
COLOURS IN
FASHION MARKETING
People can see approximatively 10 million different colours and are surrounded by these colours in their everyday lives (Goethe 1840; kissmetrics 2017b). Colour Theory explains the way all these colors work together. It consists of: colour wheel, colour value and colour schemes (Fussell 2017).
The colour wheel has Primary Colours (Red, Blue, Yellow), Secondary Colours (Purple, Orange and Green) and Tertiary Colours (colours between the Primary and Secondary Colours that usually have two names such as: red-purple, red-orange, yellow-green) (Hauff 2016; Fussell 2017). An interactive Colour Wheel can be found at:
http://thevirtualinstructor.com/members/interactive-color-wheel/.
Colour Value refers to the darkness or lightness of a colour, this means the amount of white (tint) or black (shade) added to the original colour (Hauff 2016; Fussell 2017). Lastly, the colour scheme is a mix of the colour wheel and colour value, creating infinite options of colours (Hauff 2016; Fussell 2017).
Colour Wheel:
https://designcode.io/cloud/chapter1/Colors-Wheel.png
Colour Scheme:
https://i.ytimg.com/vi/h9YxnBv0BAs/maxresdefault.jpg
Colour Values:
http://facweb.cs.depaul.edu/sgrais/images/Color/value_01.gif
Colour Theory
“Colour theory” together with the "Colour psychology" are relevant to fashion marketing practitioners, because it helps them understand how to mix and use colours in order to draw consumers’ attention (Hauff 2016 2016; DashBurst 2016).

(Gillett 2014)