Fan Lord said: The story of color
It is said that the trend is ever-changing, I don't know if you have found that the watch circle and the fashion circle in the past two years have become more and more popular to use color to express product design.
For example, "Tiffany Blue" has been crowned the title of "the most luxurious color". The reason for this statement, in addition to Tiffany's own luxury attributes, is also inseparable from the promotion of the Patek Philippe Nautilus "PPT" at a high price of 41.39 million last year.
In addition to the piece that was auctioned, other limited editions have also been collected by celebrities, belonging to the kind that is embarrassed to say hello without wearing a piece.
In fact, not only the Nautilus, but also other brands and the model in the Tiffany blue similar to the disk, have followed a wave of upward trend.
Like the 41mm turquoise surface of the Rolex Oyster Perpetual series, it is very close to Tiffany blue, and it has been very popular since its launch, and the premium rate has risen. It has been rumored that the price of 30,000 euros in foreign countries has broken through, and the premium rate of 400% is crazy.
A few days ago, Christie's also had a 2021 OP turquoise disk Ref.124300 on auction, and finally sold for 69,300 Swiss francs (about 470,000 yuan), and the price doubled.
Similar to Tiffany blue and also very popular a while ago, there is also Omega X Swatch's "Uranus Blue", which has also been speculated to double the price. Even the Malaysian Johor prince who usually had a pile of trench watches couldn't help but grab it.
As for how hot the green disk is in recent years, I believe that everyone is already familiar with it, and the major brands are constantly new.
Like the recent F1 seven-time champion Hamilton because of the "jewelry ban" and the FIA bar, for the watch protest to wear 3 watches, 8 rings, let people call good guys. The most eye-catching of the 3 watches is the first official team chronograph released by IWC, the new Pilot's Watch 41 "Mercedes-AMG Petronas Formula One™ Team" special model, green is the team's iconic Petro-Oil green, instantly eye-catching.
Richard Mille recently played pink with the RM 38-02 BUBBA WATSON tourbillon watch, a collaboration with renowned golfer Bubba Watson. It is said that Bubba urged Mr. Richard Mille for a full decade in order to want a pink watch.
The design of this watch is inspired by Bubba's "lucky color", and the pink color is also a tribute to his iconic Ping serve. The case is made of pink and white quartz carbon fiber and Carbon TPT carbon fiber, respectively, and the different materials and colors can be described as a combination of beads, which is particularly interesting to wear on the hand.
In fact, not only watches, fashion brands are also ten level players who play with color, and many have their own representative colors. Like speaking of Valentino, many people will think of a strong "Valentino red".
Recently, in order to celebrate the 90th birthday of Valentino Garavani, they also held a special installation art exhibition in his birthplace, and the iconic red dress was impressive as soon as they entered the door.
The color of the brand will also evolve with the trend, the same Valentino, in addition to the red also cooperated with Pantone to launch a whole Valentino Pink PP series, this full of fluorescent pink tones, lively and bold, unforgettable.
There is also the BV green that has been brushing the screen all over the world for the past two years, so that people will think of Bottega as soon as they see this green. Even when Daniel Lee, who brought it, left the brand, it has been used ever since.
Bottega Veneta 2022FW Runway
In other words, playing with color has become a new trend for big names to express their design language, and today Fan Lord will tell you why some colors are so hot
Intuitive
As the second logo of the brand, improve recognition
First of all, from a scientific point of view, humans are visual animals, more than 80% of the information is obtained through our eyes, so quickly capturing the line of sight is crucial to conveying information.
Color is the simplest and most intuitive communication element relative to words and shapes, and a bright or chic color can often capture consumer attention in an instant. Pantone Vice President Laurie Presman also said that color influences up to 85 percent of product purchase decisions. Therefore, in the design of the product, the use of color is also a top priority.
Fashion brands choose exclusive colors as business cards, also because among all the elements of visual communication, color is a brand identity that is more intuitive and easier to be understood by consumers than the logo. There are also fashion company experts who believe that color can be used as a kind of visual shorthand for a brand.
For example, Tiffany Blue, although it is not known why the founder of the brand, Charles Tiffany, chose this color, but there is speculation that it is related to the popularity of turquoise in the 19th century, and turquoise is the favorite of Victorian brides. At the 1889 World's Fair, Tiffany was already using this color.
In 1998, Tiffany & Co. registered a trademark for Tiffany Blue. Three years later, the brand, in collaboration with Pantone, officially named its hue "1837 Blue" to commemorate the year the brand was founded.
