{"id":3341,"date":"2021-01-04T14:57:10","date_gmt":"2021-01-04T13:57:10","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=3341"},"modified":"2021-01-18T17:03:51","modified_gmt":"2021-01-18T16:03:51","slug":"psychologie-barev-v-marketingu","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/","title":{"rendered":"Psychologie barev v marketingu: V\u00fdznam barev?"},"content":{"rendered":"<p><strong>Barvy maj\u00ed mnoho zaj\u00edmav\u00fdch funkc\u00ed. Mimo estetickou a vizu\u00e1ln\u00ed str\u00e1nku dok\u00e1\u017eou z\u00e1zraky i v oblasti marketingu. A ti, kte\u0159\u00ed se <a href=\"https:\/\/orangeacademy.cz\/kurzy-marketingu\/rekvalifikacni-kurz-online-marketing\">online marketingu<\/a> v\u011bnuj\u00ed, si jsou tohoto v\u00fdznamu barev dob\u0159e v\u011bdomi. Jak se vyu\u017e\u00edv\u00e1 psychologie barev v marketingu? Kterou z nich zvolit pro svoji zna\u010dku podle slu\u017eeb a produkt\u016f, kter\u00fdm se v\u011bnujete?<\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69e48e68be6fb\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #666666;color:#666666\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #666666;color:#666666\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69e48e68be6fb\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Psychologie_barev_v_praxi\" >Psychologie barev v praxi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Vyznam_jednotlivych_barev_aneb_Jakou_zvolit_pro_svoji_znacku\" >V\u00fdznam jednotliv\u00fdch barev aneb Jakou zvolit pro svoji zna\u010dku?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Modra_barva\" >Modr\u00e1 barva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Zelena_barva\" >Zelen\u00e1 barva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Bila_barva\" >B\u00edl\u00e1 barva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Cervena_barva\" >\u010cerven\u00e1 barva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Zluta_barva\" >\u017dlut\u00e1 barva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Zlata_barva\" >Zlat\u00e1 barva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Seda_barva\" >\u0160ed\u00e1 barva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Cerna_barva\" >\u010cern\u00e1 barva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Fialova_barva\" >Fialov\u00e1 barva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/orangeacademy.cz\/clanky\/psychologie-barev-v-marketingu\/#Hneda_barva\" >Hn\u011bd\u00e1 barva<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Psychologie_barev_v_praxi\"><\/span><span style=\"font-weight: 400;\">Psychologie barev v praxi<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Na barvy lze pohl\u00ed\u017eet hned z n\u011bkolika rovin. Z fyziky v\u00edme, \u017ee se jedn\u00e1 o <strong>viditeln\u00e9 \u010d\u00e1sti elektromagnetick\u00e9ho z\u00e1\u0159en\u00ed<\/strong>. V um\u011bn\u00ed se barvami vyjad\u0159uj\u00ed pocity, n\u00e1lady a cel\u00e9 d\u00edlo dost\u00e1v\u00e1 d\u00edky spektru barev sv\u016fj <strong>v\u00fdznam<\/strong>. A v psychologii zase mluv\u00edme o <strong>zrakov\u00e9m vjemu<\/strong>, kter\u00fd dok\u00e1\u017ee ovlivnit na\u0161i emo\u010dn\u00ed stabilitu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Psychologii barev se v\u011bnovalo ji\u017e mnoho