The concept of "color trend" in the digital discourse on the coloristics of the cultural landscape

The subject of the study is the content of the concept of “color trend” in the context of the coloristics of the cultural landscape. The interdisciplinary nature of color research in the cultural landscape gives rise to ambiguity and uncertainty in the terminology used to describe this phenomenon, in many senses. This applies particularly to the concept of "color trend," which, in recent developments, has occupied a special place in the discourse on the color studies of the cultural landscape. Despite the fact that this phrase is intuitively understandable and is regularly used in various areas of human activity, a clearly formulated, broad definition of this concept does not currently exist. Dictionary entries only convey individual components – "trend" and "color." The combination of these words, presented as an independent semantic unit, is not yet present. The aim of the study is to identify and structure the characteristic features of the concept of “color trend,” which is increasingly used in the metalanguage of cultural landscape analysis, but does not yet have a fixed definition in the scientific literature. The study used a set of complementary general scientific methods: a descriptive-analytical method using techniques of interpretation, classification, systematization, generalization, a method of systemic description, and an experimental method. The author analyzes, summarizes and systematizes the key characteristics of the concept of “color trend” in digital communication from the point of view of natural and artificial discourses. Natural discourse is represented by publications on professional websites. Artificial discourse consists of definitions generated by AI-powered chatbots from developers in Russia, the United States, and China. As a result, a group of dominant features was identified that captures the consistency in understanding the essence of the concept under study in digital communication: significance in the cultural landscape, time of existence, promotion and popularization, forecasting, areas of application, response to socio-cultural changes and reflection of public sentiment. Based on the conducted analysis, the author proposes a definition of the concept of “color trend”. The key characteristics of the concept under study identified during the study form its substantive core, which forms the basis for understanding and predicting color trends in the context of the modern cultural landscape.