{"id":4333,"date":"2021-09-14T00:00:00","date_gmt":"2021-09-13T22:00:00","guid":{"rendered":"https:\/\/myn006.staging.360vier.net\/psychologie-barev-dotyka-se-i-videomarketingu\/"},"modified":"2025-06-03T14:23:55","modified_gmt":"2025-06-03T12:23:55","slug":"psychologie-barev-dotyka-se-i-videomarketingu","status":"publish","type":"post","link":"https:\/\/www.mynd.com\/cs\/blog\/psychologie-barev-dotyka-se-i-videomarketingu\/","title":{"rendered":"Psychologie barev: dot\u00fdk\u00e1 se i videomarketingu"},"content":{"rendered":"

Mo\u017en\u00e1 si to m\u00e1lokdo uv\u011bdomuje, ale barvy hraj\u00ed v\u00fdznamnou roli v dne\u0161n\u00edm konkuren\u010dn\u00edm prost\u0159ed\u00ed. Aby spole\u010dnost na trhu usp\u011bla, je jasn\u00e9, \u017ee mus\u00ed m\u00edt kvalitn\u00ed produkt nebo slu\u017ebu, ale nem\u011bla by zapom\u00ednat ani na jednotn\u00fd vizu\u00e1ln\u00ed styl. Pr\u00e1v\u011b ten v sob\u011b nese p\u0159esn\u011b definovan\u00e9 barvy, kter\u00e9 dok\u00e1\u017e\u00ed firmu n\u00e1sledn\u011b efektivn\u011b odli\u0161it od jin\u00fdch zna\u010dek.<\/p>\n

O tom, \u017ee to barvy opravdu dok\u00e1\u017e\u00ed, se p\u0159esv\u011bd\u010dte na vlastn\u00ed k\u016f\u017ei t\u00edmto kr\u00e1tk\u00fdm testem.<\/p>\n

Dok\u00e1\u017eete na z\u00e1klad\u011b barvy loga p\u0159i\u0159adit n\u00e1zev zna\u010dky?<\/p>\n

\"PSYCHOLOGYCOLORS-blog\"<\/figure>\n

V\u011b\u0159\u00edm, \u017ee to pro v\u00e1s byla hra\u010dka! Tyto uv\u00e1\u017eliv\u011b zvolen\u00e9 barvy by nem\u011bly b\u00fdt obsa\u017eeny jen v logu, ale i v celkov\u00e9 firemn\u00ed komunikaci, jako nap\u0159\u00edklad v image videu dan\u00e9 zna\u010dky.<\/p>\n

A jak\u00e9 barvy zvolit? P\u0159i v\u00fdb\u011bru je t\u0159eba zahodit osobn\u00ed preference a poznat psychologick\u00e9 aspekty ka\u017ed\u00e9 barvy.<\/p>\n

<\/span><\/p>\n

<\/a> Co to ta barva vlastn\u011b je?<\/h2>\n

S touto ot\u00e1zkou si l\u00e1malo hlavu u\u017e mnoho vzd\u011blan\u00fdch lid\u00ed. Nap\u0159\u00edklad pan Andrej D\u00e9munth, kter\u00fd je aktu\u00e1ln\u011b profesorem systematick\u00e9 filosofie na Univerzit\u011b Komensk\u00e9ho v Bratislav\u011b, v\u011bnoval barv\u00e1m celou knihu<\/a>. P\u00ed\u0161e v n\u00ed, \u017ee barvy pat\u0159\u00ed mezi z\u00e1kladn\u00ed vjemy lidsk\u00e9ho vn\u00edm\u00e1n\u00ed a m\u016f\u017eeme je vid\u011bt v\u0161ude.<\/p>\n

Asi u\u017e v\u00edte, \u017ee barvy d\u011bl\u00edme do dvou skupin:<\/p>\n

1. Tepl\u00e9 barvy: \u010derven\u00e1, oran\u017eov\u00e1, \u017elut\u00e1 a jejich kombinace<\/p>\n

2. Studen\u00e9 barvy: zelen\u00e1, modr\u00e1 a fialov\u00e1.<\/p>\n

K t\u011bmto skupin\u00e1m bychom mohli p\u0159idat neutr\u00e1ln\u00ed barvy bez odst\u00ednu, mezi kter\u00e9 pat\u0159\u00ed b\u00edl\u00e1, \u010dern\u00e1 nebo \u0161ed\u00e1 barva.<\/p>\n

