Color Watch - Blue By You

The Traditional Is Hot Again

Hot Hue: BlueThis summer, the world's top designers have a case of "the blues," whether it's women's suits and separates from Vince Camuto and Balenciaga or the array of navy attire available from Lanvin Paris. Sophisticated and stunning, blue is a favorite of the promotional industry that's often associated with health, loyalty and wisdom.

Shelley Renning, general merchandise manager at SanMar (asi/84863), considers blue a trusty promotional tool. "Blue consistently ranks as one of the top-selling colors," she says. "It looks great on all skin tones, it's a comfortable and familiar color, and it's a hue that most people will wear."

Renning emphasizes this hue's versatility and the benefits of applying it to logos. "Blue works for virtually all industries, as it is the most prevalent color used for logos," she says. "It's prominently featured in brands ranging from Fortune 500 companies to local organizations and can complement a variety of logo types."

The variety of blues available in the industry is also impressive. Renning highlights soft, icy blues; saturated brights like turquoise and cobalt; greenish shades and aquas; deep denim blues; and blues with a purple cast. She makes special mention of navy and the significant value of its neutral properties.

"Navy is being viewed as a ‘new' neutral," she says, "as it pairs well with so many other shades." But navy isn't the only color with these properties. "Indigo and mid-tone blues also work well as main body colors in garments," adds Renning, "and are still just as wearable as neutrals like black, gray or white."

Finally, she recommends lighter blues for apparel embellishments, such as aqua or teal.