odborn\u00edk\u016f i v\u011bdc\u016f (nap\u0159\u00edklad Carl Jung). V z\u00e1sad\u011b objevili spojitosti mezi ur\u010dit\u00fdmi odst\u00edny barev a na\u0161\u00edm podv\u011bdom\u00ed, respektive t\u00edm, <strong>jak na n\u00e1s barvy podv\u011bdom\u011b p\u016fsob\u00ed<\/strong>. Tohoto vlivu si v\u011bt\u0161ina populace v\u016fbec nev\u0161\u00edm\u00e1, \u010dasto o n\u011bm ani netu\u0161\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V ruk\u00e1ch zdatn\u00e9ho market\u00e9ra se tedy i psychologie barev m\u016f\u017ee st\u00e1t <strong>dobr\u00fdm prodejn\u00edm n\u00e1strojem<\/strong> nebo alespo\u0148 pom\u016fckou. D\u00edky sv\u00fdm <a href=\"https:\/\/orangeacademy.cz\/clanky\/marketing-pro-obchodniky\/\">marketingov\u00fdm \u010dinnostem<\/a> mohou p\u0159esn\u011b p\u016fsobit na tu \u010d\u00e1st podv\u011bdom\u00ed, kterou pot\u0159ebuj\u00ed zapojit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V praxi vyu\u017e\u00edvaj\u00ed psychologii barev nejr\u016fzn\u011bj\u0161\u00ed<strong> firmy a zna\u010dky<\/strong> u\u017e t\u00edm, jakou barvu loga zvol\u00ed. Nemyslete si, \u017ee McDonald prezentuje sv\u00e9 \u010derveno \u017elut\u00e9 logo n\u00e1hodou, stejn\u011b tak jako to ned\u011bl\u00e1 bez rozmyslu tis\u00edce jin\u00fdch zna\u010dek, kter\u00e9 denn\u011b potk\u00e1v\u00e1te na billboardech. Grafici a market\u00e9\u0159i si jednodu\u0161e osvojili p\u00e1r pravidel t\u00e9to \u010d\u00e1sti psychologie a vyu\u017e\u00edvaj\u00ed ji k v\u011bt\u0161\u00edmu \u00fasp\u011bchu sv\u00fdch produkt\u016f.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Vyznam_jednotlivych_barev_aneb_Jakou_zvolit_pro_svoji_znacku\"><\/span><span style=\"font-weight: 400;\">V\u00fdznam jednotliv\u00fdch barev aneb Jakou zvolit pro svoji zna\u010dku?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ka\u017ed\u00e1 barva m\u00e1 sv\u00e9 <strong>specifick\u00e9 \u00fa\u010dinky na na\u0161e podv\u011bdom\u00ed<\/strong>. Princip je vcelku jednoduch\u00fd \u2013 vyvol\u00e1vaj\u00ed v na\u0161ich mysl\u00edch ur\u010dit\u00e9 <strong>pocity, my\u0161lenky, chut\u011b <\/strong>nebo <strong>emoce<\/strong>. Dost \u010dasto je m\u00e1me spojen\u00e9 velmi specificky s ur\u010ditou \u010dinnost\u00ed a pot\u00e9 n\u00e1s pohled na ur\u010ditou barvu podv\u011bdom\u011b sm\u011b\u0159uje k ur\u010dit\u00e9mu c\u00edli.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Samoz\u0159ejm\u011b, \u017ee na ka\u017ed\u00e9ho z n\u00e1s mohou p\u016fsobit velmi subjektivn\u011b, av\u0161ak odborn\u00edci vypozorovali i <strong>obecn\u00e9 z\u00e1konitosti<\/strong>, kter\u00e9 plat\u00ed v jist\u00e9 m\u00ed\u0159e v\u017edy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tohoto objektivn\u00edho p\u016fsoben\u00ed pak lze velmi dob\u0159e vyu\u017e\u00edt v reklam\u011b, p\u0159i v\u00fdb\u011bru loga, designu jednotliv\u00fdch obal\u016f i v\u00fdrobk\u016f a tak d\u00e1le. Psychologie barev n\u00e1m tedy m\u016f\u017ee chyt\u0159e a efektivn\u011b pomoci s volbou barev v marketingu.<\/span><\/p>\n<div id=\"attachment_3342\" style=\"width: 470px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-3342\" class=\"size-medium wp-image-3342\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/11\/vliv-barev-460x307.jpg\" alt=\"Psychologie barev v marketingu\" width=\"460\" height=\"307\" \/><p id=\"caption-attachment-3342\" class=\"wp-caption-text\">Psychologie barev v marketingu hraje d\u016fle\u017eitou roli.