Colors used by luxury ready-to-wear brands in their printing pattern designs between 2015 - 2020 and color perception

In the study titled " Colors Used by Luxury Ready-to-Wear Brands in Their Printing Pattern Designs Between 2015 – 2020 and Color Perception ", the concept of color and pattern was researched and examined by focusing on the collections of women's luxury ready-to-wear brands with the highest sales revenue in the limited years. Purpose of the study; Gucci, Louis Vuitton, Chanel, Hermes, Michael Kors and Prada brands are determined as the brands with the highest worldwide awareness and sales revenue, and the printing patterns they include in their clothing collections are analyzed, and both designers and consumers are informed about the colors and color perception used in the collections of the brands. Color and pattern analyzes of the print patterns used in the clothing collections of the women's luxury ready-to-wear brands that held fashion shows between 2015 and 2020 and earned the highest sales revenue were made. The use of colors and the way gestalt principles are applied in print designs are intended to be a source of inspiration for design students and designers. Women's luxury clothing brands in the thesis direct fashion with the fashion shows they organize every year. They both provide services to their own customers and also create resources for other brands in the field of textile and fashion design, and even inspire fields in different disciplines. Women's luxury clothing brands with the highest sales revenue have been selected for examination within the scope of the study because they are reliable in terms of quality and appeal to a common taste level (high rate of preference) worldwide. Due to the effects of these brands on the masses, the fact that the colors and patterns used in the print patterns of the clothing designs in the collections of the brands are investigated in terms of visual perception, provides a connection with which a large part of the society meets the need for dressing based on which visuals and colors and with which psychological approaches. It is important to consider the print design from a psychological point of view in terms of the meanings it adds to the garment with the messages it carries. Before analyzing the colors and patterns used in clothing designs, a literature search was conducted. The thesis consists of three parts. The first part, "Introduction", states the content and purpose of the thesis. After the introduction, visual perception is mentioned. Under the title of visual perception, the concept of perception and visual perception is explained, and the factors affecting perception are included. Gestalt organization principles were examined due to the tendency to group and organize, which is another factor affecting the perception process, and in this section, examples of print-patterned clothing designs in the clothing design collections of the fashion shows of the six brands determined for the thesis topic between the years 2015-2020 are given. Then, the definitions and features related to color, which is the subtitle of visual perception, are given. After explaining the physical, physiological and psychological effects of color, the main and secondary colors, neutral colors, contrast colors, color harmony, color, form and material relationship are explained under headings. Important developments in the historical processes about color theories are included. The symbolic properties of color are explained. Researches on which emotions the color evokes psychologically are included under the title of color perception. Color authorities, colors and factors that shape fashion are explained. The second part of the thesis is consists of the " Colors and Patterns Used by Luxury Ready-to-Wear Brands in Print Pattern Designs Between 2015 – 2020 ". In this section, six of the top ten brands in the women's luxury clothing category were selected among the brands with the highest sales revenue between 2014 – 2015 Autumn/Winter and 2020 – 2021 Autumn/Winter seasons. The fashion show images of these selected brands (Gucci, Louis Vuitton, Chanel, Hermes, Michael Kors and Prada brands) are included. The colors of the printing patterns they included in the fashion shows they realized were analyzed including the main fabric and their patterns were included. The third part of the thesis, "Conclusion", contains the data obtained from color and pattern analysis.