{"id":68314,"date":"2020-07-03T13:17:28","date_gmt":"2020-07-03T12:17:28","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=68314"},"modified":"2020-07-03T15:46:14","modified_gmt":"2020-07-03T14:46:14","slug":"cores-em-impressao-marketing","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pt-pt\/art-design\/colours-in-print-marketing\/","title":{"rendered":"A import\u00e2ncia das cores no marketing impresso"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>Na conce\u00e7\u00e3o de um an\u00fancio impresso, a mensagem \u00e9 frequentemente o aspeto mais importante.<\/p>\n<p>No entanto, por muito persuasiva que seja, essa mensagem pode passar facilmente despercebida num fundo branco e simples.<\/p>\n<p>\u00c9 a\u00ed que as cores podem realmente ter um impacto.<\/p>\n<p>Podem atrair os olhares para o seu an\u00fancio, fazer com que os clientes sintam emo\u00e7\u00f5es diferentes e incentiv\u00e1-los a interagir com a sua marca.<\/p>\n<p>Neste guia, vamos mergulhar na teoria b\u00e1sica da cor, ajudando-o a compreender o significado das diferentes cores e a utiliz\u00e1-las eficazmente na sua publicidade.<\/p>\n<h2><strong>No\u00e7\u00f5es b\u00e1sicas de teoria da cor<\/strong><\/h2>\n<p>A teoria da cor \u00e9 uma combina\u00e7\u00e3o de arte e ci\u00eancia. Inclui regras e directrizes para a utiliza\u00e7\u00e3o de esquemas de cores para obter resultados visuais impressionantes.<\/p>\n<h3><strong>A roda das cores<\/strong><\/h3>\n<h3><a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/colour_wheelUK.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-68335\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/colour_wheelUK.jpg\" alt=\"\" width=\"899\" height=\"623\" \/><\/a><\/h3>\n<p>A pedra angular da teoria da cor \u00e9 o c\u00edrculo crom\u00e1tico.<\/p>\n<p>De facto, foi inventado por Sir Isaac Newton no s\u00e9culo XVII, depois de ter feito v\u00e1rias descobertas relacionadas com o espetro de cores.<\/p>\n<p>O c\u00edrculo crom\u00e1tico \u00e9 composto por tr\u00eas categorias de cores:<\/p>\n<ul>\n<li>Prim\u00e1rio<\/li>\n<li>Secund\u00e1rio<\/li>\n<li>Terci\u00e1rio<\/li>\n<\/ul>\n<p>As cores dentro destas categorias s\u00e3o depois divididas em duas sec\u00e7\u00f5es:<\/p>\n<ul>\n<li>Quente<\/li>\n<li>Fixe<\/li>\n<\/ul>\n<p>Diz-se que os tons mais quentes, como os vermelhos, os laranjas e os amarelos, invocam energia quando vistos por algu\u00e9m. Enquanto os tons mais frios, como os azuis e os roxos, s\u00e3o considerados calmantes para os olhos.<\/p>\n<p>A utiliza\u00e7\u00e3o de cores pr\u00f3ximas umas das outras na roda criar\u00e1 o que \u00e9 conhecido como harmonias de cores. Enquanto que as que se encontram em extremos opostos s\u00e3o conhecidas como cores complementares e s\u00e3o boas para criar contrastes no seu design.<\/p>\n<h3><strong>Cores prim\u00e1rias, secund\u00e1rias e terci\u00e1rias<\/strong><\/h3>\n<p>Na roda de cores padr\u00e3o, as cores est\u00e3o divididas em tr\u00eas grupos. Estes s\u00e3o:<\/p>\n<p>Cores prim\u00e1rias - que n\u00e3o podem ser criadas atrav\u00e9s da mistura de tons:<\/p>\n<ul>\n<li>Vermelho<\/li>\n<li>Amarelo<\/li>\n<li>Azul<\/li>\n<\/ul>\n<p>Cores secund\u00e1rias - obtidas atrav\u00e9s da mistura de duas das cores prim\u00e1rias:<\/p>\n<ul>\n<li>Verde<\/li>\n<li>Laranja<\/li>\n<li>P\u00farpura<\/li>\n<\/ul>\n<p>Cores terci\u00e1rias - criadas pela mistura de uma cor prim\u00e1ria e uma secund\u00e1ria:<\/p>\n<ul>\n<li>Vermelho e laranja (Vermelh\u00e3o)<\/li>\n<li>Vermelho e roxo (Magenta)<\/li>\n<li>Amarelo e verde (Chartreuse)<\/li>\n<li>Amarelo e laranja (\u00c2mbar)<\/li>\n<li>Azul e verde (Teal)<\/li>\n<li>Azul e p\u00farpura (Violeta)<\/li>\n<\/ul>\n<h3><strong>Modelos a cores<\/strong><\/h3>\n<p>Agora, como \u00e9 que a teoria da cor se estende ao design digital e de impress\u00e3o?