The Research On The Colors Of Business Womenswear By Using Consumer Cognition Psychology

Compared with the international womenswear brands,Domestic womenswear brands started relatively late,which makes domestic brands at a disadvantage.Meanwhile,as a livelihood industry,the clothing industry is reflecting the changes of times and cultural innovations,playing a crucial role in economic and cultural developments and improving the life quality of consumers.Nowadays,as a branch of the categories,Domestic business womenswear brands are putting more attentions on color considerations in design process as the job positions for women are getting more diverse and employees are getting younger.At the same time,the color that shown as the intuitive impression of a garment can convey the design concept and emotional factors to consumers on the first sight.To build a connection with the customers,Domestic business womenswear brands should take the impact of color on consumers into consideration to establish the very brand image,and take care about the emotional needs of consumers in different styles to enhance the loyalty to the brand and attract more new consumers.In this project,several research methods are used,such as,literature analysis,crossdisciplinary reference,experimental research and questionnaire research.Based on the theory of cognitive psychology and kasei engineering,the research questionnaire is designed by using method of semantic differential analysis to understand consumers' cognitions of the hue,saturation and brightness on business womenswear's color.And discuss the overall plan and process of consumer cognition experiments in details: Firstly,choose the perceptual words to describe business womenswear's color according to consumers' cognition.Secondly,analyze and extract the color of the commercial womenswear in both domestic and international brands,and set up the sample of the color for the project.Establish the SD quantification table by using semantic differential method.Thirdly,design and distribute the questionnaires to the consumers where they can semantically evaluate the samples by observing the color sample pictures.Through the first round of color-based business womenswear's color cognition experiment,the color hues that correspond each emotional semantic word are acquired.Establish a new color sample map and use method of semantic differential to investigate the consumer's perception of color saturation and brightness according to the five different levels of color saturation and brightness changes.Through the consumer color cognition experiment,we found that compared with the chromatic color,black,white and gray are the most preferred colors to consumers.In addition,from the consumer cognition,the lower the saturation could get,the color would be more suitable for business womenswear,the more modernity,calm,elegance,softness,fresh and unisex feeling the color could bring;the brighter the colors could get,the more modernity and fresh feeling the color could bring,the dimmer the colors could get,the more calm and masculine the color could bring.At the end of the research,the project took the domestic brand,main business womenswear collection SAATCHI DESIGN,a branch of Zhejiang qiaozhibai garment Limited,as an example.The colors in the collection are analyzed and compared with the result from the research and bring up the product improvement strategy based on the consumer's cognition of the color of the business womenswear.Provide domestic business womenswear brand with the theoretical reference for the design considerations on colors.