Now here’s a funny thing. Fashion is about constant reinvention: a restless, hyperactive shufing of pattern, colour, texture and shape. Yet luxury brands spend a vast amount of time and efort creating, promoting and policing a single, strictly defined visual identity.
Of the last is, perhaps, the least understood. It’s arguably the most important, however, and often the first element that a particular brand brings to mind: Hermès orange, Dior grey, Tiffany blue and Chanel black and white.
‘Nothing grabs our attention better than the thoughtful use of colour,’ says Laurie Pressman, vice-president of Pantone Color Institute. She should know: Pantone is the world’s leading colour specification company, working with brands to ensure accuracy in print, in store and online. ‘It is a difierentiator,’ Pressman adds. ‘Because each colour conveys…
