Opening a case of marker pens or a box of colored pencils, taking a book with illustrations and spending a few hours coloring the images, allowing the imagination to soar. This activity, once limited to children, has become an outlet for adults looking to relax and spark their creativity. This phenomenon, which has recently come back into the spotlight, has been present for several years.  

What is the coloring book market like in Brazil and around the world?  

The first major surge of coloring books occurred around 2013, with the release of the Brazilian version of the global best-selling book "Secret Garden" by Sextante Publishing House. This book inspired numerous similar publications, featuring illustrations like mandalas and flowers.  

Now, ten years later, adult coloring books are once again gaining popularity in various countries thanks to the Bobbie Goods characters (published by HarperCollins), which portray animals in everyday scenes with delicate lines.  

The craze is so intense that, in addition to generating social media videos with millions of views, coloring books accounted for 11% of the 4.8 million books sold in Brazil between March and April 2025, according to the 5th Book Retail Panel in Brazil 2025, a survey conducted by Nielsen Book and published by the National Union of Book Publishers (SNEL). Globally, the coloring book market was valued at US$150 million in 2023 and is expected to reach US$350 million in 2031, according to the consulting firm Verified Market Research.  

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Why do people look for coloring books?  

We live in a digital era where screens are present at practically every moment of the day. In this context, it is natural for people to seek out analog activities as a form of escape. “We can see this as a way for people to give their eyes a break from screens by engaging with something tangible, allowing them to reconnect with sensations such as the smell of paper and the sight of colors," explains Edwiges Parra, a psychologist, educator and founder of Emind – Human Development and Mental Well-Being.  

Another explanation for the coloring book boom is the desire to find a distraction to relax. It's the feeling of 'I don't want to think about anything'. It is valid as long as I understand why I am seeking a coloring book and recognize that it is a playful and entertaining resource," says Edwiges.  

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What are the benefits of coloring books?  

The act of coloring can be associated with mental well-being. A study conducted by the University of Otago in New Zealand in 2017 found that spending just 10 minutes on this hobby can help reduce symptoms of anxiety and depression, as well as increase feelings of mindfulness.  

"In a clinical setting, coloring books are an effective distraction technique and promote a sense of relaxation. When someone experiences anxiety and needs to cope with intrusive thoughts, for example, coloring can help redirect their attention to something else,” explains Edwiges.  

Coloring books also serve as a good stimulus for other creative and analog activities, such as freehand drawing or keeping a journal. "The brain is stimulated in a different way when using paper. When we write by hand, our brain forms a much deeper connection with the words compared to when we perform this activity on a computer or cell phone. In these digital tasks, the brain is more focused on avoiding typing errors," says Edwiges.

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Why we should dive into conventional books  

While coloring books are a pastime that offers benefits, this hobby should complement—and never replace—one of the most stimulating activities for mental health: reading physical books. Researchers at Macquarie University in Australia have found that reading comprehension is more effective on paper than on screens, particularly when the text demands deeper understanding or when readers are pressed for time.  

"Books are the gym for the brain," says Edwiges. This is because immersing ourselves in novels, biographies and poetry helps us expand our repertoire, vocabulary, imagery, sensations and thoughts. "The text encourages you to reflect on your life while also stimulating important cognitive functions such as learning, understanding, associating and disagreeing," explains the psychologist. "One author leads to another, and you broaden your mind and your repertoire."

Conclusion

Coloring books as a pastime offers benefits such as reducing anxiety and helping individuals reconnect with the physical world. After all, the scent of the paper and the focus on selecting the perfect colors for each drawing help you slow down.  

However, it is important not to limit oneself to this hobby and to explore other analog methods of relaxation and creativity, such as drawing, writing by hand, and reading books, in order to further enhance mental health and expand intellectual capacity.  

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