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Abstract(s)
Atualmente, a investigação acerca das cores e do significado das mesmas tem vindo a
aumentar. No entanto a discussão do uso de cor no cinema e em elementos promocionais
de filmes é escassa, focando-se maioritariamente nos usos práticos da mesma e na análise
de cortes, cenas e edição de sequências. O objetivo principal deste estudo passa por
identificar a perceção do público em relação às escolhas cromáticas, efetuadas pela indústria
cinematográfica em cartazes de filmes. Como forma a contribuir para o conhecimento
aprofundado da temática, pretende-se entender as ligações e sentimentos associados a
certas cores e analisar as ligações existentes entre cores e géneros cinematográficos.
De modo a recolher a informação necessária, foi desenvolvida uma investigação que visa
entender as cores e paletas que os participantes mais associam a géneros cinematográficos
e a emoções. Foram realizados 2 estudos com o apoio de equipamento de Eye Tracking e
uma amostra de conveniência, composta por 41 participantes. Posteriormente, foi realizada
uma análise dos resultados obtidos, através do Microsoft Excel, onde foi possível comparar
as respostas dadas pelos participantes e os dados recolhidos através do software de Eye
Tracking.
Os resultados obtidos permitiram concluir que a cor não é o constituinte mais importante
na criação de cartazes cinematográficos, sendo necessário a inclusão de elementos
expressivos que gerem uma atmosfera imersiva e que criem uma ligação emocional entre o
filme e o espetador. Pode, também, concluir-se a existência de “central fixation bias” por
parte dos participantes que se fixaram maioritariamente no centro do ecrã.
O presente estudo oferece um contributo para designers gráficos na escolha de cores, para
a criação de cartazes cinematográficos. Os elementos gráficos utilizados na criação de
cartazes necessitam não só de se encontrar, preferencialmente, no centro da imagem, mas
também de representar as emoções que mais transmitem o género cinematográfico
apresentado.
Currently, the research about color and its meaning is increasing. However, there is little to no discussion about the use of color in cinema and in promotional elements of films. Most existing research focuses mostly on the practical uses of color and the analysis of cuts, scenes and sequence editing. The main goal of this study is to identify the public's perception of the color choices made by the film industry in movie posters. In order to contribute to an in-depth study of the subject, the aim is to understand the connections and feelings associated with certain colors and to analyze the links between colors and film genres. In order to gather the necessary information, research was carried out to understand the colors and palettes that participants most associate with film genres and emotions. Two studies were conducted using Eye Tracking equipment and a convenience sample of 41 participants. The results were then analyzed using Microsoft Excel, where it was possible to compare the answers given by the participants and the data collected by the Eye Tracking software. The final results show that color is not the most important component in the design of film posters, and that it is necessary to include expressive elements that generate an immersive atmosphere, creating an emotional connection between the film and the viewer. It can also be concluded that there is a "central fixation bias" on the part of the participants, who mostly fixated on the center of the screen. This study contributes to graphic designers when choosing colors to create movie posters. The graphic elements used in creating posters need to not only be, preferably, in the center of the image but also represent the emotions that most convey the film genre.
Currently, the research about color and its meaning is increasing. However, there is little to no discussion about the use of color in cinema and in promotional elements of films. Most existing research focuses mostly on the practical uses of color and the analysis of cuts, scenes and sequence editing. The main goal of this study is to identify the public's perception of the color choices made by the film industry in movie posters. In order to contribute to an in-depth study of the subject, the aim is to understand the connections and feelings associated with certain colors and to analyze the links between colors and film genres. In order to gather the necessary information, research was carried out to understand the colors and palettes that participants most associate with film genres and emotions. Two studies were conducted using Eye Tracking equipment and a convenience sample of 41 participants. The results were then analyzed using Microsoft Excel, where it was possible to compare the answers given by the participants and the data collected by the Eye Tracking software. The final results show that color is not the most important component in the design of film posters, and that it is necessary to include expressive elements that generate an immersive atmosphere, creating an emotional connection between the film and the viewer. It can also be concluded that there is a "central fixation bias" on the part of the participants, who mostly fixated on the center of the screen. This study contributes to graphic designers when choosing colors to create movie posters. The graphic elements used in creating posters need to not only be, preferably, in the center of the image but also represent the emotions that most convey the film genre.
Description
Keywords
Cartazes Cinematográficos Central Fixation Bias Cinema Cores Emoções Eye Tracking