<\/p><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Modra_barva\"><\/span><span style=\"font-weight: 400;\">Modr\u00e1 barva<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Pat\u0159\u00ed mezi nejobl\u00edben\u011bj\u0161\u00ed a nej\u010dast\u011bji pou\u017e\u00edvan\u00e9 barvy v marketingu. \u010casto ji vyu\u017e\u00edvaj\u00ed banky, aplikace (co t\u0159eba takov\u00fd <a href=\"https:\/\/orangeacademy.cz\/clanky\/facebook-marketing\/\">Facebook<\/a>?), medic\u00edna i cestovn\u00ed kancel\u00e1\u0159e. Velk\u00e9 zastoupen\u00ed tak\u00e9 najde p\u0159i politick\u00fdch z\u00e1le\u017eitostech (nap\u0159\u00edklad pat\u0159\u00ed mezi obl\u00edben\u00e9 barvy politick\u00fdch stran).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pro\u010d se zrovna modr\u00e1 stala tolik obl\u00edbenou? Symbolizuje toti\u017e <strong>jistotu, p\u016fsob\u00ed bezpe\u010dn\u011b, \u00fasp\u011b\u0161n\u011b a uklid\u0148uje<\/strong>. Na z\u00e1kazn\u00edky m\u00e1 <strong>osv\u011b\u017euj\u00edc\u00ed a harmonick\u00fd vliv<\/strong>, kter\u00fd p\u016fsob\u00ed solidn\u011b a\u017e konzervativn\u011b. V p\u0159\u00edpad\u011b cestovn\u00edch kancel\u00e1\u0159\u00ed tak\u00e9 p\u0159ipom\u00edn\u00e1 barvu mo\u0159e a hezk\u00e9ho po\u010das\u00ed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tmav\u011b modr\u00e1 a\u017e kr\u00e1lovsk\u00e1 mod\u0159 (royal blue) je pova\u017eov\u00e1na za <strong>luxusn\u00ed <\/strong>nebo<strong> pr\u00e9miovou<\/strong> a pro sv\u00e9 produkty ji pou\u017e\u00edvaj\u00ed drah\u00e9 zna\u010dky. Nebo tak\u00e9 investi\u010dn\u00ed spole\u010dnosti, banky a podobn\u011b. Vzbuzuje toti\u017e d\u016fv\u011bru, kterou p\u0159i investov\u00e1n\u00ed velk\u00fdm \u010d\u00e1stek pen\u011bz nutn\u011b pot\u0159ebuj\u00ed.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Zelena_barva\"><\/span><span style=\"font-weight: 400;\">Zelen\u00e1 barva<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Zelenou najdeme ve spojen\u00ed s <strong>p\u0159\u00edrodou a klidem<\/strong>. Nen\u00ed n\u00e1hoda, \u017ee kosmetick\u00e9 zna\u010dky r\u00e1dy vol\u00ed pro sv\u00e9 produkty zelenou a b\u00edlou barvu. Zvl\u00e1\u0161\u0165, pokud nab\u00edzej\u00ed tak\u00e9 <strong>ekologickou hodnotu<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dokonce se stala symbolem tzv. <strong>zelen\u00e9ho marketingu<\/strong>: propagace v\u00fdrobk\u016f s environment\u00e1ln\u00ed hodnotou a ekologick\u00fdmi vlastnostmi.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00e1le je velmi obl\u00edben\u00e1 ve spojen\u00ed s turismem, kde evokuje zelen\u00e9 kope\u010dky hor a jarn\u00ed louky. Jednodu\u0161e p\u0159i pohledu na jasn\u00e9 zelen\u00e9 odst\u00edny okam\u017eit\u011b mysl\u00edme na p\u0159\u00edrodu, lesy a dost\u00e1v\u00e1me se do spojen\u00ed s na\u0161\u00ed p\u0159irozenou podstatou.