When it comes to factors that determine and shape the colours used by brands, designers and manufacturers today, the catwalk has fallen out of fashion while social media is now the biggest influence.
James Cropper says brands use personalisation to attach more meaning to their offering, often tailoring colour on demand.
"Personalisation is key to how brands connect with consumers these days, it's becoming more prevalent and it's going to grow in relevance. It's not just about colour, it can be about texture and many other aspects," says James Cropper master colour blender Mark Starrs.
"With our Tailor Made offer we encourage customers to come and work alongside us. We bring them into the laboratory, talk about the make-up of the paper and what types of fibre they want to use, and then they work on the colours, which could come from a variety of different areas.
"It could be a Pantone, a piece of wedding dress or a palette of colours that they're looking to make."