BASED ON THE RELATIONSHIP OF CLOTHING DESIGN, MASLOW'S HIERARCHY AND COLOR

Abstract

With the progress of society and the improvement of people's living standards, consumer demand for clothing has shifted from simple practicality to diversification and personalization. This shift in demand requires clothing designers to have a deeper understanding of consumer needs. Maslow's hierarchy of needs theory provides designers with a framework for understanding consumer needs. This article aims to deeply explore the application of Maslow's hierarchy of needs theory in clothing design, and based on this, explore new ideas and directions in clothing design. Maslow's hierarchy of needs theory is an important theory in psychology, which includes five levels of needs: physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. These levels of needs, from basic physiological needs to the highest level of self-actualization needs, constitute the motivation for human behavior. Physiological needs are the most basic human needs, mainly manifested in the pursuit of comfort and warmth in clothing design. For example, sports brands design clothing that is suitable for wearing during sports to meet the comfort needs of consumers during exercise. Meanwhile, winter clothing places more emphasis on warmth retention to meet the physiological needs of consumers in cold environments.