PERCEÇÃO INFANTIL DOS LOGÓTIPOS: CORES

Abstract

This paper presents a study conducted todetermine what are the preferences of children between 3and 6 years old in regard to color. There are many factorswhich influence and support the child's recognition andmemory of a particular brand. In addition to the name, abrand is identified by visual elements such as the logo. Theconstituent aspects of the logo, such as color, candetermine the success or failure of the brand. The studywas supported on a questionnaire applied by theresearcher, and designed as a visual game of cards. Thechosen group was composed by children between 3 and 6years of age, resident in Braga and the sampleincluded 305 children. After collecting and analyzing data,it was found that young children prefer red and red-violet,and dark tones over light ones. Color choices are alsoinfluenced by childrens’ age and gender.

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