David Gandy uses psychology in latest own-label colour strategy

By

Sandra Halliday

Published
Mar 18, 2022

David Gandy is busy at the moment. Fresh from appearing with JLo in the new Dolce & Gabbana eyewear campaign, he’s launching his latest own-brand Wellwear collection and has decided to take a psychological approach to the use of colour.

Given the label’s name, the company said it “continues to shine a spotlight on the scientific benefits of clothing with a new chapter in the brand’s mission to fuse fashion, function and feeling”.

The latest pieces come in “a brilliant ‘Workwear Blue’; a name inspired by the brand’s consistent references to classic and timeless utilitarian design”. 

The Blue Collection will be available across five best-sellers including the Ultimate Hoody, Ultimate Sweat, Ultimate Jogger, Ultimate Crew Tee and Heritage Scoop Tee. 

The palette “aims to improve wearers’ well-being through colour psychology; an area of colour theory that assigns emotional and psychological connections between colours and emotions,” the label said. “As the world’s most popular colour, chosen by almost half of both men and women as their favourite colour, blue is scientifically proven to have a positive impact on us both cognitively and affectively”. 

It added that “pigmentation in material and the way it reflects light promotes differing reactions dependent on where that colour is on the optical spectrum. Longer wave-lengths at the red, orange and yellow ends of the spectrum suggest warmth and also alertness, making us feel awake and receptive, with studies supporting this end of the spectrum’s impact on physical performance. Shorter wavelengths at the purple and blue end of the spectrum are more restful to our eyes which in turn lowers blood pressure, slows down the heart rate and moderates breathing, thus generating a more relaxed reaction. Studies show that way we perceive colour has a chemical effect on the body and mind, and can positively influence the way we feel and act.”

Blue was also chosen as it’s “non-confrontational and can remind us of the tranquillity of serene clear skies and peaceful expanses of water”. Studies in Japan have even showed that introducing blue lights on train stations “may help reduce suicides”.