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Bila_barva\"><\/span><span style=\"font-weight: 400;\">B\u00edl\u00e1 barva<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Zm\u00ednili jsme, \u017ee kosmetick\u00e9 zna\u010dky r\u00e1dy vyu\u017e\u00edvaj\u00ed zelenou v kombinaci s b\u00edlou barvou. B\u00edl\u00e1 barva je toti\u017e symbolem <strong>\u010distoty, nevinnosti <\/strong>a z\u00e1rove\u0148 <strong>luxusu<\/strong>. Kdo by si tedy necht\u011bl dop\u0159\u00e1t o\u010distnou masku nebo peeling, po kter\u00e9m se bude c\u00edtit jako znovuzrozen\u00fd?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u00edl\u00e1 tak\u00e9 <strong>zv\u011bt\u0161uje prostory<\/strong> (zn\u00e1te jist\u011b pravidlo, \u017ee b\u00edl\u00e9 oble\u010den\u00ed roz\u0161i\u0159uje a \u010dern\u00e9 ze\u0161t\u00edhluje, \u017ee?), co\u017e m\u016f\u017ee b\u00fdt pro n\u011bkter\u00e9 produkty, nap\u0159\u00edklad luxusn\u00ed domy a vily, tak\u00e9 vhodnou vlastnost\u00ed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00e1le ji najdeme ve spojen\u00ed s luxusn\u00edmi, a\u017e nedotknuteln\u00fdmi, v\u00fdrobky nebo t\u0159eba v ml\u00e9\u010dn\u00e9m pr\u016fmyslu. Obl\u00edben\u00e1 je i pro b\u00edlou elektroniku do dom\u00e1cnosti.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Cervena_barva\"><\/span><span style=\"font-weight: 400;\">\u010cerven\u00e1 barva<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Rud\u00e1 a \u010derven\u00e1 barva ve v\u00e1s \u010dasto vzbud\u00ed ohniv\u00e9, v\u00e1\u0161niv\u00e9 a siln\u00e9 emoce. Ve filmech ji \u010dasto vyu\u017e\u00edvaj\u00ed re\u017eis\u00e9\u0159i pro nap\u00ednav\u00e9 a d\u011bsiv\u00e9 sc\u00e9ny, kter\u00e9 v\u00e1s maj\u00ed nab\u00edt adrenalinem nebo strachem.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tato barva p\u0159irozen\u011b <strong>zvy\u0161uje krevn\u00ed tlak<\/strong>, je spojov\u00e1na s <strong>nebezpe\u010d\u00edm a agresivitou<\/strong>. Stejn\u011b agresivn\u00ed jsou tak\u00e9 chut\u011b, kter\u00e9 ve v\u00e1s \u010derven\u00e1 vzbuzuje. Proto se velmi dob\u0159e vyu\u017e\u00edv\u00e1 v gastronomick\u00e9m pr\u016fmyslu. P\u0159i pohledu na billboard s \u010derven\u00fdm logem obl\u00edben\u00e9ho fastfoodu dostanete obrovskou chu\u0165 na j\u00eddlo \u2013 v\u011bt\u0161inou to nezdrav\u00e9 a siln\u011b kalorick\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sv\u00e9 uplatn\u011bn\u00ed tak\u00e9 na\u0161la u energetick\u00fdch n\u00e1poj\u016f, jeliko\u017e v n\u00e1s vzbuzuje pocity pln\u00e9 energie a nap\u011bt\u00ed.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Zluta_barva\"><\/span><span style=\"font-weight: 400;\">\u017dlut\u00e1 barva<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">V kombinaci s \u010dervenou velmi \u010dasto najdeme \u017elutou (vzpom\u00edn\u00e1te na logo McDonaldu?), proto\u017ee op\u011bt p\u016fsob\u00ed na na\u0161e chu\u0165ov\u00e9 poh\u00e1rky. Jedn\u00e1 se tedy o velmi silnou dvojici.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u017dlut\u00e1 m\u00e1 d\u00e1le jednu skv\u011blou vlastnost \u2013 p\u0159itahuje <strong>pozornost<\/strong>, co\u017e se hod\u00ed snad ka\u017ed\u00e9 spole\u010dnosti. Nesm\u00ed se to s n\u00ed ale p\u0159\u00edli\u0161 p\u0159eh\u00e1n\u011bt, jeliko\u017e p\u016fsob\u00ed tak\u00e9 jako v\u00fdstraha. Barva slunce d\u00e1le symbolizuje <strong>dynamiku a pohyb<\/strong>. Velk\u00e9 vyu\u017eit\u00ed nal\u00e9z\u00e1 i pro hra\u010dky.