Effect of color on fashion fabric image

Abstract

AbstractBefore the start of every season, fashion forecasting companies predict upcoming fashion colors. They cater to modern consumers, who are very sensitive to fashion trends. Therefore, to satisfy the trendy consumer with a fashion product, the fashion design must first be found, since image matters. Then the design must be followed by an analysis of each design element's effect on the total image composition. Previous studies of fashion image have found a significant correlation between fashion design elements and the fashion image. The effects of each element were studied, but few studies dealt with compound elements. In this thesis, two fashion design elements, color and fabric, are simultaneously considered to classify the fabric image. For color variables, 10 hues were selected from Munsell system of color notation, and 12 tones currently used in the domestic fashion industry were selected from PCCS color notation. Texture variables used in this survey were classified by luster, prominence‐depression of surface, thickness, and density of fabric. Graduate students ranging from 20‐ to 50 years old and specialists in fashion companies participated in the survey. The results of this survey show that: 1) Fashion fabric image is classified into 5 main descriptive image categories: ‘elegant,’ ‘comfortable,’ ‘characteristic,’ ‘light’ and ‘simple.’ 2) The influence of hue, tone, and texture are significant in fashion fabric image. Colors, such as yellow‐red and red hues, and light grayish and dark grayish tones convey an elegant image. The texture property for an elegant image is luster‐thin fabric of low density. Properties of fabric conveying a comfortable image are yellow‐red and green‐yellow hues, softness, light tones, matte finish, and high density. Hue, however, turned out to be an insignificant variable for a unique image, whereas dark grays, grayish tones, luster and prominent texture conveyed a unique image. For the light image, fabric properties are blue‐green and purple hues, light and bright tones, and thin, low‐density textures. Properties of fabric conveying a simple image are blue‐green, purple‐blue, green‐yellow hues, and strong, vivid tones, with luster and flat texture. © 2003 Wiley Periodicals, Inc. Col Res Appl, 28, 221–226, 2003; Published online in Wiley InterScience (www.interscience.wiley.com). DOI 10.1002/col.10147