Color Trends: A Study from the Perspective of Consumer Behavior

Authors

DOI:

https://doi.org/10.5965/1982615x18452025e0004

Keywords:

color trends, consumer behavior, Zeitgeist

Abstract

The overall objective of this research is to develop an initial framework regarding the study of color trends that incorporates consumer behavior studies. Thus, to achieve the proposed objectives, this research was guided by bibliographical and documentary research, and empirical research. For the empirical research, the methodology used was grounded theory. The data collection technique was through interviews with market professionals working in the function of determining color trends. Business reports on color trends were also analyzed, with studies of the Zeitgeist, coolhunting and proposed color palettes. From these data collected in the empirical research, together with secondary data from bibliographical research, general guidelines were drawn for the development of a theoretical scheme of color trends that incorporates studies of consumer behavior.

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Author Biographies

Paula Csillag, School of Higher Education in Advertising and Marketing

Professora Universitária RTP do Curso de Graduação em Design da ESPM (Escola Superior de Propaganda e Marketing), além do Curso de Educação Continuada Comunicação e Tendências das Cores, também na ESPM. Possui graduação em Artes Plásticas pela ECA-USP e em Administração Pública pela EAESP/FGV. Tem Mestrado e Doutorado em Administração de Empresas pela EAESP-FGV. Publica artigos e participa de congressos nacionais e internacionais, na área de cor. Autora do livro COMUNICAÇÃO COM CORES, publicado pela SENAI SP EDITORA, em 2015. A partir de 2011 é membro do conselho científico e Vice Presidente da Associação Pró-Cor do Brasil. A partir de janeiro de 2015 é Presidente da Associação Pró-Cor do Brasil. É membro dos grupos de estudos Colour Education e Color and Architecture da AIC (Association Internationale de la Couleur), associação científica de estudos sobre cor. Em 2017 foi eleita para a Diretoria da AIC. Em 2007 recebeu o prêmio "Editor's Choice Award" como o melhor artigo submetido ao Congresso Anual da International Visual Literacy Association (IVLA). Foi eleita membro da Diretoria desta Associação Internacional, de outubro 2007 a outubro de 2010 e foi eleita Vice Presidente do IVLA para o ano de 2010. Atua como consultora em cores para empresas. Membro do Comitê Institucional de Avaliação do Programa de Iniciação Científica da ESPM-SP.

Ricardo Zagallo Camargo, School of Higher Education in Advertising and Marketing

Possui títulos de Bacharel em Comunicação Social (1989), Mestre em Ciências da Comunicação (2003) e Doutor em Ciências da Comunicação (2009), todos pela Universidade de São Paulo. Foi Coordenador e Diretor do Centro de Altos Estudos da ESPM (2005-2016). Desde 2017 é docente do Mestrado Profissional em Comportamento do Consumidor (MPCC-ESPM). Atuou como editor (2019-2022) do International Journal of Business & Marketing, periódico associado ao MPCC-ESPM e desde 2022 é Coordenador do Comitê de Ética em Pesquisa (CEP-ESPM). Pesquisa e leciona nas áreas de comunicação e administração, com foco em questões ligadas ao comportamento do consumidor, consumo, estilo de vida, cidadania, longevidade e envelhecimento. Utiliza como principais referências as Teorias da Prática aplicadas ao consumo. Outros assuntos de interesse são responsabilidade social, sustentabilidade, marketing, publicidade, educação e criatividade.

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Published

2025-03-29

How to Cite

CSILLAG, Paula; CAMARGO, Ricardo Zagallo. Color Trends: A Study from the Perspective of Consumer Behavior. ModaPalavra e-periódico, Florianópolis, v. 18, n. 45, p. 01–30, 2025. DOI: 10.5965/1982615x18452025e0004. Disponível em: https://revistas.udesc.br/index.php/modapalavra/article/view/25032. Acesso em: 22 jun. 2025.

Issue

Vol. 18 No. 45 (2025): Variata

Section

Variata

License

Copyright (c) 2025 Paula Csillag, Ricardo Zagallo Camargo

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