<\/p>\n<p>Atrav\u00e9s de dois tipos de modelos de cor que s\u00e3o utilizados com mais frequ\u00eancia:<\/p>\n<ul>\n<li>RGB<\/li>\n<li>CMYK<\/li>\n<\/ul>\n<p>O <strong>RGB<\/strong> modelo de cor \u00e9 a mistura de <strong>vermelho<\/strong>, <strong>verde<\/strong> e <strong>azul<\/strong> para criar outras tonalidades. \u00c9 utilizado principalmente em designs digitais, como an\u00fancios de televis\u00e3o, aplica\u00e7\u00f5es m\u00f3veis ou p\u00e1ginas Web.<\/p>\n<p><strong>CMYK<\/strong> \u00e9 o modelo padr\u00e3o para desenhos impressos. Representa <strong>C<\/strong>yan, <strong>M<\/strong>agenta, <strong>Y<\/strong>ellow e <strong>B<\/strong>falta - as cores que se encontram num tinteiro. Um equil\u00edbrio exato destes tons criar\u00e1 a tonalidade atual para os seus materiais impressos.<\/p>\n<p>Temos um blogue aprofundado sobre o processo de impress\u00e3o de cores, consulte o nosso guia sobre Pantone vs CMYK.<\/p>\n<h2><strong>O que significam as diferentes cores<\/strong><\/h2>\n<h2><a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/29199572-6ae2-45dc-b0c2-cebc69025850.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-68326\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/29199572-6ae2-45dc-b0c2-cebc69025850.jpg\" alt=\"\" width=\"800\" height=\"600\" \/><\/a><\/h2>\n<p>Cada cor transmite uma emo\u00e7\u00e3o espec\u00edfica quando a vemos num an\u00fancio, quer se trate de um cartaz, de um an\u00fancio televisivo ou de um <a href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/cartazes\/\" target=\"_blank\" rel=\"noopener noreferrer\">cartaz impresso<\/a>.<\/p>\n<p>Segue-se uma breve explica\u00e7\u00e3o sobre o que podem significar para o seu design de impress\u00e3o:<\/p>\n<ul>\n<li><strong>Vermelho<\/strong> - Se quiser causar impacto, o vermelho \u00e9 a melhor op\u00e7\u00e3o. Esta cor intensamente quente representa tudo, desde o perigo e a guerra, \u00e0 for\u00e7a e ao poder, bem como o amor e a paix\u00e3o.<\/li>\n<li><strong>Amarelo<\/strong> - o mais brilhante e energ\u00e9tico dos tons quentes, o amarelo representa felicidade, esperan\u00e7a e otimismo. Utilize-o em designs para criar um ambiente simp\u00e1tico e acolhedor.<\/li>\n<li><strong>Azul<\/strong> - O azul simboliza uma mistura de emo\u00e7\u00f5es, desde a tristeza \u00e0 calma e at\u00e9 ao dever e \u00e0 for\u00e7a. Utilize tons mais claros para transmitir descontra\u00e7\u00e3o e tons escuros para transmitir confian\u00e7a.<\/li>\n<li><strong>Verde<\/strong> - a cor da natureza e do crescimento, bem como da riqueza e da consist\u00eancia. As marcas ecol\u00f3gicas, as novas empresas e as empresas em crescimento podem utilizar o verde para simbolizar a modernidade e a renova\u00e7\u00e3o.<\/li>\n<li><strong>Laranja<\/strong> - Combinando o fogo do vermelho e a energia do amarelo, o laranja \u00e9 a cor da produtividade. Representa a mudan\u00e7a, a atividade e o encorajamento - excelente para incentivar um cliente a agir.