CHROMATIC CATEGORIES IN FASHION COMMUNICATION

Colour is a sign. It has a signifier, which is the particular shade of light, and a signified, which varies and is determined by human perception and by the feeling sparked by light radiation.

Colour is generated by light. Without light we have not colour. So, colour is light and being light is a form of energy, that generates different emotions

White
Light and neutral, white goes well with any color. Associat-ed with cleanliness and purity, innocence and gentleness, it gives you a feeling of freedom and uncluttered openness.

The innocence and gentleness of white

Black
A mysterious colour, it gives you a feeling of perspective and depth. Symbolizing elegance and refinement, it is always regarded as a prestigious color.

The black colour in this Dior 2017 adv

Red
An expressive colour extensively used in fashion and de-sign, red is the most visible and lively of all colours, and creates attraction and excitement. The wearer naturally portrays an image of energy, enthusiasm and confidence. It also suggests an erotic feeling.

Rachel Platten, the "woman in red" for the American Heart Association's Go Red For Women

Yellow
Similar to red, it creates attraction and excitement. However it suggests a more fun and sunshiny mood. Usually liked by those who embrace changes.

The yellow of Elie Saab Resort 2017 Fashion Show

Blue
A popular colour liked by most. Emotionally opposite to red and yellow, it brings about a very soothing and relaxed feel, pleasant to the eyes. Naturally refreshing in mood, it's a good choice for daytime wear.

The blue of Byblos Fall/ Winter 2016-2017 RTW - Milan Fashion Week

Green
It helps open the heart so we may be more empathetic to those around us. It is often a colour we are drawn to when we are under emotional stress, because it promotes relaxation and calmness and soothes the emotions.

Greenery, the colour of the year 2017 of Pantone

Purple
Purples and violets are connected with many of your higher senses i.e., sensitivity, spirituality, compassion and higher ideals. Like blue, these colours stimulate creativity and in-spiration. Purples and violets have a purifying, antiseptic effect, and are physically cooling.

The purple of Hermès F/W 2017 show at Palais de Chaillot, Paris