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As cores na identidade visual das instituições bancárias : influência na perceção de diferenciação, confiança, inovação e fidelização
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Resumo(s)
A crescente competitividade e a homogeneidade dos serviços no setor bancário destacam a necessidade das instituições se diferenciarem e fortalecerem a confiança dos consumidores. Neste contexto, a identidade visual, e em particular as cores, emergem como elementos estratégicos com potencial para influenciar a perceção dos consumidores. Assim, esse estudo visa analisar a relevância das cores na identidade visual das instituições bancárias para a perceção de diferenciação e investigar a sua influência na perceção de confiança, inovação e, consequente fidelização. Para a realização deste estudo foi adotada uma abordagem dedutiva e cross-sectional. Através de um questionário online, com base num desenho experimental simples, obteve-se uma amostra válida de 192 inquiridos (não probabilística por conveniência), que foram aleatoriamente expostos a três versões distintas da identidade visual de uma instituição bancária fictícia – “Banco Lusitano”. A análise de dados foi efetuada através do software IBM SPSS Statistics 29. Os resultados apurados indicam: 1) As cores utilizadas na comunicação influenciam positivamente a perceção da identidade visual, variando o seu impacto entre os diferentes estilos cromáticos; 2) A perceção da identidade visual tem um impacto positivo na perceção de diferenciação da instituição; 3) As cores influenciam positivamente a perceção dos consumidores, nomeadamente a cor azul foi associada a uma maior confiança enquanto o laranja (gradiente) foi percebido como mais inovador; 4) A perceção de confiança e a perceção de inovação influenciam positivamente a fidelização. Do ponto de vista teórico, este estudo consolida a relação entre as variáveis em análise e contribui para preencher uma lacuna na literatura sobre a influência das cores no setor bancário. Numa perspetiva empresarial, evidencia-se a necessidade de alinhar as decisões cromáticas com os objetivos de comunicação da instituição para otimizar diferenciação, confiança, inovação e fidelização.
The increasing competitiveness and service homogeneity within the banking sector highlights the need for institutions to differentiate themselves and strengthen consumer trust. In this context, visual identity, particularly color, emerges as a strategic element capable of influencing consumer perception. Thus, this study aims to analyze the relevance of colors in the visual identity of banking institutions for perceived differentiation and to investigate its influence on perceptions of trust, innovation, and consequent loyalty. To conduct this study, a deductive and cross-sectional approach was adopted. Through an online questionnaire based on a simple experimental design, a valid sample of 192 respondents (non-probabilistic, convenience sampling) was obtained. Participants were randomly exposed to three distinct versions of the visual identity of a fictional banking institution – “Banco Lusitano.” Data analysis was conducted using IBM SPSS Statistics 29 software. The results indicate: 1) The colors used in brand communication positively influence the perception of visual identity, with their impact varying across different chromatic styles; 2) The perception of visual identity positively impacts perceived differentiation; 3) Colors influences consumer perception, specifically, blue was associated with higher trust, while orange (gradient) was perceived as more innovative; 4) Both the perception of trust and the perception of innovation positively influence loyalty. From a theoretical perspective, this study consolidates the relationship between the variables under analysis and helps fill a gap in literature regarding the influence of colors in the banking sector. From a managerial perspective, it emphasizes the importance of aligning chromatic decisions with the institution's communication objectives to optimize differentiation, trust, innovation, and loyalty.
The increasing competitiveness and service homogeneity within the banking sector highlights the need for institutions to differentiate themselves and strengthen consumer trust. In this context, visual identity, particularly color, emerges as a strategic element capable of influencing consumer perception. Thus, this study aims to analyze the relevance of colors in the visual identity of banking institutions for perceived differentiation and to investigate its influence on perceptions of trust, innovation, and consequent loyalty. To conduct this study, a deductive and cross-sectional approach was adopted. Through an online questionnaire based on a simple experimental design, a valid sample of 192 respondents (non-probabilistic, convenience sampling) was obtained. Participants were randomly exposed to three distinct versions of the visual identity of a fictional banking institution – “Banco Lusitano.” Data analysis was conducted using IBM SPSS Statistics 29 software. The results indicate: 1) The colors used in brand communication positively influence the perception of visual identity, with their impact varying across different chromatic styles; 2) The perception of visual identity positively impacts perceived differentiation; 3) Colors influences consumer perception, specifically, blue was associated with higher trust, while orange (gradient) was perceived as more innovative; 4) Both the perception of trust and the perception of innovation positively influence loyalty. From a theoretical perspective, this study consolidates the relationship between the variables under analysis and helps fill a gap in literature regarding the influence of colors in the banking sector. From a managerial perspective, it emphasizes the importance of aligning chromatic decisions with the institution's communication objectives to optimize differentiation, trust, innovation, and loyalty.
Descrição
Trabalho Final de Mestrado, Marketing, ISEG, 2025.
Palavras-chave
Colors Visual Identity Perception of Trust Perception of Innovation Loyalty Cores Identidade Visual Perceção de Confiança Perceção de Inovação Fidelização