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Zlata_barva\"><\/span><span style=\"font-weight: 400;\">Zlat\u00e1 barva<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>Luxusn\u00ed a honosn\u00e1<\/strong> barva, kter\u00e1 velmi \u010dasto symbolizuje <strong>bohatstv\u00ed nebo pen\u00edze<\/strong>. Op\u011bt se to se zlatou nesm\u00ed p\u0159eh\u00e1n\u011bt, jeliko\u017e m\u016f\u017ee p\u016fsobit a\u017e snobsky nebo arogantn\u011b, jemn\u00e9 zlat\u00e9 detaily jsou v\u0161ak ur\u010dit\u011b povoleny. Jedn\u00e1 se tak\u00e9 o barvu \u017eivota a bo\u017estva.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Seda_barva\"><\/span><span style=\"font-weight: 400;\">\u0160ed\u00e1 barva<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Firmy a zna\u010dky \u0161edou vyu\u017e\u00edvaj\u00ed sp\u00ed\u0161e pro pozad\u00ed nebo neutralizaci v\u00edce v\u00fdrazn\u00fdch barev. V\u011bt\u0161inou se nejedn\u00e1 o \u00fast\u0159edn\u00ed motiv a to z jednoduch\u00e9ho d\u016fvodu: \u0161ed\u00e1 barva je toti\u017e p\u0159\u00edli\u0161 <strong>neutr\u00e1ln\u00ed, f\u00e1dn\u00ed, nudn\u00e1 <\/strong>a\u017e <strong>ne\u017eiv\u00e1<\/strong>. Slou\u017e\u00ed sp\u00ed\u0161e jako <strong>dopln\u011bk<\/strong>, nevyvol\u00e1 toti\u017e p\u0159\u00edli\u0161 akce.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Cerna_barva\"><\/span><span style=\"font-weight: 400;\">\u010cern\u00e1 barva<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Stejn\u011b tak \u010dern\u00e1 barva nep\u016fsob\u00ed p\u0159\u00edli\u0161 vhodn\u011b na z\u00e1kazn\u00edky, jeliko\u017e je v na\u0161\u00ed kultu\u0159e spojov\u00e1na se <strong>smutkem, smrt\u00ed a negativitou<\/strong>. Proto ji op\u011bt zna\u010dky vyu\u017e\u00edvaj\u00ed sp\u00ed\u0161e jako dopl\u0148kovou barvu k v\u00fdrazn\u011bj\u0161\u00edm, kter\u00e9 dok\u00e1\u017ee skv\u011ble podtrhnout.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ov\u0161em najdeme jednu v\u00fdjimku \u2013 <strong>k\u00e1vov\u00fd pr\u016fmysl<\/strong>. Proto\u017ee symbolizuje k\u00e1vov\u00e1 zrna a barvu \u010derstv\u011b namlet\u00e9 k\u00e1vy, m\u016f\u017ee b\u00fdt vyu\u017e\u00edv\u00e1na pro tyto \u00fa\u010dely.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Fialova_barva\"><\/span><span style=\"font-weight: 400;\">Fialov\u00e1 barva<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Kombinace \u010derven\u00e9 a modr\u00e9 n\u00e1m (jak ji\u017e ka\u017ed\u00e9 d\u00edt\u011b dob\u0159e v\u00ed) vytvo\u0159\u00ed fialovou nebo tak\u00e9 purpurovou barvu, kter\u00e1 ob\u010das b\u00fdv\u00e1 spojen\u00e1 se l\u017e\u00ed. Jindy ji v\u0161ak vykl\u00e1d\u00e1me tak\u00e9 jako spojen\u00ed <strong>studen\u00e9 a tepl\u00e9 \u0161k\u00e1ly barev<\/strong>, \u010d\u00edm\u017e vznik\u00e1 skv\u011bl\u00e1 kombinace pro vyj\u00e1d\u0159en\u00ed <strong>\u00fasp\u011bchu a jemnosti<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pr\u00e1v\u011b jemnost, kterou symbolizuje, zp\u016fsobuje, \u017ee b\u00fdv\u00e1 spojov\u00e1na tak\u00e9 s <strong>\u017eenstv\u00edm a feminismem<\/strong>. N\u011bkter\u00e9 kr\u00e9my pro \u017eeny tedy s\u00e1z\u00ed na fialov\u00e9 odst\u00edny, nebo si vzpome\u0148me nap\u0159\u00edklad na obl\u00edben\u00e9 \u010dokol\u00e1dy Milka, kter\u00e9 n\u00e1s p\u0159esv\u011bd\u010duj\u00ed o sv\u00e9 jemnosti.