Color and Emotion - Sneaker Edition
Color is powerful. It can trigger emotions, shift moods and even cause physiological changes within our bodies. These effects on the human psyche have been acknowledged for centuries. The ancient Egyptians, for example, used orange shades to energize and blue hues to calm. Psychiatrist Carl Jung assigned colors to personality traits as a way of conceptualizing identity.
It should come as no surprise then, that today,
merchandizing firms have whole departments dedicated to color psychology. A
booming industry that capitalizes on this relationship between color and
Makers like Adidas, Puma, Reebok, and Nike are all fierce competitors in the race to make the next ‘IT’ shoe. And they know how imperative color is to that goal: “‘between 70% to 90% of subconscious judgement on a product is made in a few seconds on color alone’”, says Jenny Ross, the head of concept design and strategy for lifestyle footwear at New Balance.
After a year of quarantine, sneaker color specialists are seeing a trend towards the energetic and cheerful. Heiko Desens, the global creative director of Puma, says he is “’seeing a particularly positive response to dialed up pastels and strong yellow.’”
This January’s Yeezy Boost 700 “Sun” sneaker, in its orange and yellow elation, is a perfect example. Rick Owens, a brand usually known for black, has taken a new direction with the bright pink Phlegethon Phleg Runner. Many of the sneaker colors on today’s shelves have been chosen to inspire positivity within the customer.
At Ultrafabrics, we understand the emotional significance of color. Along with extensive research, we develop our color palettes to reflect our client’s needs, knowing that they will bring their own history and personal preferences to the table. One person may love a particular shade of yellow because it reminds her of a favorite dress or flower. Another may dislike it because it’s a reminder of a wallpaper they loathed as a child. Our diverse portfolio of colors, covering every inch of the color wheel, is sure to provide everyone with a shade they’ll connect to.
Check out a few of our timeless bright colors and some updated new pastels, that’ll add a bit of positivity to any space.
Timeless, vibrant brights
Updated, fresh pastels