Objective Evaluation of Location and Time-Dependent Color Tendencies and Individualization Using the Model for Color Analysis of Garment

Abstract

The paper explores the creation of visual identity with the aid of clothing in the period of globalization and social individualization tendencies. The purpose of the investigation was to provide assistance to designers, market researchers and marketing officials in developing marketing strategies for the market of specific cultural and social characteristics as well as characteristics of an individual. It has been assumed that individualization tendencies in the society can be determined by analysis of characteristics of visual elements used by a human being to form his visual image. Using these elements everyone simultaneously expresses the dimensions of own cultural, social and personal characteristics. Measurement and investigation of colors respectively as one of the visually measurable elements is selected as an indicator of social and individual identity. A model for the objective evaluation of individualization tendency has been created.