Color Combinations in the Clothes Visual Merchandising.

Galun D., Ph.D.


Man takes up to 80% of the information with color. This feature of human perception is used to stimulate consumption, to motive a spontaneous emotional purchase in the visual merchandising. Grouping items by color is more typical for women's assortment, as color scale of women's collections is greater due to the specific consumption in turn. It is necessary to collect the groups of clothes models of the same color within the same style for realization the color grouping during the implementation of the whole pre-sale preparation. Then it is necessary to make a decision whether to mix the colors among themselves or not and what color combinations to use. Creation of one model in several colors is typical for the market of mass consumption, which may serve as a clue in deciding on color combinations.

All the colors and combinations can be divided into two main groups:
A. Simple, clean, bright colors. Contrasting combinations;
B. Complex, unsaturated colors. Nuance combinations.

A-colors affect as a strong, active irritants in terms of physiological effects. They satisfy the needs of people with a healthy, unwearied nervous system. These include, for example, a combination of red, white and black. It is basic, i.e. mostly repeated in collections from season to season. B-colors are rather calm than excite, they cause complex, ambiguous emotions. It takes a longer contemplation for its perception and suits the needs for fine and dainty senses. The capsule system or the system of color themes is used in the planning of assortment currently. It consists not in a display of assortment uncoordinated in style, color and purpose but in a complex proposal ready for the buyer, where the presentation is a speechless seller actually. The color combination is determined at the design stage under these conditions. The task of the visual merchandising is to accept this recommendation to act or to correct it. This article illustrates the results of the experiment for using more than three A-colors in combination which is not of the baseline.

The essence of the experiment is that the garments belonging to the same color and style theme are presented by light combinations of A and B (Fig. 1, 2). In this case, A-combinations are not basic. Photographs of displays were evaluated by a group of respondents which included the consumers and specialists in the visual merchandising.

C:\Documents and Settings\dmitry.galun\ \ \1.jpgFig. 1. The clothes visual presentation by color combinations.







C:\Documents and Settings\dmitry.galun\ \ \2.jpgFig. 2. The clothes visual presentation by color combinations.









According to the evaluation B-combinations were more attractive for the consumer at the stage of fitting, i.e. variants from the visual presentation of no more than two pure and bright colors, which can be contrast (Fig. 2 B) as well as cognate contrast (Fig. 1 B).

Hence it can be concluded that the color has a psychological content; color combinations arouse aesthetic feelings; the color may build the visual presentation, and may destroy it.



About the author:

Last name, first name in full. Galun Dmitry
Degree (if any). Ph.D.
Name of educational institution. Moscow State University for Design and Technology
E-mail address.
Mailing address (be sure to index).
107 113, Moscow, Russia, 3d Rybinskaya 1/40-41