Taken from the color of the robin egg, which symbolizes happiness and happiness, it has been powerfully conveying and symbolizing Tiffany's identity for so many years, and it is very eye-catching at a glance wherever it is.
Although Hermès orange is also deeply rooted in the hearts of the people today, in fact, the founders chose beige at the beginning to represent the brand, and later became mustard.
During World War II, because of the scarcity of the original color packaging, the bright orange of the temporary complement was greatly praised, and the orange of Hermès changed over time, and gradually became the familiar color after the 1960s.
This orange has been used to this day, no matter how the size and shape of his family's packaging box changes, the iconic orange has not changed to this day, and has gradually become a symbol of luxury.
Although Hermès registered a trademark for Hermès oranges worldwide, in 2005 the European Union Intellectual Property Office refused to register the color as a trademark because, according to the judges, orange was too common and over the years, Hermès repeatedly appealed but was rejected. Until now, the legal struggle has not ended.
At present, the world's long-established well-known fashion brands basically have their own iconic color code as the second logo of the brand, such as Chamele Blue, Cartier Red, Chanel Black and White, Fendi Yellow.... Greatly improve the recognition of the brand.
In addition, for designers, the use of color is also much more than the logo, in addition to designing the main products, you can also use the brand logo color to create a brand perimeter and even architecture. The gameplay is rich and interesting.
For example, Bottege built an outdoor maze installation in Seoul, South Korea, with the brand's iconic green theme, which feels very futuristic and attracts many people to punch in.
Brand cafes are also a common way to play, such as FENDI CAFE, which has been launched around the world, using warm, thick Fendi yellow (derived from an Italian parchment material called Pergamena in the 1930s) as the theme color, which is also immediately recognizable.
significance
Exclusive colours express the brand's history and design philosophy
In addition to visually conveying brand elements and improving recognition, color itself also has its own information and meaning, and when choosing colors, brands also consider how colors can communicate their own image, tell brand history or design ideas.
Chanel's classic blacks and whites have a story behind them. Ms. Gabrielle Chanel was abandoned at the age of 12 and was taken to the Obazin Monastery with her two sisters, where she spent 7 years.
Life in the monastery had an important impact on her entire career. Her biographer said that the black-and-white costumes of the nuns and orphans, as well as the beige of the monastery walls, became the hallmarks of Chanel's fashion.
Chanel believed that the black and white uniform was solemn and pure, never outdated, and became an important source of inspiration for her future women's clothing designs. Similar styles are seen on the runway almost every year.
Yohji Yamamoto's black color comes from the designer's own childhood trauma, and the death of his father and the independence of his mother made him obsessed with black, forming a strong and persistent character.
Yohji Yamamoto once said, "Black is one of the most attitude colors, and it clearly expresses 'I don't bother you, and you don't bother me'." Therefore, not only is he a black maniac when designing fashion, but his clothes are black from head to toe.
Christian Louboutin's red inspiration is the opposite, compared to the solemn cleanness of black and white, red is high-profile and powerful.
Christian Louboutin, designer of red-soled shoes, believes that even if French women in the nineties didn't like color, they still wouldn't abandon red, because you can wear black and white, but you can still have red lips or nails at the same time.
Valentino's once-popular red color also contains a story.
Designer Valentino Garavani watched a performance at the opera house as a student, and he was extremely impressed by the sight of a woman wearing a red dress in the crowd, and the bright red color became the representative color of the brand's early days, and the Valentino red dress also became a classic in the hearts of fashion fans.
Cartier's red box is also a long history, it is hot and intense, and whenever the other person holds it in the palm of his hand, he always feels that he is showing you a true heart, so it has always been considered a symbol of treasure, vows and love.
It has been used many times in film and television dramas to express vows and show love, such as in "Stealing the Dragon and Turning phoenix", when the male partner proposed to the heroine played by Hepburn, the engagement ring was placed in Cartier's iconic red box.
Chammet has always had a soft spot for blue, and in 2016 adopted the iconic Chaméry blue as its exclusive hue.
Jean-Marc Mansvelt, CEO of the brand, believes that blue itself is a very interesting and vibrant color, while the beautiful blue is more intense and associative, it is reminiscent of the former kings of France, but also reminiscent of the French Sever region, both historical and storytelling.
The adoption of Bottega green is related to the current environment, and this green has a clear vitality and hope, indicating that people also crave optimism and happiness in the ongoing pandemic.
