PERCEÇÃO INFANTIL DOS LOGÓTIPOS: CORES E 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 the combination of color and shape. There are many factors that 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 constituents’ aspects of the logo, such as colors and shapes, can determine 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 and the sample included 305 children. After collecting and analyzing data, it was found that young children prefer red hearts Their choices are also influenced by their ages and genders.

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