Page 103 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes fairly universal. However, much of this information is culturally biased. We know that cultural
traditions endow colours with powerful meanings that can differ greatly from place to place.
For example, in Europe and the United States, black is the colour of mourning. In many tropical
countries and in East Asia white is the colour of death. On the other hand, white is the colour
worn by American brides, while brides in much of Asia wear red. Meanwhile, we know that the
following associations are generally found to hold in Euro-American societies:
Red: Associated with blood, and with feelings that are energetic, exciting, passionate or erotic.
Most colours carry both positive and negative implications. The downside of red evokes
aggressive feelings, suggesting anger or violence.

Orange: The colour of flesh, or the friendly warmth of the hearth fire. The positive implications
of this colour suggest approachability, informality. The negative side might imply accessibility
to the points of suggesting that anyone can approach— a lack of discrimination or quality.
Yellow: Is the colour of sunshine? This colour is optimistic, upbeat, and modern. The energy of
yellow can become overwhelming. Therefore yellow is not a colour that tends to dominate
fashion for long periods of time.
Green: In its positive mode, green suggests nature (plant life, forests), life, stability, restfulness,
and naturalness. On the other hand, green in some tones or certain contexts (such as green skin)
might instead suggest decay (fungus, mould), toxicity, and artificiality.
Blue: Suggests coolness, distance, spirituality, or perhaps reserved elegance. Some shade of blue
is flattering to almost anyone. In its negative mode, we can think of the “blues”-the implication
being one of sadness, passivity, alienation, or depression.

Violet: Is the colour of fantasy, playfulness, impulsiveness, and dream states. In its negative
mode, it can suggest nightmares, or madness.

Pattern

Pattern is an underlying structure that organises surfaces or structures in a consistent, regular
manner. Pattern can be described as a repeating unit of shape or form, but it can also be thought
of as the “skeleton” that organises the parts of a composition.

Figure 5.5: Patterns

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