The concept of "color matching" consultation was introduced to China only at the end of the 20th century, which is undoubtedly a great surprise for most people in China who only dare to wear black, white, gray and blue. In recent ten years, "color matching" consultation has become popular in China, which has played an important role in guiding people's dress, promoting the new marketing of commercial enterprises, improving the color planning level of cities and buildings, and improving the visual environment of the whole society.
The basic principle of color: the color change law of shops is based on the basic principle of color. Only by mastering the basic principles of color can we use it flexibly according to the special laws of shops.
1. Terms related to colors and their explanations
Three primary colors, hue, brightness and purity
Three primary colors: red, yellow and blue are the most basic units of color. When the three colors are mixed with each other, three secondary colors of orange, green and purple are produced respectively, and the three colors become black after equal mixing.
Tone: A name that reflects the appearance of a color. Such as red, orange, yellow, green, cyan, blue and purple.
Brightness: refers to the brightness of a color. Is the depth of color. For example, white is lighter than black. High brightness, yellow and purple comparison. Yellow is brighter than purple.
Purity: refers to the degree of purity. The higher the purity, the purer the color.
Cool colors, warm colors and neutral colors
According to the color, it gives people different feelings such as cold and warm. Colors are also divided into cool colors, warm colors and neutral colors.
Cool color: refers to the color that gives people a cool or cold feeling.
Warm color: refers to the color that gives people a warm or fiery feeling. ,
Neutral color: also known as achromatic color, it consists of three colors: black, white and gray. Neutral colors often play the role of spacing and reconciliation in the color arsenal and are widely used in exhibitions. Being good at using neutral colors will get twice the result with half the effort for fashion exhibitions.
Similar colors and contrasting colors
According to the different adjacent positions on the color circle, colors are generally divided into five colors: adjacent color, similar color, medium-difference color contrast color and complementary color. We generally divide them into two categories: similar colors and contrasting colors. That is to say, colors arranged within 60 degrees in the color circle are collectively referred to as similar colors, and colors ranging from 1 10 degrees to 180 degrees are collectively referred to as contrast colors.
The influence of color on customers
Different colors and different TINT will bring different feelings to customers. Mastering the collocation characteristics of different colors can attract customers' performance, adjust customers' shopping mood and create a rich shopping atmosphere in the store with colors.
A. Similar colors and contrasting colors: Similar colors have a soft, orderly and harmonious feeling, and the collocation of contrasting colors has a strong visual impact. Similar colors are good at creating a soft and warm feeling. Contrast colors are more likely to create excitement and excitement.
B, cold and warm colors: warm colors will produce a warm, bright, lively and warm feeling. Cool colors can make people feel calm, steady and negative.
C lightness: high lightness will give people a relaxed and bright feeling, while low lightness will give people a calm and steady feeling.
D. purity: high-purity colors look gorgeous, while low-purity colors give people a soft and elegant feeling.
E. Brightness and color lightness: In the same volume, those with high lightness are lighter and have a sense of expansion, while those with low lightness are heavier and have a sense of contraction.
F, color forward or backward: high lightness has a sense of forward, and low lightness has a sense of backward.