Color greatly influences what we buy. When we have an immediate emotional reaction to a specific hue or collection of hues, this reaction can spark a story into our mind about someone that may use products of this color. Kate Spade uses color to tell different stories. For example, the teal/navy/pink/red/sparkle theme brings the viewer into the the story of a bright and friendly young lady who lives in the city, does weekly yoga, and enjoys getting boozy brunches with her girlfriends. The black/tan/gold theme tells us the story of a young professional who enjoys her work, is ambitious, and wants to remain fashionable and “girly” within the more conservative confines of a corporate environment. By using these colors to tell two very different stories, Kate Spade widens the desirability of their product line to people who are drawn to story #1, story #2, and both.

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