COLOURS OF LIFE
By Rajiv Merchant. Co-Founder and CEO, Tangerine Colours intrigue me! Even when I was young, I used to pick the most colourful toys and games. Through colours, I can relate to myself, my work… they have definitely shaped my personality. At school, if it happened to be a bad day, I would name it from the colour wheel as the ‘Grey Day’ and it would cheer me up, thinking that the next day would be more vibrant. Personally, I believe that colours reflect one’s thoughts and ideology, and affinity for particular shades reveals one’s traits as it becomes predominant in their aura. I am blessed to be able to understand people through their colour choices, and this has helped me develop the foundation of my profession. I am in a field that requires a strong understanding of fashion, like trends in fabric, patterns and hues, which rule the market for some time. We also need to keep in mind the colour choices of the Indian audience, which again is segmented into high class urban to middle class from the Tier II cities. When a person feels attracted and alive to varied tints and shades, it shows that he or she relates to parts of each colour profile. Hues speak about your mental, physical, emotional and spiritual state of mind. It is important to incorporate colours in life as it enforces that what you feel is what you are doing. A colourful life is always more vivacious and full of zeal. We also have colours which we do not like and strangely, it has our history or bitter past experience associated to it. These disliked colours too should be integrated somehow in our day-to-day activities to outdo those gloomy moments. When I was entering adulthood and started comprehending colours, I read about different shades and their effects on us. I even tried using colours that have positive outcomes in life. That was the time of my life when my likeness towards colours turned into creating Tangerine to fill the vacuum of colour co-ordinates in the home offerings segment. I had a clear thought process to emphasize on the theory of colour co-ordinates. If you know how to mix colours well, you will be one-step ahead of the game, something on the lines of a well-coordinated outfit colour-wise always looking more harmonious and elegant than something worn at random. This is truly something great, as there is something for everyone and for every setting. Modern day research has also advocated the use of colour therapy and how it has benefited people. As said, even broken crayons can colour, so why can’t broken hearts or undeveloped brains be nurtured back to life, using colours? Taking colour co-ordinates as the crux of our brand, we have developed eight colour stories – Turq Tango, Indigo Bay, Midnight Rouge, The Fete Collection, The Zen XP Collection, The Golden Desert Plum Pleasures, Creamy Shades and Scarlet Sunset. The hypothesis of Colours of Life propagates that colour will leave an impact and one need not fear about any side or negative effect of colours on us. They are safe, beautiful and a little experiment with them is undeniably worthwhile. Coco Chanel once quoted, “The best colour in the whole world is the one that looks good on you.” Bold, classy, neon, matt, pastel, cool, warm or subtle - wear your choice of colours and do not forget to flaunt them! Feedback: rajiv@hvllp.com
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