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TitlePerceção infantil dos logótipos: formas
Author(s)Amaral, Inês
Gama, Maria Gabriela
Guedes, Maria da Graça
KeywordsChildren’s preferences on shapes
Children’s marketing and branding
Issue date2013
Abstract(s)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, 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. 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.
TypeConference paper
AccessOpen access
Appears in Collections:CECS - Atas em congressos | Seminários / conference proceedings

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