Colour Cipher- A Colour Trend Study and Forecast

My graduation project was about suggesting two colour stories for hummel® India for S/S 22. Its current colour palette was not customised or based on the Indian audience.

The concept at hummel® is to make sports available and accessible to everyone, no matter what their background be. In India, it is aiming to be a lifestyle brand more than a core sportswear brand. The right colour holds almost importance while expanding in a diverse country like India. Colour holds the power to communicate using visual language, and this would prove extremely advantageous for a brand like hummel®.

By the end of this summarised research you'll have a colour book! Sneak a peek?

so, what is hummel?

hummel® International Sport and Leisure A/S, generally known as Hummel (adapted hummel®), is a Danish organization of athletic apparel brand situated in Denmark.

what is my project about?

My graduation project suggests the Danish sportswear brand hummel®, a colour palette suitable for the Indian audience. The palette is curated while keeping in mind that the Danish look and feel of the brand has to remain consistent to make sure hummel® retains its identity of a Danish brand with a presence in India. In today’s competitive scenario, keeping in mind the diversity that India offers, products have to be moulded and interpreted according to the audience to ensure the brand’s growth. A colour palette curated to the Indian audience and brand will draw more attention and subsequently help the brand grow.

brand analysis and research

Competitors in online and offline stores

is India just traditional?

In a country where less is in every case less and more is rarely enough, moderation is a requesting tendency to just sneak in their lives.

Burnt out on extensive meals, numerous Indians are taking on minimalism to clean up their spaces, and well, minds as well.

How about we take a look at the different sides of present day India that add to its development improvement and accordingly its way of life today.

Brands following a minimal philosophy and people reforming their outfit choices to a minimal aesthetic

contemporary? India?

With the evolution and advancement of network and international travel, India has developed its contemporary art and creative outcomes

As international influence is increasing in India, it is exploring its new contemporary side

finally at the core of India!

India’s core values have a significant impact on the psychological buying behavior of the average Indian customer. Its traditions, festivals, art forms, and culture are deep-rooted in most Indians. Even though India is modernising by the day, its age-old values still hold great importance, significance and meaning to Indian consumers.

The India we know, colourful and vibrant

what is going on?

While there is so much happening for culture, society, events, and values, the advertising and entertainment industry have made an essential contribution. The impact on the youth and the general masses influences the demand for specific colour trends.

Reality shows, dramas and movies tell us a lot about what is going on in the society as well as what the audience is enjoying

let’s get specific

Research and analysis on topics relevant to the study are significant, but what is happening at the core topic of study is of utmost importance. Let’s dive in and see what is happening with respect to activewear colour trends.

getting the general idea

It’s colour we are talking about. Since we have seen what India’s diversity has in store, let’s analyze what colour trends are surging in today’s day and time. This section is an overview of the colour trend across all kinds of clothing styles (not specifically activewear).

let’s talk numbers

Hard facts do the best analysis of a situation or any type of functioning. There’s nothing more solid than statistics and survey results. So, what’s more, impactful than looking at hard facts?

colours in different cultures

what are the agencies saying?

It’s a great idea to look at what international forecasting agencies have to say about the upcoming seasons’ trends. It gives one an overview of how global mindsets and trends are moving and what elements might be familiar and internationally accepted/ adopted.

process

After collecting all the data in 1 spot, colours that were in a majority or had significant value were shortlisted. Common colours were cancelled out and 2 colour palettes were generated keeping in mind the agency forecasts. They were then divided into core, generic and trending colours.

To view the detailed process kindly refer:

https://drive.google.com/drive/folders/1eg1vEQtU2y1ha87sdCASIvNUrNkQZTa3?usp=sharing

the final stories

For S/S 21, after detailed research and analysis, it has come down to two colour stories. They have been curated to keep in mind the user psychology for trending topics and situations.

THE DIGITAL SURGE

The modern world presents great inventions that catalyse the growth of humankind by the day. The COVID -19 pandemic led to a significant rise in the use of digital platforms. The new normal comprises virtual meetings, virtual parties, virtual cabinets, and all kinds of virtual social interactions. As we edge towards the probable end of the pandemic and look towards physical interaction, digital mediums will remain strong as ever. The increased availability and ease of communication via digital mediums are globally appreciated, especially amongst people who have busy schedules or require excess travel time.
The digital surge calls for the look good on-screen factor. Colours that essentially bring out one’s personality on screen and make their virtual presence more meaningful.

Expressive Eclectic Efficacious

THE WELLNESS DRIVE

With the rise of awareness amongst a wide range of individuals, wellness has become a priority. Modern science makes it easier for individuals to understand the function of their bodies. Moreover, the overwhelming availability of mental and physical wellness methods accounts for the rising awareness amongst people.
The wellness drive is all about motivation and wholesome well-being. Based on freshness and movement with splashes of joy and ecstasy.

Uplifting Fresh Active

The Colour Book