The article presents the theoretical framework and the operational concepts of a research, finalized to explore and verify the prerequisites of an approach to urban color that, while recognizing to color the flexible as well as transient capacity to respond to the successive and multiple demands that characterize the urban space, sees a possible way of coexisting between the needs of continuity and renewal. Searching to understand the modalities and possibilities through which colour can intervene in the processes of transformation of the city to support both the needs of resignification and reappropriation and those of conservation and enhancement of the vital identity of each single place, the research looked on one side to the experiences gained within the colour plans and Lenclos' geography of colour and on the other side to the different and diversified experiences developed within the idea and practice of placemaking, aimed at the recognition and enhancement of the collective and plural creative dimension that colour seems effectively able to interpret. The term "color loci placemaking" was introduced to summarize this mode/possibility of understanding and approaching urban color, characterized especially by the attention for the specificity of each single place and the human factor underpinning placeexperience.