Perceção infantil dos logótipos: formas

Abstract

This paper presents a study conducted to determine what are the preferences of children between 3 and 6 years old in regard to shape. There are many factors which influence and support the child's recognition and memory of a particular brand. In addition to the name, a brand is identified by visual elements such as the logo. The constituent aspects of the logo, such as shape, candetermine the success or failure of the brand. The study was supported on a questionnaire applied by the researcher, and designed as a visual game of cards. The chosen group was composed by children between 3 and 6 years of age, resident in Braga. The sample included 305 children. After collecting and analyzing data, it was found that young children prefer irregular shapes such as heart, a star, a lightning and a cloud. Shape choices are also influenced by children’s’ age and gender.

Index Terms – Children’s preferences on shapes, children’s marketing and branding