WHY INITIAL

WHY INITIAL?

Once we know that we are asked to do this color research, we immediately came up with Initial as our research brand.

It is obvious that Initial wins customers' heart with its unique color combinations and overall mood. Its consistently used colors scheme successfully presents all it’s providing to customers as a whole, including fashion, store interior and atmosphere, customer service and promotion.
It is like a whole package to wrap customer’s mind, impresses them.

Color is also an important element helps presenting the seasonal theme of the brand. Natural colors are core colors of Initial, promoting relaxation, asking customers to get away from the busy daily life and explore new insights from the nature, going back to originality.

In the coming couple of weeks, we are going to conduct an in-depth analysis on the topic with colour theories applied.

As Initial's color use is consistent in all its aspects, we are going to explore its color use in fashion, promotion, store interior. After that, we will reflect whether our analysis and application of theories and principles respond well to socio-cultural diversity.