How we see color has always been shaped by years of history, culture and scientific endeavor, said Gavin Evans, a journalist of BBC Science Focus Magazine.
COLORS have been known as substances that can only be viewed and reflected under the existence of light.
Color has been a big thing in the world of fashion and architecture. Bringing colors after two years of pandemic, the annual Vivid Sydney has come to town again. Thanks to the New South Wales government, the vibrant colors highlighted the best of architectures in Sydney.
The vast Darling Harbor was reflected with lights of vivid colors.
Styling of colors has not only been an art in creative designs, it has also distinguished brand identities. Researches suggested the choices of colors in brand designs affect consumers' impression. Colors have always been associated with connotations therefore are useful in the art of marketing.
Color charts have been proved to be an effective guide in business marketing. Here comes a question about the chicken and the egg: did history create emotions in colors, or vice versa? How are color identities created?
In 1810, Theory of Colors by Johann Wolfgang von Goethe first indicated that colors have the power to elicit emotions and carry meanings.
In S/S 22 runways, bold hues in creative silhouettes have been seen. From the Christian Siriano lime-green suit, to Proenza Schouler's fringed orange dress, there has never been shortage of colors.
At Platinum Jubilee, Kate Middleton wore a orange-toned red single-breasted coat and navy heels. According to psychology, orange symbolizes optimism, friendliness, and spontaneity.
Pink has also been associated with breasts and lips. The emotional value for pink has somewhat about femininity, affection and romance.
Pink has also been used frequently in breast cancer campaigns.
Color charts have been proved to be an effective guide in business marketing.
However, how are brand identities created by colors? Or in fact, do businesses create meanings for colors?
Found in 1837, Tiffany & Co. was found in New York. Associated with the brand's stylish designs, the robin egg blue was seen as a color of elegance, innocence and luxury.
Trademarked by the American jeweler in 1998, the color Tiffany Blue was known for its worldwide reputation for glamour and style, .The brand of 200 years of history has posed huge influences on the interpretation of the color.
In 1961, Breakfast At Tiffany's was released. Tiffany, the image of Audrey Hepburn, alongside the romantic story, has deepened the meaning for the name 'Tiffany'. Associated with the name, the color has become more than just a jewelry brand, but the vivid image of the innocent girl chasing for love.
Commercials of Tiffany & Co. portrayed the 'Tiffany' style of love - playful, classic and romantic. The signature monochromatic style adds on to feeling of timelessness.
After 200 years of history and heritage, the fashion powerhouse LVMH purchased Tiffany for $16.2 billion. Business Of Fashion reported by 2025, millennials and Gen Z will account for 45% for global luxury sales, the brand has redirected its style for a market expansion.
In 2021, the 'Not Your Mother's Tiffany' campaign was launched as a strategic move to entice young customers. Posters featuring young and edgy models are plastered around New York and Los Angeles that marked the new chapter of the brand known for its signature Tiffany Blue.
Along with the change of marketing direction of Tiffany & Co, when the tiffany blue box became yellow, will the emotional association elicited by the color remain the same?
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