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Orientador(es)
Resumo(s)
ABSTRACT: This study investigates how colour influences audience perception in film advertising, particularly through movie posters. Integrating theoretical insights from colour psychology and cultural semiotics, the research addresses a gap in the literature regarding the empirical association between colour palettes, film genres, and emotional responses. Using biometric eye-tracking technology, two experimental within-subjects studies were conducted with 41 participants aged 18 to 40. One study examined colour associations with five film genres (action, animation, romantic comedy, science fiction, and horror), while the other explored emotional responses to monochrome posters based on Plutchik’s wheel of emotions. Results reveal both alignment and divergence from traditional colour-genre conventions, such as the unexpected association of green with sadness and orange with trust, highlighting the role of context and design composition in visual interpretation. Findings also confirm central fixation bias, underscoring the influence of spatial placement on visual attention. The study makes a theoretical contribution to chromatic semiotics in film promotion and offers practical insights for designers and marketers seeking to optimize audience engagement.
Descrição
Palavras-chave
Colour psychology Emotions Film marketing Eye-tracking analysis Genre association
Contexto Educativo
Citação
DUARTE, Paulo ; PAIS, Henrique Teles ; FILIPE, Sara Brito (2026) - Through the eyes of the viewer : colour, emotion, and genre recognition in movie marketing. Brazilian Journal of Marketing. 25:4, nº especial, p. 1-34. DOI 10.5585/2026.315