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InfluĂȘncia da cor e da tipografia na atratividade da capa de um livro pelo consumidor
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.5 MB | Adobe PDF |
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Abstract(s)
Pesquisas anteriores sobre a influĂȘncia das cores e do tipo de letra tĂȘm-se verificado contraditĂłrias e pouco aprofundadas na ĂĄrea editorial, em particular nas capas de livros, levando Ă pertinĂȘncia deste trabalho. Este estudo investiga a influĂȘncia da cor e da tipografia nas capas de livros na perspetiva do consumidor, tendo a investigação recorrido a capas manipuladas digitalmente com vĂĄrios conjuntos de cores (cromĂĄticas, acromĂĄticas, complementares, anĂĄlogas, frias e quentes) e vĂĄrios tipos de letra (serifada, sem serifa, ornamentais, nĂŁo ornamentais, helvĂ©tica e nĂŁo helvĂ©tica). Para examinar essa relação, foram consideradas as seguintes variĂĄveis: atratividade, intenção de compra e intensidade sentida em nove fatores emocionais. AtravĂ©s de uma amostra de 166 indivĂduos, 45 (27,1%) declaram que as capas de um livro sĂŁo um fator relevante para a compra. Constatou-se que no grupo das cores, as capas cromĂĄticas, as capas compostas por cores quentes e as capas compostas por cores complementares, sĂŁo as favoritas dos consumidores, induzindo a uma maior atratividade e intenção de compra. Por outro lado, relativamente Ă tipografia, verificou-se que embora os consumidores associem emoçÔes negativas a capas com um tipo de tipografia (tipografia nĂŁo ornamental, tipografia nĂŁo helvĂ©tica, tipografia serifada), nĂŁo existe uma relação direta com a avaliação da atratividade da mesma composição grĂĄfica. Assim, observou-se uma maior preferĂȘncia pelas capas com tipografia serifada, capas com fontes ornamentais e capas com tipografia nĂŁo helvĂ©tica. Profissionais e empresas interessadas na ĂĄrea poderĂŁo basear-se nestas conclusĂ”es para consolidar conhecimentos sobre a atitude do consumidor face Ă compra de livros.
Previous researche about the influence of colors and fonts have been contradictory and low in-depth in the editorial area, particularly in book covers, leading us to the importance of this work. This study investigates the influence of color and typography on book covers from the consumer's perspective, and the research was based on digitally manipulated covers with various color sets (chromatic, achromatic, complementary, analogous, cool and warm) and various fonts (serif, sans serif, ornamental, non-ornamental, helvetic and non-helvetic). To examine this relationship, the following variables were considered: attractiveness, purchase intention, and intensity felt in nine emotional factors. From a sample of 166 individuals, 45 (27.1%) stated that book covers are a relevant factor for purchase. It was found that in the group of colors, the chromatic covers, the covers composed by warm colors and the covers composed by complementary colors are the favorite amongst consumers, inducing a greater attractiveness and probability of purchase. On the other hand, it was found that, regarding typography, although consumers associate negative emotions with covers with one type of typography (non-ornamental typography, non-helvetica typography, serif typography), there is no direct relationship with the attractiveness evaluation from the same graphic composition. Thus, there was a greater preference for serif typography covers, ornamental font covers and non-Helvetica typography covers. Professionals and companies interested in this area can rely on these findings to consolidate knowledge about consumer attitudes towards book purchases.
Previous researche about the influence of colors and fonts have been contradictory and low in-depth in the editorial area, particularly in book covers, leading us to the importance of this work. This study investigates the influence of color and typography on book covers from the consumer's perspective, and the research was based on digitally manipulated covers with various color sets (chromatic, achromatic, complementary, analogous, cool and warm) and various fonts (serif, sans serif, ornamental, non-ornamental, helvetic and non-helvetic). To examine this relationship, the following variables were considered: attractiveness, purchase intention, and intensity felt in nine emotional factors. From a sample of 166 individuals, 45 (27.1%) stated that book covers are a relevant factor for purchase. It was found that in the group of colors, the chromatic covers, the covers composed by warm colors and the covers composed by complementary colors are the favorite amongst consumers, inducing a greater attractiveness and probability of purchase. On the other hand, it was found that, regarding typography, although consumers associate negative emotions with covers with one type of typography (non-ornamental typography, non-helvetica typography, serif typography), there is no direct relationship with the attractiveness evaluation from the same graphic composition. Thus, there was a greater preference for serif typography covers, ornamental font covers and non-Helvetica typography covers. Professionals and companies interested in this area can rely on these findings to consolidate knowledge about consumer attitudes towards book purchases.
Description
Keywords
Design Cor Tipografia Intenção de compra Atratividade