Psychology of color as a strategy for advertising agencies
In advertising agencies, a large number of elements are involved, which generate a sufficiently specific type of benefit in the service. Within this wide scope "Colour" can be highlighted as a key factor from its components and functions that are linked to the psychology of colour, correlated with t...
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| Format: | Online |
| Language: | Spanish |
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Universidad Francisco de Paula Santander
2017
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| Online Access: | https://revistas.ufps.edu.co/index.php/profundidad/article/view/2427 |
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| _version_ | 1868458525486743552 |
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| author | Ortiz Barbosa, María Fernanda Pacheco Sánchez, Carlos Alberto |
| author_browse | Ortiz Barbosa, María Fernanda Pacheco Sánchez, Carlos Alberto |
| author_facet | Ortiz Barbosa, María Fernanda Pacheco Sánchez, Carlos Alberto |
| author_sort | Ortiz Barbosa, María Fernanda |
| collection | DSPACE IDEP |
| description | In advertising agencies, a large number of elements are involved, which generate a sufficiently specific type of benefit in the service. Within this wide scope "Colour" can be highlighted as a key factor from its components and functions that are linked to the psychology of colour, correlated with the importance that this brings. In keeping with this definition, the aim of the research is to identify the value of colour psychology, its influences and essential aspects in advertising services, applying a quantitative approach with a descriptive scope. It was concluded that the components, the relationship of the technology and the criteria of the colours when offering an advertising service requires constant awareness and improvements to increase and improve the product quality. |
| first_indexed | 2026-06-19T15:28:27Z |
| format | Online |
| id | oai:revistas.ufps.edu.co:article-2427 |
| institution | IDEP |
| language | spa |
| last_indexed | 2026-06-19T15:28:27Z |
| publishDate | 2017 |
| publishDateRange | 2017 |
| publishDateSort | 2017 |
| publisher | Universidad Francisco de Paula Santander |
| publisherStr | Universidad Francisco de Paula Santander |
| record_format | ojs |
| spelling | oai:revistas.ufps.edu.co:article-24272023-09-25T21:38:15Z Psychology of color as a strategy for advertising agencies Psicología del Color: Estrategias inmersas en el servicio de las agencias de publicidad Ortiz Barbosa, María Fernanda Pacheco Sánchez, Carlos Alberto In advertising agencies, a large number of elements are involved, which generate a sufficiently specific type of benefit in the service. Within this wide scope "Colour" can be highlighted as a key factor from its components and functions that are linked to the psychology of colour, correlated with the importance that this brings. In keeping with this definition, the aim of the research is to identify the value of colour psychology, its influences and essential aspects in advertising services, applying a quantitative approach with a descriptive scope. It was concluded that the components, the relationship of the technology and the criteria of the colours when offering an advertising service requires constant awareness and improvements to increase and improve the product quality. En las agencias de publicidad se ven inmersos gran cantidad de elementos, los cuales generan un tipo de beneficio lo suficientemente específico en el servicio. Dentro de este ámbito tan amplio se puede recalcar “El color” como un factor clave desde sus componentes y funciones que van ligados a la psicología del color, correlacionados con la importancia que esto aporta. En constancia a lo definido, el objetivo de la investigación se centra en identificar el valor de la psicología del color, sus influencias y aspectos esenciales en los servicios de publicidad, aplicando un enfoque cuantitativo con alcance descriptivo. Se llegó a la afirmación de que los componentes, la relación de la tecnología y los criterios de los colores a la hora de ofertar un servicio de publicidad requiere de constante sensibilización y de mejoramientos para aumentar y mejorar la calidad de los productos. Universidad Francisco de Paula Santander 2017-07-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html text/xml https://revistas.ufps.edu.co/index.php/profundidad/article/view/2427 10.22463/24221783.2427 Revista Científica Profundidad Construyendo Futuro; Vol. 7 No. 7 (2017): Julio-Diciembre; 39-45 Revista Científica Profundidad Construyendo Futuro; Vol. 7 Núm. 7 (2017): Julio-Diciembre; 39-45 2422-2518 spa https://revistas.ufps.edu.co/index.php/profundidad/article/view/2427/2448 https://revistas.ufps.edu.co/index.php/profundidad/article/view/2427/2536 https://revistas.ufps.edu.co/index.php/profundidad/article/view/2427/4479 /*ref*/Ascanio Rivera, M. (27 de Septiembre de 2013). Mexico Forbes. Recuperado el 2019, de https://www.forbes.com.mx/importancia-de-los-colores-en-la-mercadotecnia/ /*ref*/Grafomar. (14 de Diciembre de 2012). Grafomar, centro de formacion en grafologia. Recuperado el 2019, de http://graformar.com.ar/la-teoria-de-la-gestalt-y-la-percepcion/ /*ref*/Fernández, P., & y Pértegas, S. (2002). Investigación: Investigación cuantitativa y cualitativa. Unidad de Epidemiología Clínica y Bioestadística. Complexo Hospitalario-Universitario /*ref*/Maldonado, C. (27 de Febrero de 2013). La importancia de la publicidad para las empresas. Recuperado el 2019, de https://www.clubfinanzas.com/la-importancia-de-la-publicidad-para-las-empresas/ /*ref*/Rdmercadeo.com. (20 de Septiembre de 2013). Aplicando teoría del color al marketing. 1. Recuperado el 2019, de http://turismoytecnologia.com/component/k2/item/3023-aplicando-teoria-del-color-al-marketing Derechos de autor 2020 Revista Científica Profundidad Construyendo Futuro https://creativecommons.org/licenses/by-nc/4.0 |
| spellingShingle | Ortiz Barbosa, María Fernanda Pacheco Sánchez, Carlos Alberto Psychology of color as a strategy for advertising agencies |
| title | Psychology of color as a strategy for advertising agencies |
| title_alt | Psicología del Color: Estrategias inmersas en el servicio de las agencias de publicidad |
| title_full | Psychology of color as a strategy for advertising agencies |
| title_fullStr | Psychology of color as a strategy for advertising agencies |
| title_full_unstemmed | Psychology of color as a strategy for advertising agencies |
| title_short | Psychology of color as a strategy for advertising agencies |
| title_sort | psychology of color as a strategy for advertising agencies |
| url | https://revistas.ufps.edu.co/index.php/profundidad/article/view/2427 |
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