Loading...
Publication
Cores complementares e análogas em campanhas publicitárias: atratividade, atitude perante o anúncio, e emoções
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 22.83 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Com o propósito de adquirir conhecimento sobre a influência da cor num meio publicitário, foi desenvolvida esta investigação com o principal objetivo de compreender o impacto da atratividade da cor na publicidade, assim como compreender quais as combinações de cores (análogas ou complementares) que melhor transmitem a preferência do consumidor. Apesar da existência de diversas pesquisas voltadas para a percepção das cores, as investigações focadas na ligação entre cor e o comportamento do consumidor na publicidade pode ainda ser mais explorado, especialmente em relação ao efeito de combinações específicas entre cores, dando assim pertinência a este estudo. Através da participação de 176 sujeitos num questionário disponibilizado via online, foi verificado que campanhas publicitárias compostas por cores complementares induzem uma maior atratividade e, por consequência uma atitude mais positiva face à publicidade. Por outro lado, relativamente a campanhas publicitárias compostas por cores análogas, foram associadas emoções positivas e negativas, havendo uma contradição. Em suma, foi adquirida uma maior compreensão sobre a perceção do consumidor, proporcionando novos conhecimentos para profissionais da área do design, publicidade, marketing e gestão.
In order to gain knowledge about the influence of color in an advertising medium, this investigation was developed with the main objective of understanding the impact of color attactiveness in advertising, as well as understanding which color combinations (analogous or complementary) best transmit consumer preference. Despite the existence of several researches focused on color perception, investigations focused on the link between color and consumer behavior in advertising can still be further explored, especially in relation to the effect of specific combinations between colors, thus giving relevance to this study. Through the particiapation of 176 subjects in a questionnaire available online, it was found that advertising campaigns made up of complementary colors induce greater attractiveness and, consequently, a more positive attitude towards advertising. On the other hand, regarding advertising campaigns composed of similar colors, positive and negative emotions were associated, with a contradiction. In short, a greater understanding of consumer perception was gained, providing new knowledge for professionals in the field of design, advertising, marketing, and management.
In order to gain knowledge about the influence of color in an advertising medium, this investigation was developed with the main objective of understanding the impact of color attactiveness in advertising, as well as understanding which color combinations (analogous or complementary) best transmit consumer preference. Despite the existence of several researches focused on color perception, investigations focused on the link between color and consumer behavior in advertising can still be further explored, especially in relation to the effect of specific combinations between colors, thus giving relevance to this study. Through the particiapation of 176 subjects in a questionnaire available online, it was found that advertising campaigns made up of complementary colors induce greater attractiveness and, consequently, a more positive attitude towards advertising. On the other hand, regarding advertising campaigns composed of similar colors, positive and negative emotions were associated, with a contradiction. In short, a greater understanding of consumer perception was gained, providing new knowledge for professionals in the field of design, advertising, marketing, and management.
Description
Keywords
Atratividade Consumidor Cor Publicidade Corescomplementares Cores análogas