SOUZA, W. M. B.; http://lattes.cnpq.br/6325761631557711; SOUZA, Wanessa Mayara Braz de.
Abstract:
Products of the most different categories are packaged with visual information, in which colors, shapes, images and texts are responsible for transmitting the necessary information to the consumer. In this context, color codes can facilitate identification of the product and contribute to an efficient communication process. However, a portion of the population has a mutation popularly known as color blindness, or Color Vision Deficiency (CVD). This affects the cone cells, compromising the ability of individuals to identify and/or distinguish certain colors, resulting in a mismatch between the visual perception of carriers and no carriers. This research aimed to evaluate if there is interference in the understanding of color codes and their meanings in the context of packaging, exposed to patients with CVD. For this, a technical analysis of the color in packaging was performed, from the simulation of color blindness vision obtained through software, followed by an
experimental study. The experiment used color in two distinct stages: (1) requesting
the action name and indication of meanings associated with colors; and then (2)
having color samples and within the package context. We used the packaging of
three distinct and popular products, each of which has a packaging in colors: red,
green and blue. Through analysis and comparison data obtained with individuals
with and without CVD, it was possible to identify critical points and failures in the
communicative process. Indicating interference in the understanding and use of
color codes available in packages.