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Hneda_barva\"><\/span><span style=\"font-weight: 400;\">Hn\u011bd\u00e1 barva<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Vrac\u00edme se op\u011bt k p\u0159\u00edrod\u011b, tentokr\u00e1t k symbolice <strong>d\u0159eva<\/strong>. Hn\u011bd\u00e1 (v\u011bt\u0161inou v kombinaci se zelenou) \u010dasto figuruje u zna\u010dek zab\u00fdvaj\u00edc\u00edch se v\u00fdrobou n\u00e1bytku nebo men\u0161\u00edch v\u00fdrobk\u016f ze d\u0159eva.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Op\u011bt ji najdeme i v gastronomick\u00e9m pr\u016fmyslu ve spojen\u00ed s \u010dokol\u00e1dou nebo <a href=\"https:\/\/orangeacademy.cz\/clanky\/kavarny-brno\/\" target=\"_blank\" rel=\"noopener noreferrer\">k\u00e1vou<\/a>. P\u0159edev\u0161\u00edm jemn\u00e9 odst\u00edny evokuj\u00ed klid a harmonii nebo <strong>p\u0159edstavu t\u011blesn\u00fdch pro\u017eitk\u016f<\/strong>. Vyu\u017eit\u00ed bychom tedy mohli o\u010dek\u00e1vat t\u0159eba u spole\u010dnost\u00ed nab\u00edzej\u00edc\u00edch ozdravn\u00e9 mas\u00e1\u017ee, relaxaci nebo saunu (kde najdeme i prvek d\u0159eva).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Existuje cel\u00e1 \u0159ada test\u016f, kter\u00e9 si m\u016f\u017eete vyzkou\u0161et bu\u010f sami, nebo jste je mo\u017en\u00e1 n\u011bkdy vid\u011bli t\u0159eba ve filmu \u2013\u00a0nap\u0159\u00edklad<strong> Rorschach\u016fv barvov\u00fd test<\/strong> se \u010dasto vyskytuje v z\u00e1pletk\u00e1ch film\u016f, v nich\u017e hrdiny testuj\u00ed pomoc\u00ed barevn\u00fdch desti\u010dek a skvrn, kdy maj\u00ed vypov\u011bd\u011bt, co ve skvrn\u00e1ch vid\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na ka\u017ed\u00e9ho z n\u00e1s mohou p\u016fsobit jemn\u011b odli\u0161n\u011b tak\u00e9 v z\u00e1vislosti na na\u0161em charakteru (sangvinik, melancholik, cholerik, flegmatik) nebo jednoduch\u00e9 preferenci barev. Pro firmy je v\u0161ak velmi snadn\u00e9, pokud o t\u011bchto vlastnostech psychologie barev v\u011bd\u00ed, zvolit tu spr\u00e1vnou, abyste si koupili jejich kosmetick\u00fd p\u0159\u00edpravek nebo dostali chu\u0165 k j\u00eddlu.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Barvy maj\u00ed mnoho zaj\u00edmav\u00fdch funkc\u00ed. Mimo estetickou a vizu\u00e1ln\u00ed str\u00e1nku dok\u00e1\u017eou z\u00e1zraky i v oblasti marketingu. A ti, kte\u0159\u00ed se online marketingu v\u011bnuj\u00ed, si jsou tohoto v\u00fdznamu barev dob\u0159e v\u011bdomi. Jak se vyu\u017e\u00edv\u00e1 psychologie barev v marketingu? Kterou z nich zvolit pro svoji zna\u010dku podle slu\u017eeb a produkt\u016f, kter\u00fdm se v\u011bnujete? Psychologie barev v praxi [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":3343,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1,165],"tags":[65,45,18,66],"class_list":["post-3341","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazeno","category-marketing","tag-marketing","tag-motivace","tag-navody","tag-online-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Psychologie barev v marketingu: V\u00fdznam barev?<\/title>\n<meta name=\"description\" content=\"Psychologie barev je velmi \u010dasto vyu\u017e\u00edv\u00e1na v marketingu pro podporu prodeje produkt\u016f a slu\u017eeb. 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