The event returns to Brazil after 20 years.
For four days, the institution will be the stage for the most important global forum on color discussion; this edition is themed ‘Color Design, Communication, and Marketing.’
Between September 16 and 19, ESPM University – The Marketing Powerhouse, will host the AIC – Congress (International Colour Association). After 20 years, the event returns to Brazil in partnership with ESPM and is sponsored by Procor Association – AIC’s exclusive representative.
For over 50 years, the global color discussion forum has been held in different countries worldwide. Each edition will focus on Color Design, Communication, and Marketing themes. Over the four days, the Congress program, held at ESPM in São Paulo, features lectures by prominent international experts. “Hosting the AIC Congress in Brazil enhances visibility on the importance of colors across various fields of study and practical applications,” says Paula Csillag, ESPM professor, Procor Association president, and one of the congress coordinators in Brazil.
According to Paula, based on several studies, between 62% and 90% of consumer product evaluations are based on color. “Many authors assert that color is a marketing tool, influencing consumer attraction and shaping their perceptions. A recent survey by WGSN (Worth Global Style Network), a consumer trend authority, found that 98% of responses indicated color influences purchase decisions,” she adds that how color contrasts are chosen in products or environments can significantly impact their success or failure.
In addition to lectures, the Congress offers workshops on topics such as watercolor of Brazilian plants and landscapes, RGB color blending through microscopic exploration of pixels and natural pigments from the Amazon rainforest, poster presentations, debates, and a product and services exhibition with participation from companies across various sectors.
The 2024 edition of the forum will bring together academics and professionals from color-related fields (digital technologies, pigment industries, architecture, art, chemistry, colorimetry, branding, and marketing, among others). Harvard professor Gareth Doherty is confirmed to present his study on chromatic metaphors. Doherty is also the author of the book “Roberto Burle Marx Lectures: Landscape as Art and Urbanism,” which explores the Brazilian’s journey through a collection of his lectures.
Approximately 120 people from 26 countries will attend and present their studies at the event. In addition to specialized attendees, AIC 2024 will be open to undergraduate students from ESPM, offering them a valuable learning opportunity.
Confirmed speakers at the Congress include Anat Lechner, professor at New York University’s Stern School of Business, and Leatrice Eiseman, executive director of the Pantone Color Institute. Participants will also have access to lectures by Patricia Fecci, Marketing Manager at Sherwin Williams, Urangoo Samba from WGSN, and professors Ed. D. Petronio Bendito from Purdue University (USA), Ingrid Calvo Ivanovic from Universidad de Chile, and Larissa Noury from ITECOM Art&Design Paris, among others.
ESPM professors Paula Csillag, Carolina Raffainer, Ricardo Zagallo Camargo, and Vien Cheung from the University of Leeds, UK, coordinate the activities.
The event in Brazil is sponsored by Sherwin-Williams, Abrafati (Brazilian Association of Paint Manufacturers), Lukscolor, RAL Colours, Studio Immagine, Canson, Sinteglas, and Sitivesp (São Paulo State Paint and Varnish Industry Union).
About ESPM
ESPM is an innovative business school and a Brazilian reference in higher education in Communication, Marketing, Consumption, Administration, Creative Economy, and Technology. Its 12,600 undergraduate and graduate students and over 1,100 staff members are spread across four campuses—two in São Paulo, one in Rio de Janeiro, and one in Porto Alegre. It also has regional units in Florianópolis, Chapecó, Goiânia, and Salvador. Lifelong learning, excellence in teaching, and market focus are ESPM’s core principles.
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