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Publication
A influência da cor na perceção visual do utilizador num Website
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Advisor(s)
Abstract(s)
No marketing digital o design e a estética de um website de uma empresa tornam-se um cartão de visita para o visitante.
Atualmente, com a evolução do meio virtual, há cada vez mais empresas que apostam no design com o objetivo de atrair mais visitantes, proporcionado uma experiência agradável à perceção visual, indo de encontro às suas necessidades.
Em todos os websites, existem fatores essenciais para criar uma boa interação com o visitante, fazendo com que este permaneça durante mais tempo no website. Salientando alguns dos fatores em estudo, são os seguintes: a interação, comunicação visual, design e a cor.
Este estudo tem como objetivo compreender de que forma a perceção visual do utilizador é influenciada pelas cores demonstradas num website.
Foi adotada uma metodologia quantitativa, através de dois questionários distintos. Um direcionado a empresas e um direcionado ao público em geral.
A amostra das empresas conta com 30 participantes com idades superiores a 25 anos. Referente à amostra do público, contabiliza-se 127 inquiridos com idades superiores a 18 anos.
Após a análise dos dados obtidos, conclui-se que a utilização das cores (azul, amarelo e vermelho) influenciam a perceção visual dos utilizadores, e que estes reagem de diversas formas consoante as cores aplicadas.
Relativo aos resultados obtidos cada uma das cores apresentam diferentes reações e estímulos para a perceção visual do utilizador, pelo que é possível afirmar que as cores são uma influência na ação do utilizador num website. No entanto, nem todas as hipóteses propostas foram confirmadas, não sendo possível demonstrar evidências sobre diversos pressupostos teóricos.
Devido a algumas limitações de investigação não foi possível aplicar o método experimental inicialmente idealizado. Com isso, os resultados poderiam ter sido diferentes e mais fiáveis.
In digital Marketing, the design and aesthetics of a corporate website have become a business card for the visitor. Today, with the evolution of the digital environment, more and more companies are betting on web design with the goal of attracting more visitors, providing a pleasant experience to their visual perception and meeting their needs. On every website, there are key factors that help create a good interaction with the visitor, making him stay on the website for longer and ultimately leading to more conversions. Pointing out some of the factors under study, these are: interaction, visual communication, design and color. This study aims to understand how visual perception is influenced by the colors on a website. A quantitative methodology was adopted through two distinct survey questionnaires. One was directed to companies, and the other directed to the general public. The sample of companies has 30 participants over 25 years of age. Regarding the general public sample, there is a total of 127 respondents over 18 years of age. After analyzing the obtained data, it is concluded that the use of colors (blue, yellow and red) influence the visual perception of visitors, and that they react in different ways depending on the colors applied. On the results obtained each color have different reactions and stimuli for visual user perception, so we can say that the colors are an influence on user action on a website. However, all the hypothesis weren't confirmed, therefore it isn't possible to provide evidences about several theoretical assumptions. Due to some investigational limitations it wasn't possible to apply the experimental method initially envisioned, and these could have demonstrated different results.
In digital Marketing, the design and aesthetics of a corporate website have become a business card for the visitor. Today, with the evolution of the digital environment, more and more companies are betting on web design with the goal of attracting more visitors, providing a pleasant experience to their visual perception and meeting their needs. On every website, there are key factors that help create a good interaction with the visitor, making him stay on the website for longer and ultimately leading to more conversions. Pointing out some of the factors under study, these are: interaction, visual communication, design and color. This study aims to understand how visual perception is influenced by the colors on a website. A quantitative methodology was adopted through two distinct survey questionnaires. One was directed to companies, and the other directed to the general public. The sample of companies has 30 participants over 25 years of age. Regarding the general public sample, there is a total of 127 respondents over 18 years of age. After analyzing the obtained data, it is concluded that the use of colors (blue, yellow and red) influence the visual perception of visitors, and that they react in different ways depending on the colors applied. On the results obtained each color have different reactions and stimuli for visual user perception, so we can say that the colors are an influence on user action on a website. However, all the hypothesis weren't confirmed, therefore it isn't possible to provide evidences about several theoretical assumptions. Due to some investigational limitations it wasn't possible to apply the experimental method initially envisioned, and these could have demonstrated different results.
Description
Keywords
Marketing Digital Perceção visual Website Design Cores