Poj\u010fme se u\u017e pustit do asociac\u00ed t\u011bchto barev a jejich vyu\u017eit\u00ed ve videomarketingu.<\/p>\n

<\/span><\/p>\n

<\/a> Asociace barev a jejich vyu\u017eit\u00ed ve videomarketingu<\/h2>\n

\u017dlut\u00e1? Slunce. Modr\u00e1? Mo\u0159e. Ano, toto jsou asociace. Barvy toti\u017e vyvol\u00e1vaj\u00ed ur\u010dit\u00e9 reakce, kter\u00e9 vych\u00e1zej\u00ed z na\u0161eho pov\u011bdom\u00ed a mnohdy si je tedy ani neuv\u011bdomujeme. Na toto t\u00e9ma prob\u011bhlo u\u017e mnoho v\u00fdzkum\u016f. Ka\u017ed\u00e1 barva tak v sob\u011b nese psychologick\u00fd obsah, kter\u00fd vyvol\u00e1v\u00e1 r\u016fzn\u00e9 p\u0159edstavy. Toto vn\u00edm\u00e1n\u00ed barev je z\u00e1visl\u00e9 i na individu\u00e1ln\u00edch vlastnostech \u010dlov\u011bka. Z\u00e1rove\u0148 m\u016f\u017eou m\u00edt n\u011bkter\u00e9 barvy odli\u0161n\u00e9 v\u00fdznamy nap\u0159\u00ed\u010d kulturami.<\/p>\n

<\/span><\/p>\n

<\/a> \u010cerven\u00e1 barva<\/h2>\n

\u010cerven\u00e1 barva pat\u0159\u00ed do skupiny tepl\u00fdch barev a je jednou z nejdynami\u010dt\u011bj\u0161\u00edch barev v\u016fbec. Jej\u00ed asociace jsou l\u00e1ska, ohe\u0148, vzru\u0161en\u00ed, touha, hn\u011bv, vzruch, nad\u0161en\u00ed nebo nebezpe\u010d\u00ed. Tato barva dod\u00e1v\u00e1 energii, chu\u0165 k j\u00eddlu, povzbuzuje emoce, stup\u0148uje pro\u017e\u00edv\u00e1n\u00ed a \u010dlov\u011bk d\u00edky n\u00ed m\u016f\u017ee b\u00fdt sna\u017eiv\u011bj\u0161\u00ed.<\/p>\n

\u010cerven\u00e1 barva se v marketingu vyu\u017e\u00edv\u00e1 v oblastech p\u0159in\u00e1\u0161ej\u00edc\u00edch pocit mo\u017enosti (sportovn\u00ed auta, hol\u00edc\u00ed gely, cigarety) nebo u rychloobr\u00e1tkov\u00e9ho zbo\u017e\u00ed, kter\u00e9 je kupovan\u00e9 impulzivn\u011b (\u010dokol\u00e1da, keksy, \u017ev\u00fdka\u010dky\u2026). \u010cerven\u00e1 m\u00e1 skv\u011blou schopnost upozornit na n\u011bco, a proto se pou\u017e\u00edv\u00e1 i na v\u011bcech, kter\u00e9 p\u0159ed n\u011b\u010d\u00edm varuj\u00ed.<\/p>\n

Mezi zn\u00e1m\u00e9 zna\u010dky, kter\u00e9 vyu\u017e\u00edvaj\u00ed \u010dervenou barvu, pat\u0159\u00ed Coca-Cola, FaxCopy, H&M, YouTube, Canon, KFC, Lego, Netflix, Toyota, Adobe, Kaufland nebo Styla. Jak u\u017e jsme zm\u00ednili v \u00favodu, tyto barvy je nutn\u00e9 pou\u017e\u00edvat i v online komunikaci zna\u010dky. P\u0159\u00edkladem je sponzorsk\u00fd odkaz, kter\u00fd jsme vytvo\u0159ili pro obchodn\u00ed centrum Styla. V posledn\u00ed sc\u00e9n\u011b videa se obraz zabarv\u00ed firemn\u00ed barvou, aby se spojen\u00ed se zna\u010dkou je\u0161t\u011b v\u00edce pos\u00edlilo.<\/p>\n

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