Influência das cores na percepção de marcas de luxo: revisão sistemática (2015–2025)
Visualizações: 91DOI:
https://doi.org/10.36704/transverso.v1i18.10411Keywords:
cores, branding, marcas de luxo, psicologia das cores, percepção do consumidor, branding de luxo, prismaAbstract
This systematic review (2015–2025) synthesizes empirical and theoretical evidence on how color influences the perception of luxury brands, analyzing 30 relevant studies. Color emerges as a strategic element in luxury branding, functioning as a semiotic code that conveys exclusivity, heritage, and sophistication. Findings show that dark, neutral, and achromatic palettes (black and white) enhance perceptions of status and elegance, while warm hues evoke emotional engagement and increase purchase intention. Color-message congruence strengthens brand credibility, whereas moderate incongruence can foster distinction and curiosity. Recent trends such as quiet luxury and the use of desaturated tones reflect the association between chromatic subtlety, authenticity, and timelessness. The review identifies research gaps in digital luxury UX, multisensory brand experiences, and cross-generational or cultural variations, suggesting promising directions for future investigations in color-based brand perception.
References
AROMATARIS, E. et al. JBI Manual for Evidence Synthesis. JBI, 2024. DOI: 10.46658/JBIMES-24-01. Disponível em: https://synthesismanual.jbi.global.
BAKIR, A. et al. Is it love or just like? Generation Z's brand relationship with luxury. Journal of Product & Brand Management, v. 30, n. 8, p. 1159-1173, 2021.
BAXTER, S. et al. Roses are red, violets are blue, sophisticated brands have a Tiffany hue: The effect of iconic brand color priming on brand personality judgments. Journal of Brand Management, v. 25, n. 4, p. 384-394, 2018.
BROEDER, P. Colours of emotion, trust, and exclusivity: a cross-cultural study. Color Culture and Science Journal, v. 14, n. 2, 2022.
CHO, J. Y.; SUH, Y. G. Spatial color efficacy in perceived luxury and preference to stay: an eye-tracking study of retail interior environment. Frontiers in Psychology, v. 11, p. 296, 2020.
DASH, M. The psychology of colour in marketing. International Journal of Business and Management Invention, v. 7, n. 8, p. 50-54, 2018.
FOROUDI, P. et al. A new approach to brand logo perception. Journal of Business Research, v. 85, p. 463-473, 2018.
GONÇALVES, A. S. et al. The influence of color in the decision making process: luxury brands. In: Theory and Applications in the knowledge economy (take), 7., 2023, Sopot. Anais […]. Sopot, 2023.
GUPTA, D.; DINGLIWAL, U. Colours in Branding: Creating Brand Identity and Influencing Consumer Perception. Ramanujan International Journal of Business and Research, v. 8, n. 2, p. 11-25, 2023.
HANZAEE, K. H.; TEIMOURPOUR, B. Web user experience and consumer behaviour: the influence of colour, usability and aesthetics on the consumer buying behaviour. Test Engineering and Management, v. 83, p. 14916-14929, 2020.
HIDAYAT, T. et al. The psychology of color in business branding: how color influences purchasing decisions. Asian Journal of Management and Business Research, v. 4, n. 1, p. 1-11, 2024.
HILTON, M. JBI critical appraisal checklist for systematic reviews and research syntheses (product review). Journal of the Canadian Health Libraries Association / Journal de l'Association des bibliothèques de la santé du Canada, v. 45, n. 3, 2024. DOI: 10.29173/jchla29801.
HULTÉN, B. Sensory marketing: the multi-sensory brand-experience concept. European Business Review, v. 23, n. 3, pp. 256-273, 2011.
JAPUTRA, A. et al. The impact of brand logo identification on consumer-brand relationship. Journal of Brand Management, v. 25, n. 3, p. 191-203, 2018.
KIM, D.; HYUN, H.; PARK, J. The effect of interior color on customers' aesthetic perception, emotion, and behavior in the luxury service. Journal of Retailing and Consumer Services, v. 57, p. 102252, 2020.
KO, E. et al. What is a luxury brand? A hybrid philosophy of art and luxury. Journal of Business Research, v. 95, p. 24-32, 2019.
KOSTIĆ, M. et al. The psychological impact of colors in marketing. International Journal Vallis Aurea, v. 3, n. 2, p. 42-54, 2017.
