Colour Theory, Trend Research and Fashion Forecasting
Colour Theory, Trend Research and Fashion Forecasting
Two linked skills are examined: controlling colour deliberately, and using forecast information commercially rather than copying it.
Colour control
- Describe colour by hue, value (light–dark) and saturation (chroma). Tint = plus white; shade = plus black; tone = plus grey.
- Schemes: monochromatic, analogous, complementary, split-complementary, triadic, achromatic.
- Use proportion deliberately - a workable formula is 60% dominant, 30% secondary, 10% accent.
- Simultaneous contrast: a colour shifts against its neighbour, so test swatches against skin tone and against the other fabrics in the range.
- Metamerism: two colours that match under shop light can clash in daylight. Approve lab dips under daylight (D65) and store light, never on screen alone.
- Reference systems: Pantone TCX/TPG for textiles, NCS and Munsell for systematic description.
Forecasting
- Cycle: fads last a season or two, trends 3–7 years, classics persist. A strong range typically uses one new trend, one evolving trend and a core neutral base.
- Sources: trend services (WGSN, Fashion Snoops, Peclers), fabric fairs such as Première Vision, catwalk, street style, subculture, art and politics.
- Typical lead times: colour about 24 months before retail, fabric development around 18, silhouette and print about 12.
- Translate, do not transcribe: filter every trend through brand DNA, customer and price point.
Worked example
Spring palette for a mid-market womenswear brand: 60% undyed ecru, 25% washed sage, 10% pale butter, 5% coral accent. Pantone references, fabric-matched lab dips, and a rule that coral appears only on trims and one print - the range stays cohesive and markdown-safe.
Traps
- Presenting six unrelated colours and calling it a story.
- Treating a trend report as an instruction rather than evidence.
- Choosing colours from a monitor without lab dips.
- Omitting neutrals, leaving nothing to merchandise against.
- Treating a fad as a long-term trend when committing to bulk fabric.