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EnglishThis study addresses the influence of colors on the elicitation of emotions, aiming at a better understanding of the emotional dimension of colors in the creation and interpretation of visual messages. In the context of this research, we intended to verify the extent to which the emotional responses to movie posters vary with the change of their predominant colors and whether the posters can be associated with the emotion characteristic of their cinematographic genre without the use of color palettes. The study was carried out in two phases. In Phase 1, descriptive, the color quantitative characterization identified the most representative color patterns in sets of posters belonging to the genres Terror and Romantic Comedy, whose predominant emotions are located in opposite quadrants in the Affective Space. In Phase 2, the effects of the patterns on the emotional responses of 50 participants were verified using visual stimuli produced with images associated with opposing emotions in the Affective Space, using the Self-Assesment Manikin-SAM scale. For the production of visual stimuli, images from the International Affective Picture System (IAPS) were used. The descriptive research conducted in Phase 1 identified color patterns with opposite characteristics. The pattern composed by colors with attributes common to most of the analyzed posters of the genre Terror presented a predominance of colors with low levels of saturation and clarity, while the chromatic pattern with attributes common to most of the analyzed posters of the genre Romantic Comedy presented colors with high levels and of lightness and saturation. In the experiment performed, the inversion of the color patterns did not change prominently the dimensions of the emotions perceived in the images, indicating that the influence of colors on the emotional responses may be subordinated to the emotional characteristics of the images. However, observed differences in the dispersion of frequencies and between the means of emotional responses suggest that color patterns, when associated with affective dimensions similar to those of the images, tend to reinforce the corresponding emotional responses; and that certain images may be more susceptible to the influence of colors on emotional responses than others. portuguesEste estudo aborda a influencia das cores na elicitacao de emocoes, visando uma melhor compreensao da dimensao emocional das cores na criacao e interpretacao de mensagens visuais. No contexto desta pesquisa, buscou-se verificar em que medida as respostas emocionais a cartazes de filmes variam com a mudanca de suas cores predominantes e se os cartazes podem ser associados a emocao caracteristica de seu genero cinematografico sem o uso de paletas de cores convencionadas. O estudo foi realizado em duas fases. Na Fase 1, descritiva, foram identificados, por meio da caracterizacao quantitativa das cores, os padroes cromaticos mais representativos em conjuntos de cartazes de filmes pertencentes aos generos Terror e Comedia Romântica, cujas emocoes predominantes estao localizadas em quadrantes opostos no Espaco Afetivo. Na Fase 2, experimental, foram verificados os efeitos dos padroes nas respostas emocionais de 50 participantes, utilizando-se estimulos visuais produzidos com imagens associadas a emocoes opostas no Espaco Afetivo, por meio da escala Self-Assesment Manikin - SAM. Para a producao dos estimulos visuais, foram usadas imagens do International Affective Picture System - IAPS. A pesquisa descritiva realizada na Fase 1 identificou padroes cromaticos com caracteristicas opostas. O padrao composto pelas cores com atributos comuns a maioria dos cartazes analisados do genero Terror apresentou predominância de cores com baixos niveis de saturacao e claridade, enquanto o padrao cromatico com atributos comuns a maioria dos cartazes analisados do genero Comedia Romântica apresentou cores com niveis altos e medios de claridade e saturacao. No experimento realizado, a inversao dos padroes de cores nao alterou de modo proeminente as dimensoes das emocoes percebidas nas imagens, indicando que a influencia das cores nas respostas emocionais pode estar subordinada as caracteristicas emocionais das imagens. No entanto, diferencas observadas na dispersao das frequencias e entre as medias de respostas emocionais sugerem que padroes de cores, quando associados a dimensoes afetivas semelhantes aquelas das imagens, tendem a reforcar as respostas emocionais correspondentes; e que certas imagens podem ser mais suscetiveis a influencia das cores nas respostas emocionais do que outras.

Estudo de respostas emocionais às cores no contexto de cartazes de cinema