when worn, but I think it looks great on. Brunettes especially look great in red. Barreca: Red is a very intense color and is usually worn by someone looking to attract attention. In that sense, it’s an excellent color for a company uniform when you need your employees to stand out. Pink on the other hand, is more tranquil and relaxing.  It’s also one of the more popular colors for women’s corporate apparel. Instead of just pastel shades, we’re seeing much darker and brighter hues such as fuchsia, berry or dark pink. Cisneros and Abrams: The most emotionally intense color, red stimulates energy and power. Because it’s an extreme color, bright red clothing might not help people in negotiations or confrontations. For business, deep or dark red, such as garnet or maroon, is appropriate for captivating the audience’s attention when the speaker or presenter wants to make an impact. A small amount of an accent of bright red combined with neutral, core wardrobe colors such as black, navy, and gray would be a way to integrate a brighter red without aversely affecting negotiations and rapport building. Solid shades of garnet to darkest burgundy are excellent choices to have among a color selection for corporate wear sweater sets, shirts, ties and zip-up outdoor jackets. The color pink is more calming than red and often denotes a feminine industry. In these businesses, such as salons, girls or women’s apparel, hospitality and advertising, pink indicates creativity.

YELLOW
		Asher: Yellow is one of my favorite colors. To me, yellow represents upbeat, happy and sociable. I like to wear this color to the gym because it has a way of motivating me. It’s a great color for use in advertising or marketing because it’s eye catching. Cisneros and Abrams: Shades of yellow reflect optimism, cheerfulness and friendliness. This may be particularly good for the auto and auto aftermarket industry, restaurant, travel and hospitality industries, and advertising and marketing. Yellow is an attention getter. In business it’s best used as an accent or highlight color so as not to be overpowering. Again, this color looks good on a small percentage of people, so to increase the saleability of wearables in shades of yellow, use it as an accent with a neutral color resting closest to the skin.