<\/li>\n<li><strong>P\u00farpura<\/strong> - Tradicionalmente, o roxo era a cor da realeza. Atualmente, \u00e9 utilizada para mostrar criatividade, mist\u00e9rio e esp\u00edrito. Se est\u00e1 a apresentar um novo produto ou servi\u00e7o, ou a mudar a sua marca, o roxo \u00e9 perfeito.<\/li>\n<\/ul>\n<h2><strong>Como \u00e9 que as marcas utilizam as cores na publicidade?<\/strong><\/h2>\n<p>Diz-se que as cores aumentam a notoriedade da marca em 80%.<\/p>\n<p>\u00c9 por isso que, quando pensamos numa empresa famosa, a primeira coisa que vemos s\u00e3o as cores da sua marca.<\/p>\n<p>As empresas que compreendem o significado das cores e as utilizam em seu proveito s\u00e3o aquelas de que mais nos lembramos. Afinal, o que \u00e9 o McDonalds sem o seu log\u00f3tipo de assinatura vermelho e amarelo? O que representaria a Coca-Cola numa embalagem verde?<\/p>\n<p>Para al\u00e9m de ser reconhecido, o equil\u00edbrio certo de cores pode tamb\u00e9m ajud\u00e1-lo a persuadir, atrair e apelar aos seus clientes. Isto, por sua vez, pode aumentar as vendas e melhorar o retorno do seu investimento.<\/p>\n<h3><strong>As marcas de sucesso e as suas cores<\/strong><\/h3>\n<p>Voltando ao exemplo do McDonalds, os arcos amarelos, amplamente reconhecidos, simbolizam a felicidade. Enquanto o fundo vermelho representa o desejo e o amor.<\/p>\n<p>Juntamente com o slogan carater\u00edstico da marca \"I'm lovin' it\", estas cores deixam-nos com fome de McDonald's assim que as vemos.<\/p>\n<p>Os arcos amarelos brilhantes tamb\u00e9m s\u00e3o f\u00e1ceis de detetar e o vermelho assinala a paragem - colocando a McDonald's como um para\u00edso de comida r\u00e1pida, seja qual for a hora do dia.<\/p>\n<p>O azul \u00e9 a escolha mais popular para as marcas, uma vez que os seus tons calmos e fortes ajudam a transmitir confian\u00e7a e seguran\u00e7a nessa empresa. As empresas de tecnologia, como a Samsung, a Dell e a Intel, bem como empresas de sectores totalmente diferentes, como a Solopress, a Ikea e a PayPal, favorecem todas a marca azul.<\/p>\n<p>O que os distingue s\u00e3o os tons de azul que utilizam. Estes diferentes tons enviam mensagens aos clientes que s\u00e3o \u00fanicas para essa empresa.<\/p>\n<p>Por exemplo, o Facebook e o LinkedIn utilizam tons azuis mais escuros para mostrar for\u00e7a e fiabilidade nos seus canais, que s\u00e3o plataformas populares para as empresas. Enquanto o tom mais claro e calmo do Twitter se adequa melhor aos utilizadores comuns que procuram um lugar para escrever os seus pensamentos.<\/p>\n<h2><strong>Como pode utilizar as cores no seu marketing?<br \/>\n<\/strong><br \/>\n<a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/b54510a1-17db-4588-adc9-bfee48292771.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-68332\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/b54510a1-17db-4588-adc9-bfee48292771.jpg\" alt=\"\" width=\"800\" height=\"600\" \/><\/a><\/h2>\n<p>Quando se trata de estabelecer uma identidade de marca, as cores devem estar no topo da sua lista de prioridades.<\/p>\n<p>Eis algumas dicas \u00fateis para dominar a utiliza\u00e7\u00e3o das cores na publicidade:<\/p>\n<ol>\n<li><strong>Fazer um estudo de mercado<\/strong> - pergunte ao seu pessoal e aos seus clientes que palavra ou sentimento lhes vem \u00e0 cabe\u00e7a quando imaginam a sua marca. Isto pode dar-lhe uma indica\u00e7\u00e3o sobre se a sua publicidade est\u00e1 a atingir o objetivo ou a ficar aqu\u00e9m.