Tendências mercadológicas na era da economia criativa: um estudo sobre a cor na Casacor

Abstract

This work aims to analyze marketing trends in the Creative Economy era through the analysis of the color used in Casacor São Paulo environments. The study characterizes the Creative Economy as a new marketing context, identifies which color is highlighted by the 2021 edition of Casacor as a market trend and verifies the importance of Casacor in the Creative Economy market, analyzing the trend color used in one of the environments published in the Casacor Yearbook and highlighting its meanings. The methodological focus is phenomenology, with the case study of color, through descriptive research with a qualitative approach, in which data extracted through image reading were analyzed. The data production method was bibliographic and documentary research, with the extraction of 56 images from the Casacor 2021 yearbook. As a result, it is highlighted that the trend color of that year was identified, brown, and the reading of an image of the “La Gruta” environment, published in the Casacor Yearbook, demonstrated how the combination of plastic and sensorial visual elements created a narrative, connecting the observer to nature and culture, while offering the comfort and sophistication of modern design.