Neuromarketing e estímulos cromáticos: o papel das cores vermelho e amarelo na percepção da marca Mcdonald’s

Abstract

This study analyzed the communicative impact of the red and yellow colors in the McDonald's logo on consumers' emotional perception and purchase intention, from a neuromarketing perspective. A quantitative, descriptive approach was adopted, using a structured questionnaire with a five-point Likert scale, applied to a sample of 81 participants selected by convenience. The results showed high brand recall, focused attention on the displayed products, and a strong association of the colors red and yellow with attributes such as energy, action, and appetite stimulation, corroborating findings in the literature on color psychology. However, it was observed that the chromatic influence on purchase intention was moderate, indicating the limitations of isolated visual stimuli in converting consumer behavior. It is concluded that corporate colors reinforce visual identity and brand recognition, contributing to the understanding of the perceptual and emotional effects of color in marketing, as well as to the practice of integrated visual communication strategies.