However, BV green is not new in the past two years, and a spokesperson for the brand pointed out that this color has been used by the brand for decades, and the archives show that Bottega stores used this green paint in the 1990s
Some new brands customize exclusive colors in the hope that they can empower the brand with exclusive colors. Jason Wu Grey, for example, is meant to bring out Jason Wu Grey's side line; when Tom Brady launches his new brand, the custom Brady Blue also wants to evoke determination, commitment and loyalty.
trend
Defining the series with color systems is the current popular trend
In addition to being able to represent a brand and convey different design concepts, using a color to design a product series or unique products is also a major popular trend in the current watch circle or fashion circle.
For example, at the just-concluded Watch and Miracle Time And Clock Exhibition, IWC cooperated with the well-known color agency Pantone to customize several exclusive colors to launch a new series. For example, the new Pilot's TOP GUN Chronograph with a colored ceramic case "Forest Green" special edition, the forest green used is also named IWC Woodland.
There is also a Pilot's Series "Lake Tahoe" Special Edition, the IWC Lake Tahoe white ceramic case inspired by the white uniform of the Navy and the winter landscape of Lake Tahoe, which also coincides with the design concept of the TOP GUN Chronograph.
Some time ago, Hublot released a world-first synthetic sapphire material, the brand uses alumina and chromium composition composite material, developed a new purple, transparent and bright, very rare before the watch ring.
Blancpain released a "Aurora Green" fifty-ton deep submersible , Bathyscaphe Mokarran trenchless hammerhead shark limited edition watch , which is also very popular. For the first time, it adopts an aurora green color scheme, and the line decoration on the green dial is like a "deep sea aurora", which is beautiful to the heart
The real thing is more beautiful than imagined, the gradient green dial, after dozens of processes such as the nano-plating process, only to present a unique "Blancpain green". Like an aurora in the deep sea, it shines brightly at different angles.
Vacheron Constantin's limited edition watch launched on Tanabata last year, the color is derived from the hydrangea flowers that bloomed when the Tanabata cowherd weaver girl met, and the rich purple pink color made people very popular. And the flower language of hydrangea is hope, happiness, reunion, loyalty... Purple sun color represents romantic love and eternal commitment, which is full of good wishes for lovers to reunite, not only high value, but also super romantic.
This trend is even more pronounced in the fashion world. For example, Valentino, which released new products this fall and winter, the show showed a whole Valentino Pink PP series with Pantone. It is incredibly engaging and vibrant, and it's easy to get the experience to feel like a borderless feeling that breaks reality, which is very dreamy. There is also a sense of utopia in the big show scene.
It has been uncommon in fashion circles to find Panton's special custom colors. In 2020, ZARA cooperated with Pantone to launch a whole series of new spring products, focusing on natural colors, which are very suitable for spring and summer.
New Balance launched a periwink blue sneaker this year, periwinkle blue is the 2022 pop color defined by Pantone this year, and it has also been quite popular recently.
LACOSTE also found Pantone to customize a green called FOREVERGREEN, which is inspired by the Everglades of Florida, which is an area where crocodiles and alligators live together, and the brand is in line with the tone and has the intention of calling for environmental protection.
Value
Scarce colors also have premium capabilities
Playing with color is not only the current popular weather vane, some unique color matching limited styles have value-added attributes, the more scarce colors, the more premium ability.
Last year's Parrot, which PPP and Tiffany cooperated with, can be said to have its own aura as soon as it appeared. It is not only a joint name of the two king fried brands, but also a unique color, the first Tiffany blue disk nautilus, plus a limited buff, the first of 170 pieces, it was auctioned for a high price of 41.39 million yuan.
There was also the Patek Philippe Grandmaster Chime 6300A-010 'Only Watch', which set a record a few years ago, which fetched an astronomical figure of 31 million Swiss francs (about 220 million yuan). It is a watch specially designed by PP for the Afternoon Watch charity auction, as a masterpiece of showmanship, coupled with a unique salmon color dial, it is naturally a rising tide.
Among the big fashion brands, like the joint shoes of Louis Vuitton and Nike Airforce 1, which are very popular this year, Sotheby's auction is a special edition color matching, the iconic old palm with white checkerboard, integrating the classic elements of the two brands, and the total transaction price of 200 pairs of limited editions reached 160 million yuan.
Such an operation can also be traced back to the cooperation series between Supreme and LV in that year, and the most popular Supreme red of the hipster people rarely appeared on the LV classic package, and now a few years have passed, and the series of items in the second-hand market is also higher than the original pricing.
Well, those things about color will be told here, after reading have you got more new "postures"? Welcome to leave a message and discuss it with everyone