You think they randomly choose those glaring shades of Nike, Adidas and New Balance? Think again.
Aqua blue, acid lime and grape purple. Electric orange interspersed with neon pink. Gray suede and cheetah print mixed with white and gold. These are not descriptions of a minimalist’s worst nightmare, but rather new color combinations from Adidas, Reebok and New Balance. And they are jarring by design.
In the age of the infinite scroll and the era of sneaker culture, where the competition to make the hottest, rarest, most wanted kick is more intense than ever, the shoe that clashes shades with the most force stops traffic — at least of the online kind. As a result, athletic shoe companies are increasingly becoming fluent aficionados of that old art: color theory.
The links between color and emotion have been studied for centuries, from Carl Jung’s color coding of personality traits to focus groups evaluating the ways in which candy colors can affect perceptions of flavor. Drug companies color their pills “cool” or “hot” according to desired effect (hypnotics are often blue or green, antidepressants yellow), and we use SAD lamps in winter to replicate the energizing qualities of a sunny day
Color theory matters more than ever when it comes to what you put on your feet. “We consider multiple views of a sneaker at a very early stage in its design,” Mr. Cioffi of Reebok said. “We’re looking at gloss and backlighting more critically How does this hue of blue translate at 8 p.m. on your Instagram feed when your phone battery is low? It’s worth overthinking.”
Source: The New York Times
