O impacto da psicologia das cores na construção da identidade visual de academias de Muay Thai em Natal-RN

Abstract

This study aims to analyze how colors are used in the visual identity of the Team Silva Muay Thai gym in Natal, Rio Grande do Norte, and how they influence students' perceptions. The research is based on the understanding that colors play a strategic role in building an image and strengthening brands, especially in the sports segment, where symbolic, emotional, and cultural aspects are fundamental. The study is based on the works of Eva Heller (2013) and Luciana Martha Silveira (2015), who offer theoretical foundations for color psychology and color theory. The methodology adopted was exploratory, with a quantitative and qualitative approach, using a questionnaire administered to students at the Team Silva gym as the research object, in addition to an interview with the owner to deepen the analysis of the visual identity. The results indicated that the gym's predominant color palette, composed of black and white, is perceived by the public as representative of the values of Muay Thai, such as strength, discipline, and tradition. As a contribution, this work proposed strategic guidelines and practical guidance that can be considered in a possible renovation process, aiming to further improve the brand's visual communication, maintaining its essence, its cultural values and strengthening its positioning in the local market.