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The influence of color in the visual perception of a product: a ergonomic study

Grant number: 15/23815-5
Support Opportunities:Scholarships in Brazil - Scientific Initiation
Effective date (Start): February 01, 2016
Effective date (End): December 31, 2016
Field of knowledge:Applied Social Sciences - Industrial Design - Product Design
Principal Investigator:Luis Carlos Paschoarelli
Grantee:Ana Laura Alves
Host Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil


During most of the Activities of Daily Living (ADL), man manipulates various objects such as tools, handles and packaging to facilitate their work and thereby improve their activities and hence the quality of life. Frequent use and products of everyday packaged in different types of packaging, made it aggregated to its original function, restricted initially to store, protect and facilitate the transport of food and objects, new functions such as display information, identify, assist in disclosure and how to use a product. This study aims to determine and quantify, through activities simulated in the laboratory, the influence of color on the perception of the shape of an everyday product. For this, we analyzed three different packages (A, B and C) of the same product segment. To collect data, each package will be investigated individually, containing the product in different colors (three colors - green, red and blue - for each form of packaging). It will adopt as an inclusion criterion, the fact that the package is plastic and transparent, where the product is easily identified. The product will be presented in its original packaging, but without the label of commercial identification. This procedure must be repeated for each carton, totaling nine combinations. Participate in subject study of two age groups: 18-29 and 30-55 years old, 50 of each age group, where 25 subjects must belong to the male and 25 females, totaling 100 subjects. The results will be statistically analyzed, seeking confirmation or otherwise of the hypothesis of the influence of color in the form of a product/packaging. This initial research could contribute to increase knowledge about the mechanisms of visual perception of color and its variables, such as age of the subjects and/or socioeconomic status.

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