Incidencia de la psicología del color en el diseño de plataformas digitales para los emprendimientos riobambeños del segmento ropa

Abstract

The objective of the present research work was to determine the incidence of color psychology in online commercial clothing ventures to verify its impact and behavior on customers. Improvisation or lack of knowledge has led the managers of these businesses not to take color psychology into account in the design of their e-shops, causing a lousy categorization of the colors used by the different clothing companies. A documentary and field research was carried out where data and verified information were collected through the use of traditional analysis instruments such as questionnaires, where it was found that the aspects most influenced by the colors used in the sales platform are emotions and needs with more than 35%, followed by perceptions and personality with 34%. With technological equipment such as "eye tracking" the research was able to analyze the effects of color and the impact it has on users when they enter their favorite virtual store. Thanks to these results, after the research, an actual incidence of color psychology in the design of virtual stores was determined, regardless of the platform used, since 66.90% of a sample of 384 people with internet access in the city of Riobamba agreed that the selection of colors is an essential variable in the design of their preferred digital platform. It is concluded that through the psychology of color and its influence, entrepreneurs can develop strategies and tools that allow a better performance of their e-shops. However, due to each project’s different characteristics, it is recommended to carry out their tests to obtain better results.