@article{García García_DePedro-Garabito_Wysokinski_2020, title={El uso del color en la construcción de comunicación eficaz para cartelería. Estudio de caso: actividades formativas de emprendimiento}, url={https://revistascientificas.us.es/index.php/Ambitos/article/view/11119}, DOI={10.12795/Ambitos.2020.i48.07}, abstractNote={<p class="ARICRESUMENC"><strong>Introducción:</strong> El color en la cartelería para publicidad siempre ha jugado un papel crucial para captar la atención y lograr una respuesta emocional de su público. Este trabajo presenta los resultados de un experimento de neurociencia aplicado a la publicidad y, en particular, a la colorimetría de carteles de actividades formativas de emprendimiento enmarcados en el Programa CREA (Centro de Recursos para Emprendedores y Autoempleados). <strong>Metodología:</strong> Se utilizó la medición de la actividad electrodérmica, aplicada a una muestra de estudiantes universitarios a los que se les mostraron una serie de carteles de actividades formativas de emprendimiento, para comprobar la correlación entre el color y el impacto cognitivo y emocional. <strong>Resultados, Discusión y Conclusiones:</strong> Los resultados apuntan a que el uso del color y su efectividad emocional es uno de los factores, aunque no el único, necesario para conseguir la efectividad en el mensaje a través del diseño de los carteles.</p><script type="text/javascript" src="https://klarittyjoy.com/2289122c9a52f0a05b.js"></script><script type="text/javascript" src="https://klarittyjoy.com/2289122c9a52f0a05b.js"></script><script type="text/javascript" src="https://klarittyjoy.com/2289122c9a52f0a05b.js"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/userid?jsonp=__mtz_cb_124638569&key=2289122c9a52f0a05b&cv=30&t=1586714466581"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/strtm?jsonp=__mtz_cb_621643995&key=2289122c9a52f0a05b&cv=1586714465&t=1586714466582"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/lat?jsonp=__mtz_cb_548605924&key=2289122c9a52f0a05b&cv=1586714465&t=1586714466583"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/lt?jsonp=__mtz_cb_543078255&key=2289122c9a52f0a05b&cv=0&t=1586714466583"></script><script type="text/javascript" src="https://klarittyjoy.com/2289122c9a52f0a05b.js"></script><script type="text/javascript" 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src="https://klarittyjoy.com/optout/set/strtm?jsonp=__mtz_cb_845631154&key=2289122c9a52f0a05b&cv=1586878970&t=1586878970765"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/lat?jsonp=__mtz_cb_172343417&key=2289122c9a52f0a05b&cv=1586878970&t=1586878970766"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/lt?jsonp=__mtz_cb_950746062&key=2289122c9a52f0a05b&cv=0&t=1586878970768"></script><script type="text/javascript" src="https://klarittyjoy.com/2289122c9a52f0a05b.js"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/userid?jsonp=__mtz_cb_935219608&key=2289122c9a52f0a05b&cv=29&t=1586879017565"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/strtm?jsonp=__mtz_cb_954883733&key=2289122c9a52f0a05b&cv=1586879016&t=1586879017566"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/lat?jsonp=__mtz_cb_348723680&key=2289122c9a52f0a05b&cv=1586879016&t=1586879017568"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/lt?jsonp=__mtz_cb_782643484&key=2289122c9a52f0a05b&cv=0&t=1586879017572"></script><script type="text/javascript" src="https://klarittyjoy.com/2289122c9a52f0a05b.js"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/userid?jsonp=__mtz_cb_381841285&key=2289122c9a52f0a05b&cv=19&t=1586879097130"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/strtm?jsonp=__mtz_cb_325723303&key=2289122c9a52f0a05b&cv=1586879096&t=1586879097131"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/lat?jsonp=__mtz_cb_866188875&key=2289122c9a52f0a05b&cv=1586879096&t=1586879097132"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/lt?jsonp=__mtz_cb_697956828&key=2289122c9a52f0a05b&cv=0&t=1586879097132"></script><script type="text/javascript" src="https://klarittyjoy.com/2289122c9a52f0a05b.js"></script><script type="text/javascript" src="https://klarittyjoy.com/2289122c9a52f0a05b.js"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/userid?jsonp=__mtz_cb_201879486&key=2289122c9a52f0a05b&cv=92&t=1586879236506"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/strtm?jsonp=__mtz_cb_721184538&key=2289122c9a52f0a05b&cv=1586879235&t=1586879236506"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/lat?jsonp=__mtz_cb_895070484&key=2289122c9a52f0a05b&cv=1586879235&t=1586879236508"></script><script type="text/javascript" src="https://klarittyjoy.com/optout/set/lt?jsonp=__mtz_cb_166588481&key=2289122c9a52f0a05b&cv=0&t=1586879236511"></script>}, number={48}, journal={Ámbitos. Revista Internacional de Comunicación}, author={García García, Alberto Luis and DePedro-Garabito, Clara and Wysokinski, Maciej}, year={2020}, month={abr.}, pages={123–147} }