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 45 Yoga with Adriene The internet’s best friend is—finally—finding her own flow. Arts & Culture Garden Issue 45 Piet Oudolf The Dutch designer bringing life—and death—to traditional gardens. Arts & Culture Issue 45 Thomas MacDonell The conservationist transforming the Highlands. Arts & Culture Design Issue 45 The New Craftsmen From the Outer Hebrides to central London, Catherine Lock is celebrating the crafts heritage of Great Britain. Arts & Culture Music Issue 45 Gerard & Kelly On dance, domesticity and the giants of modernism.