From the course: Color Trends

How color trends are useful

From the course: Color Trends

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How color trends are useful

- Color plays a key role in triggering a psychological and emotional response in the viewer. As a matter of fact, color is the first step in communication. Our early use of color started with cave paintings where we told stories of hunting, gathering, and life. Egyptians added symbolism behind color, where every hue held a meaning tied to the elements found in nature. They became incredible storytellers and clearly used color to support them. As civilization grew, so did our connection to color. Specific colors became a status symbol, like purple. Purple was such an expensive dye to produce that since only the elite could afford such luxury, we started to associate purple with a feeling of royalty. Religion became deeply rooted in color through divine meanings and symbolism. And today there's several factors that influence color trends. Most people assume that it's all about fashion, but it's not always the case. Yes, fashion can have an influence, but even now fashion designers are seeking inspiration from travel, art and culture. Arts and entertainment also play a role in trends. A famous artist wears a color and then the next week everyone else is trying to wear the same hue. Even social media can play a role in this. I'm sure you've seen all those great visuals of colorful rainbow brands, especially on Instagram. And while personal experiences with color can influence our perception, we can't possibly predict those for an entire brand's audience. Now, there are two areas that form a deeper value and connection to color, culture and socioeconomic issues. This is because they evoke profound emotions. Leveraging these emotions in the right way can help a brand build a lasting connection with their audience. Today, green hues hold a close connection to the environment and health, but it was once seen as a color that depicted sickness. While we should never create a brand based on trends, these trends can often shape and influence how we feel. That is why developing an understanding of color trends can be very useful.

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