<\/li>\n<li><strong>Fa\u00e7a um brainstorming da sua marca<\/strong> - Se a sua marca n\u00e3o est\u00e1 a representar a sua empresa, est\u00e1 na altura de a atualizar. Pegue numa folha de papel em branco, escreva o nome da sua empresa no meio e comece a pensar nas emo\u00e7\u00f5es que quer transmitir.<\/li>\n<li><strong>Junte as suas ideias<\/strong> - Veja os temas comuns entre a sua pesquisa e o seu brainstorming e junte as emo\u00e7\u00f5es chave num \u00fanico plano. Quando tiver tudo \u00e0 sua frente, est\u00e1 pronto para repensar a sua marca.<\/li>\n<li><strong>Foco em duas cores<\/strong> - Compare os seus objectivos com as cores que lhes est\u00e3o associadas e escolha as duas cores que melhor se complementam. Tenha cuidado para n\u00e3o criar misturas que podem n\u00e3o funcionar. Por exemplo, a for\u00e7a e o crescimento soam bem em princ\u00edpio, mas na pr\u00e1tica, o verde e o azul raramente s\u00e3o vistos lado a lado.<\/li>\n<li><strong>Mantenha o seu marketing consistente<\/strong> - Depois de ter escolhido as suas cores-chave, mantenha-as coerentes em todos os seus canais de marketing, para garantir que a sua mensagem \u00e9 ouvida. Por exemplo, uma <a href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/folhetos-folhetos\/\" target=\"_blank\" rel=\"noopener noreferrer\">folheto ou panfleto<\/a> com a sua \u00faltima promo\u00e7\u00e3o deve apresentar o mesmo log\u00f3tipo e cen\u00e1rio que uma publica\u00e7\u00e3o no Facebook sobre a abertura de uma nova loja.<\/li>\n<\/ol>\n<p>Pronto para p\u00f4r em pr\u00e1tica a sua nova teoria da cor? Comece a imprimir o seu pr\u00f3ximo lote de materiais de marketing consultando o nosso <a href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/\" target=\"_blank\" rel=\"noopener noreferrer\">gama de produtos<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>When designing a printed advertisement, the messaging is often the most important aspect. However, no matter how persuasive it is, that message might be easily overlooked on a plain, white background. That\u2019s where colours can really have an impact. They can draw eyes towards your ad, make customers feel different emotions and encourage them to [&hellip;]<\/p>\n","protected":false},"author":134,"featured_media":68329,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[545,547],"tags":[],"class_list":{"0":"post-68314","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-art-design","8":"category-business-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Importance of Colours in Print Marketing | Solopress UK<\/title>\n<meta name=\"description\" content=\"What does your brand\u2019s colours say about your company? Find out with our guide to the meaning behind colours and how to use colours in advertising.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/arte-design-2\/cores-em-impressao-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Importance of Colours in Print Marketing | Solopress UK\" \/>\n<meta property=\"og:description\" content=\"What does your brand\u2019s colours say about your company? 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