ABSTRACT

Colours play an important role in people's lives in all aspects. It is impossible to imagine a world without this visual perception, which is capable of influencing decisions and arousing emotions simply by being perceived. Despite being a physiological event (visualising an image, a colour), this act provides the awakening of sensibility that is subjective and depends on the context to which each individual belongs to. The purpose of this study is to present a descriptive and qualitative analysis of the use of colours in tourism advertisements in the Northeast Region, as well as how this use impacts image perception and individual choices in these advertising campaigns. Advertising cards from Tourism agencies were collected, and a careful analysis of all signs that comprise the image and text was performed, to elucidate points of convergence between these constructions in the light of the colour theory proposed by Goethe and the psychological analysis of colours. The results of this study support the hypothesis that colours play a key role in the target audience’s choice of travel destinations and influence perception based on the sensations that each one evokes in the individual.