The psychology of colour in clothing labels: An emotional connection with the consumer

In the fashion world, every detail matters. It’s not just about the cut of the garment or the quality of the fabric: every visual or emotional element plays a crucial role in shaping how consumers perceive a brand. However, one of the most underestimated elements in this process is the design of clothing labels, particularly the colour.

The colour on labels is not just an aesthetic choice. In fact, colour has a profound psychological impact on consumers, influencing their behaviour and perception, a phenomenon known as colour psychology.

At first, brands must align the colour of their labels with their brand colours or those specific to a campaign or collection. However, there are occasions when it’s not strictly necessary, and there is room to choose the label colour from a given palette. What colour should we choose for our label to have a positive impact on the consumer’s perception?

The science behind colour psychology

Let’s start with the basics. Are we sure that colour really has an impact on consumer perception? The answer is yes. Numerous studies have shown that colour affects our emotions, behaviours, and purchasing decisions.

According to a study by Satyendra Singh, Impact of Colour on Marketing, around 90% of quick decisions about products are based on colour perception. Furthermore, a report by Colorcom indicates that colour increases brand recognition by 80%.

The psycological meaning of colours

Each colour can have a different impact, either intrinsically due to the hue or saturation of the colour or extrinsically due to cultural influences, as we will see later. Some examples of colours and their impact include:

1. Orange: Energy and Action

Orange is a colour associated with creativity, vitality, and enthusiasm. Clothing labels in orange tones can instil a sense of urgency and movement, making it ideal for brands that want to stand out for their dynamism. It is a colour that also tends to evoke positive and optimistic emotions, making your products appear accessible and friendly.

Ideal for: Youth brands, sportswear, or outdoor activity clothing.

2. Purple: Luxury and Creativity

Historically, purple has been associated with royalty, luxury, and sophistication. It is also linked to creativity and spirituality. A purple label can suggest that your brand offers exclusive, high-quality products. This colour is commonly used by brands that want to stand out for their innovation and elegance, projecting an image of prestige and distinction.

Ideal for: Luxury brands, high-end fashion, or garments seeking to stand out for their exclusivity.

3. Brown: Earth and Stability

Brown is the colour of earth, stability, and reliability. Brown clothing labels evoke a sense of solidity, warmth, and connection to nature. This colour is perfect for brands that want to project a rustic, artisanal, or eco-friendly image and can be ideal for products that aim to convey durability and sustainability.

Ideal for: Sustainable fashion brands, workwear, or handcrafted products.

4. Grey: Neutrality and Sophistication

Grey is a neutral colour that evokes sensations of balance, calm, and sophistication. Labels in grey tones can project a modern and minimalist image, perfect for brands seeking a clean and professional appearance. Additionally, grey is versatile and works well on both luxury product labels and more casual lines.

Ideal for: Office wear, minimalist fashion, or tech garments.

5. Turquoise: Innovation and Tranquillity

Turquoise is a refreshing and calming colour often associated with innovation and creative thinking. Labels in turquoise tones can appeal to a modern and fresh audience, evoking a sense of tranquillity and openness. It is an excellent choice for brands looking to stand out as innovative, youthful, and in tune with current trends.

Ideal for: Youth fashion, summer clothing, or innovative product lines.

6. Gold: Prestige and Success

Gold is the colour of success, luxury, and wealth. A golden label can make any garment feel more exclusive and valuable. It is ideal for high-end brands that want to convey a sense of prestige and opulence. The use of this colour should be balanced, as it can be overwhelming if overused.

Ideal for: Evening wear, luxury brands, or limited collections.

How does colour influence purchasing decisions?

A label with a carefully selected colour scheme can influence various aspects of consumer behaviour, such as:

1. First impressions: Consumers make quick decisions based on colour. The right colour can instantly capture attention and make the customer interested in the product before they analyse it more closely.
2. Perception of quality: Shades like black, gold, or purple are often associated with high-end products, while more vibrant colours like red or orange can make a product seem more accessible.
3. Brand identification: Consistent use of colour in labels can help reinforce brand identity. This creates a cohesive brand experience and makes it easier for consumers to recognise the brand.
4. Emotions and emotional connections: As mentioned earlier, colour has the power to evoke specific emotions, which can make consumers feel more drawn to a brand. Warm colours like red and orange tend to be more stimulating, while cool colours like blue and green are more calming.

Colour selection for different types of clothing

Although each brand is unique and has its own voice, it is important to consider which colours are most appropriate based on the type of clothing being sold from the consumer’s perspective. For example:

• Formal wear: Labels often use neutral and elegant colours like black, grey, or white, which convey professionalism and sophistication.
• Casual wear: Bright and warm colours like blue, green, or red can communicate freshness, comfort, and accessibility.
• Sportswear: Energetic and vibrant colours like orange or yellow can be associated with dynamism and vitality, aligning with an active lifestyle.

For instance, a well-known sportswear brand that uses green on its labels to associate its product with nature and sustainability has successfully attracted environmentally conscious consumers. Conversely, a luxury brand that chose pastel colours for its labels found that consumers associated the products with low-quality garments, resulting in a disconnect between customer perception and brand identity.

The influence of culture on colour perception

Culture has a significant influence on the psychology of colour perception, which is important to consider for brands operating internationally. Colours are not only perceived through the senses but are also imbued with symbolic meanings that vary between different cultures. These meanings influence how people experience and react to certain colours, affecting both their emotions and behaviours.

For example, in Western cultures, white often symbolises purity, peace, and weddings, while in many Eastern cultures, white is associated with mourning and death. Red may represent love and passion in some societies, but in others, it can symbolise danger or warning. Black is the traditional colour of mourning in many parts of the Western world, while in some African countries, red or purple is used. Yellow may be seen as cheerful and optimistic in some cultures but evoke feelings of betrayal or jealousy in others.

Not all cultures see colours in the same way, either. Some divide the colour spectrum differently. For example, in traditional Japanese language, there wasn’t a clear distinction between blue and green; both colours were grouped under the word ao.

Brands looking to enter international markets must be strategic in adapting the colours of their labels, analysing the cultural associations of colours in each region to ensure that the labels are not only visually appealing but also culturally appropriate.

Colour: A strategic ally in label design

From impacting the perception of quality to creating emotional connections, colour psychology can make a substantial difference in how customers view your brand. How do we choose the right colour palette?Identificamos las emociones y asociaciones que queremos evocar.

• We identify the emotions and associations we want to evoke.
• We align the colours with the brand identity.
• We consider the cultural context and target market.
• We test different combinations and evaluate how consumers respond to them, both aesthetically and emotionally.

At Indet, we always take this factor into account in our label design process. Because in fashion, every detail matters, and colour can make the difference between an impulsive purchase and a loyal customer.

What’s most fascinating about this topic is that it’s not static. The use of colours in clothing labels is constantly evolving, influenced by global trends and changes in consumer preferences. Right now, minimalism and the use of neutral and sober colours dominate clothing labels, aligning with a focus on sustainability and simplicity.

However, in the future, we are likely to see an increase in the use of bright and bold colours, driven by the rise of experimental fashion and the desire to stand out in an increasingly saturated market. Additionally, brands will look to integrate more technologies, such as smart labels, where interactive colours or those that change with light could be a new differentiating factor.