Color marketing

Author: (Japan) Shikawa Michiru / Country:
Publisher:
Publish Date: 2006-07-01
Features: 3. Exploring Towns, Color Wanderings Pay attention to color, pay attention to the marketing of color. The beginning of observing various color-centric things. While strolling on the street, admiring the surrounding colors can bring us many insights. We should note important factors such as single-color, color combinations, themes, and materials. If possible, use color cards, apply similar colors to objects, making it more clear at a glance. Additionally, use cameras or video recorders to take photos of things in stores, preserving visual records. Furthermore, when observing locations, set points (determine easily identifiable places on the street, such as the crosswalk in Harajuku and the Hikarie intersection in Ginza) and set stores (determine popular shops and stores), making it easier to notice changes. Over time, people's understanding of color also changes. In short, "perseverance is strength." We must extend our antennas and maintain sensitivity to color. After conducting a color survey on the street, we will find that the trendy colors in fashion can easily influence other products. For example, after "white" appears as a trendy color, it is quickly adopted in items and decorative goods, displayed in windows and stores. If a popular fashion brand releases orange-toned clothing, orange-toned items will soon appear in stores of other brands. This situation also occurs with automobiles and home appliances, reflecting the colors of the times and our lives being closely related. Wherever we are, we must recognize whether a color has power, and also pay attention to the use of color combinations, grasping the trend of color combinations. The chart on the next page is a case study using the street as the research subject and can be applied to surveys of fashion stores, convenience stores, supermarket food stores, and underground stores in shopping malls. P80