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Abstract(s)
O presente trabalho aborda a temática das cores e sua capacidade de comunicar ideias e
sentimentos. O estudo de abordagem qualitativa, propôs trazer um entendimento sobre a
teoria das cores, levando em conta que são elementos fortes no que tange a comunicação de
marcas. Para tanto, o estudo foi desenvolvido a partir de um referencial teórico sobre os
temas marca, marketing digital e cor, diante do que foi realizado um estudo de caso sobre a
marca brasileira de underwear Pantys. O estudo procurou entender como a marca utiliza
as cores na comunicação visual da plataforma Instagram através da construção de tabelas
que identificaram as principais cores e como são utilizadas pela marca. A partir disso foi
possível entender o significado das cores utilizadas no que diz respeito ao conceito e à
personalidade da marca Pantys e concluir que utiliza a cor como seu principal elemento
visual para comunicar e frisar sua identidade na percepção dos consumidores através da
plataforma estudada. O presente estudo é de grande relevância na área de Branding e
Design de Moda pois trata de um canal de contato que as marcas de vestuário podem
explorar para construir sua comunicação de forma coerente e criar uma boa imagem de
marca.
The present paper studies colors and its capacity of communicating ideas and feelings. The study used a qualitative approach to bring knowledge about the colors theory and how they are such strong elements for brand communication. Therefore, the paper developed a theoretical reference about brand, digital merketing and color, also developing a case study about the brazilian underwear brand Pantys. The study looked for understanding how the brand uses the colors in its visual communication on Instagram, using chartes that identified the main used colors and how the brand used them. It enabled the understanding of the colors meanings in Pantys’s conception and personality and conclude that the brand uses the color as its main visual element, in order to communicate and emphasize its identidy through the consumers percpection on Instagram. The present paper has great relevance in Branding and Fashion Design areas, once it refers to a online network used by clothing brands that may explore in order to build a consistent communication and a good image of the brand.
The present paper studies colors and its capacity of communicating ideas and feelings. The study used a qualitative approach to bring knowledge about the colors theory and how they are such strong elements for brand communication. Therefore, the paper developed a theoretical reference about brand, digital merketing and color, also developing a case study about the brazilian underwear brand Pantys. The study looked for understanding how the brand uses the colors in its visual communication on Instagram, using chartes that identified the main used colors and how the brand used them. It enabled the understanding of the colors meanings in Pantys’s conception and personality and conclude that the brand uses the color as its main visual element, in order to communicate and emphasize its identidy through the consumers percpection on Instagram. The present paper has great relevance in Branding and Fashion Design areas, once it refers to a online network used by clothing brands that may explore in order to build a consistent communication and a good image of the brand.
Description
Keywords
Branding Cores Identidade Visual Instagram Marketing Digital