the beauty in kolor
OBSERVE
Wow! This website alone is worth the time. The scrolling of the (just-right-amount of) strips of images placed like a film strip is both retro-charming as well as hyper-modern-futuristic. As you run your cursor across the film strips they ease their way from black and white into color. Each individual image is a collaged artwork of photos arranged in the most captivating, fresh graphic design language that I'm starting to see from brands that are ahead of the curve. Perspective, proportion and placement are all being played with, challenged and re-imagined. Image stories are created that go from the visual equivalent of technical writing to short-form poetry in the millisecond it takes your brain to say, "Hey! What am I looking at?"
Further observations after digging into the Men's collection…The imagery behind the look created from the kolor line is unpredictable. There are disconnected retro family photographs from the 50s, 60s and 70s, nature photography and random images of items, like part of a stereo circa 1980. The last one is a sideways image of a parachute jumper in full Spiderman hero mode for the piece pièce de résistance of current crazy satisfying surrealism. Also, sensory design is in play. As you move through the images, what I remember from five minutes ago, is that it provides a soft "click" that is reminiscent of an old slide projector. However, what it actually sounds like is more of an electronic note from a future time. I love that engaging with this website is an entire experience. It’s satisfying on so many levels. THIS is how a brand needs to show up in today’s techno-literate world. Yes, I’ve come here to learn about your brand and see your product. AND I want to be entertained and delighted.
INTERPRET
Whomever designed the website is either THAT good or they are deeply a part of the brand ethos. The garments themselves are thoughtful and multi-level in texture, fiber and color. The fit of each item is unique to itself and yet works within the brand code. The styling brings it all to life by marrying the proportions, fit, colors and textures all together in perfect imperfectness. Then the entire look is laid out on top of an immersive photograph, which may be placed right side up or sideways or upside down. What is consistent is the just-a-little-bit of dissonance that exists from the moment you open the site, through each movement you make as you navigate the pages and wander deeper into the product. It's like you're at a house party thrown by extremely interesting people and you're being allowed to (or you just are) go through the rooms of the house on your own. Each one reveals a little bit more of the owner's quirky POV - which oddly echoes the strange unsettled movie plot of our current times. It's satisfying to know someone else sees it too, yet disturbing to then know how real it must be.
ACTIVATE
New Graphic Language – photography is being used to set a mood through Perspective, Proportion and Placement
Ugly is the new Pretty: Dissonance is all around us – lean into it, The Perfect Imperfect
Design for the Senses is REAL – think about ALL OF THE SENSES that can be addressed and designed into your product, your web presence, your marketing campaign, your product delivery – Customer Engagement today is ALL ABOUT THE FEELS – EMOTION MATTERS