How does a brand or retailer ascertain the right color, or palette of colors, for their products? What is the process by which designers, product
development teams, and buyers choose color—and where do those colors come from?
Color forecasting is the process of predicting the probable color and trend directions across the spectrum of fashion and related consumer products. It provides direction for designers, product developers, and retailers, assisting them in choosing colors that will appeal to the customer and drive sales. The role of color forecasting—researching, predicting, and ultimately interpreting color in order to drive sales of a product—has evolved as a legitimate and necessary enterprise, and one that the student of fashion design, product development, or fashion marketing and promotion needs to understand.
While color forecasting involves a great deal of research, it is also a creative process and should be an enjoyable one. Unfortunately, for many of us the concept of color forecasting can be uncomfortable, implying guesswork and an element of risk. This book aims to demystify color forecasting by exploring why and how seasonal palettes are developed. Combining their experiences and contacts in the fashion business, the authors offer a practical guide to the skills and methodologies needed to build a timely color palette that connects with the wants and needs of consumers.
Printed in English, Full Color Paperback, 192 pp.
Lawrence King Publishing, Ltd., London UK
February. 2012
Condition: Near Fine / Line New