THE EVOLUTION OF COLOUR IN FASHION (PART 2)

colors  make an important component of our every day lives  from working across the green grass and looking at the blue sky to thinking of wearing  your pretty pink shirt  and matching with that pale grey jeans you wear every other day in a week. the world evolves around colors. colors portray a lot of meanings to different individuals and every culture attach different meanings to colors.for example in Europe and Asia  the color black is attached to mourning but in some parts of Asia the color black is worn by brides on their wedding day. (kress and lueeuwen 2002)  In other words, there is no large or sufficiently powerful group which could sustain a shared understanding of the meanings of color across all societies  (kress and lueeuwen 2002). Its really important that fashion brands take note  of the meanings consumers attach to color so as to attract consumers.It is perceived that  colors serve as a mode of communication.so they go a long way in portraying brand identity. for examples bright colors are attached to spring in some communities .