KUMAR, V. et al. What makes a logo likable? A framework for logo evaluation. Journal of Brand Management, v. 23, n. 4, p. 391-410, 2016.
LABRECQUE, L. I. Color research in marketing: theoretical and technical considerations for conducting rigorous and impactful color research. Psychology & Marketing, v. 37, n. 7, p. 855-865, 2020.
LEE, S. A.; CHOI, J.; KIM, H. W. Selling luxury products online: The effect of a quality label on risk perception and purchase intention. Journal of Electronic Commerce Research, v. 19, n. 1, p. 18-33, 2018.
LI, G. et al. How consumer perceived value affects brand identity in the luxury market. Frontiers in Psychology, v. 13, 2022.
LIN, Y. Color as a brand: the legal landscape of Tiffany Blue and comparative insights into color trademark protection. 2024. Dissertação (Mestrado) – Department of Business Law. Lund: Lund University, 2024.
LYONS, S. J.; WIEN, A. H. Evoking premiumness: how color-product congruency influences premium evaluations. Food Quality and Preference, v. 64, p. 103-110, 2018.
MAGHRABY, T. M. et al. The psychology of color and its effect on branding. Journal of Textiles, Coloration and Polymer Science, v. 21, n. 2, p. 355-363, 2024.
NAUMOVA, O.; BILAN, S.; NAUMOVA, M. Luxury consumers' behavior: a cross-cultural aspect. Innovative Marketing, v. 15, n. 4, p. 1-13, 2019.
PAGE, M. J. et al. The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. BMJ, v. 372, n. 71, 2021. DOI: 10.1136/bmj.n71.
PATHAK, A.; SRIVASTAVA, M. Colours in branding: creating brand identity and influencing consumer perception. Ramanujan International Journal of Business and Research, v. 8, n. 2, p. 11-25, 2023.
RATHEE, R.; RAJAIN, P. Impact of colour on consumer behaviour. International Journal of Research and Analytical Reviews, v. 6, n. 1, 2019.
SANYAL, S. N. et al. The rising influence of Gen Z in the luxury market. Journal of Fashion Marketing and Management, v. 25, n. 4, p. 660-677, 2021.
SHERMAN, E.; TOBIASSEN, M. The impact of color on marketing. SAGE Open, v. 5, n. 3, 2015.
SINGH, S. Impact of color on marketing. Management Decision, v. 44, n. 6, p. 783-789, 2006.
VOLKOVA, A.; CHO, H. Warm for fun, cool for work: the effect of color temperature on users attitudes and behaviors toward hedonic vs. utilitarian mobile apps. Journal of Research in Interactive Marketing, v. 19, n. 1, 2025.
WANG, Y.; WANG, X.; JIANG, L. What is the glamor of black-and-white? The effect of color design on evaluations of luxury brand ads. Journal of Consumer Behaviour, v. 21, n. 5, p. 973-986, 2022.
YU, Y. et al. Color preferences in fashion: A study of seasonal variations. Color Research & Application, v. 43, n. 2, p. 248-257, 2018.
ZHANG, L.; ZHAO, H. Top luxury brand and brand value. Journal of Product & Brand Management, v. 28, n. 2, p. 185-199, 2019.
ZHOU, X. et al. The color of status: color saturation, brand heritage, and perceived status of luxury brands. Journal of Consumer Research, 2025. Disponível em: https://academic.oup.com/jcr/advance-article/doi/10.1093/jcr/ucaf029/8120421?login=false. Acesso em: 20 nov. 2025.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 TRANSVERSO
This work is licensed under a Creative Commons Attribution 4.0 International License.
Aviso de Direito Autoral Creative Commons
O tipo de licença utilizado nessa revista é CC BY. Essa licença permite que outras pessoas distribuam, remixem, adaptem e desenvolvam seu trabalho, mesmo comercialmente, desde que sejam creditadas pela criação original. Essa é a licença mais flexível oferecida. Recomendado para máxima disseminação e uso de materiais licenciados.
The type of license used in this magazine is CC BY. This license allows others to distribute, remix, adapt and develop their work, even commercially, as long as they are credited for the original creation. This is the most flexible license offered. Recommended for maximum dissemination and use of licensed materials.
