COLOURS IN
FASHION MARKETING
The Wright Theory (of colour) (Wright 2011, p.2; Wright 2013)
The Wright Theory is part of the Colour Psychology. The theory’s fundamental beliefs are:
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“Each hue affects distinct psychological modes
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The psychological effects of colour are universal.
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Every shade, tone or tint can be classified into one of four colour groups.
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Every colour will harmonise with every other colour in the same group.
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All humanity can be classified into one of four personality types.
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Each personality type has a natural affinity with one colour group.
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Response to colour schemes is influenced by personality type.”
*Hue means name of the colour (Fussell 2017)
Once a person’s group is established, their colour preferences can be predicted (See pictures above). In other words, The Wright Theory is important to Fashion Marketing because it can find out what is the preferred colour of the consumers.
