We all perceive colors slightly differently—what one person might think is red, for example, appears orange to someone else. Color association, however, is widely shared within a society: A red road sign conveys a warning, regardless of how you see the color red. In fashion, this instinctive response to color has become an integral part of a brand’s aesthetic considerations. Each season, new collections are presented at runway shows that appear to articulate a designer’s singular creative vision. Behind the scenes in the fashion world, however, color is a science rather than an art. It’s a phenomenon that Andy, the fledgling personal assistant played by Anne Hathaway in The Devil Wears Prada, discovers the hard way. Her apparently innocuous blue sweater actually This story is from Kinfolk Issue Forty-Three Buy Now Related Stories Arts & Culture Issue 29 Malene Bach The Danish artist discusses how to use color intelligently at home. Arts & Culture Issue 47 Alice Sheppard On dance as a channel to commune with the body—even when it hurts. Arts & Culture Issue 47 Dr. Woo Meet the tattoo artist who's inked LA. Arts & Culture Issue 47 Walt Odets The author and clinical psychologist on why self-acceptance is the key to a gay man's well-being. Arts & Culture Fashion Issue 47 A Picture of Health Xiaopeng Yuan photographs the world’s weirdest wellness cures. Arts & Culture Issue 47 Chani Nicholas and Sonya Passi Inside the astrology company on a mission to prove workplace well-being is more than a corporate tagline.