COR E TIPOGRAFIA EM CAPA DE LIVRO: EMOÇÕES, ATRATIVIDADE E INTENÇÃO DE COMPRA

Literature on the influence of color and typography has revealed some contradiction and its conclusions are seldom applied in the editorial area. The main goal of this research is to contribute to the perception of color and typography on book covers. Emotions (positive and negative), attractiveness and purchase intention for digitally manipulated book covers were analyzed. Participants (n=166) revealed both warm colors and complementary colors induce higher attractiveness and purchase intention. As for typography, results were less conclusive, although the preferred font types were serif, ornamental and non-helvetic ones. Finally, practical implications for graphic designers and marketers were discussed.