PRIMARY EFFECT

A conceptual play on the Primacy Effect—a cognitive bias in which we form a strong initial impression before later information arrives, or familiarity dulls perception—the collection explores a parallel in primary colors. Just as information retention decreases over time, hues shift in potency as light changes throughout the day. An early morning red is burnished by late afternoon; the blue of a daytime pool takes on an artificial yellow glow by nightfall.

In an increasingly saturated visual landscape, the question of how color holds attention becomes harder to answer. Contrary to the primacy effect, it is time itself that makes color more memorable. The collection features colorways such as: Pool Party, Lawn Games, Sunburn, and Night Swim —named for the moments they inhabit rather than the colors they contain. 

Each exists as a kind of static memory, a snapshot of the day at its most sensory and most vivid, designed to linger with the strength of a first impression.