Influência das cores na percepção de marcas de luxo: revisão sistemática (2015–2025)
DOI:
https://doi.org/10.36704/transverso.v1i18.10411Palavras-chave:
cores, branding, marcas de luxo, psicologia das cores, percepção do consumidor, branding de luxo, prismaResumo
Esta revisão sistemática (2015–2025) sintetiza evidências sobre a influência das cores na percepção de marcas de luxo, analisando 30 estudos empíricos e teóricos. A cor emerge como um elemento estratégico no branding de luxo, atuando como código semiótico que comunica valores de exclusividade, tradição e sofisticação. Os resultados revelam que paletas escuras, neutras e acromáticas (preto e branco) tendem a intensificar percepções de status e elegância, enquanto cores quentes despertam emoções e estimulam a intenção de compra. A congruência entre cor e mensagem da marca reforça credibilidade, mas pequenas incongruências podem gerar distinção e interesse. Tendências recentes, como o quiet luxury e o uso de cores dessaturadas, refletem a associação entre neutralidade cromática, herança e autenticidade. A revisão destaca lacunas em UX de luxo, abordagens multissensoriais e diferenças culturais e geracionais, apontando direções promissoras para pesquisas futuras.
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