Using Colour on your Fashion e-Commerce Website
Colour and composition work together in designs and images to create something visual that provokes an emotional response. Design refers to anything from the print on a fabric to the photography and the website where the photography is placed.
Seeing Colour in Real Life, and on a Screen
When we see an object in the real world (rather than on a screen) we are seeing reflected light – the brightness (quantity) and colour temperature (quality) effect how we perceive the colour of what we are looking at. The way our brain processes visual information also means that we ‘see’ something that isn’t real, for example, when looking at the Shades of Grey chart below it looks like the the grey shades of each square are darker on the right and lighter on the left – this is because they are being compared to the shade next to them, the squares are not gradients, but one solid colour. These type of illusions generally don’t cause problems in design but it’s good to be aware of then when planning the design of the website and images that show products.
Brand & Website Colours
Very often fashion websites have a white background, with the main text in black, and grey as an accent or compliment. This neutral scheme simply allows the pictures of the garments and accessories to stand out and not compete for the viewers attention. Even with this basic colour palette the style can be powerful and communicated the brand aesthetic without ambiguity.
Photography & Colour
When showing clothing and accessories online it makes sense to make the product centre of attention by using the photography to do this. How colour is used in the photographs depends on you brand or collection aesthetic. Colours can change over collections and seasons, but the brand needs to send out the message consistently or the results will be confusing to the viewer.
With studio photography the background can be any colour you choose. Usually Colorama background paper rolls are used and can creating a seamless background, although they are sometimes used dropped to the floor showing definition between wall and floor. Walls / backdrops can be painted to reproduce a particular colour. Paint colours can be easily matched in decorator and DIY shops.
In the studio, using artificial light, we have full control over the colour and light and can consistently reproduce looks, but when shooting on location or outdoors using available light it is very different.
The Couture Gallery London
The Couture Gallery boutique in Kensington creates bespoke, show stopping bridal gowns by Danish designer Britta Kjerkgaard.
For shooting this beautiful collection a mid-grey Colorama background paper in ‘Cloud Grey’ was chosen. The grey provides a neutral backdrop to all the textures and beauty of the elaborate dresses shine through.
The shop and website branding use grey accents maintaining the neutral theme throughout, the results are very elegant and focus it firmly on the beautiful gowns.
Colour and composition work together in designs and images to create something visual that provokes an emotional response. Design refers to anything from the print on a fabric to the photography and the website where the photography is placed.
Harper Scout Beach
Independent brand Harper Scout Beach designs and sells beautiful resort wear. Designers Corinne and Lucy have created a a super desirable look in the 2019 Muse Collection.
For the studio shots a warm background Colorama was chosen in ‘Oyster’. This warm neutral is reminiscent of sand and sunshine, it also tones well with the orange brand logo.
Seeing Colour in Real Life, and on a Screen
When we see an object in the real world (rather than on a screen) we are seeing reflected light – the brightness (quantity) and colour temperature (quality) effect how we perceive the colour of what we are looking at. The way our brain processes visual information also means that we ‘see’ something that isn’t real, for example, when looking at the Shades of Grey chart below it looks like the the grey shades of each square are darker on the right and lighter on the left – this is because they are being compared to the shade next to them, the squares are not gradients, but one solid colour. These type of illusions generally don’t cause problems in design but it’s good to be aware of then when planning the design of the website and images that show products.
Brand & Website Colours
Photography & Colour
When showing clothing and accessories online it makes sense to make the product centre of attention by using the photography to do this. How colour is used in the photographs depends on you brand or collection aesthetic. Colours can change over collections and seasons, but the brand needs to send out the message consistently or the results will be confusing to the viewer.
With studio photography the background can be any colour you choose. Usually Colorama background paper rolls are used and can creating a seamless background, although they are sometimes used dropped to the floor showing definition between wall and floor. Walls / backdrops can be painted to reproduce a particular colour. Paint colours can be easily matched in decorator and DIY shops.
In the studio, using artificial light, we have full control over the colour and light and can consistently reproduce looks, but when shooting on location or outdoors using available light it is very different.
The Effect of Weather & The Seasons
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