Perceção infantil dos logótipos: cores

Abstract

This paper presents a study conducted to determine what are the preferences of children between 3 and 6 years old in regard to color. 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 color, 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 and red-violet, and dark tones over light ones. Color choices are also influenced by childrens’ age and gender.