Dizajn ambalaže i njegov utjecaj na potrošača i plasman proizvoda

master's thesis

• Author: Vedrana Korda
• Mentor: Jesenka Pibernik (mentor)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2009-7-00, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Danas skoro da i nema proizvoda koji nema potrebu za ambalažom. Osim svoje funkcionalne

namjene, koja se odnosi na pakiranje i zaštitu proizvoda, ambalaža mora ispuniti i zadatke

koje pred nju stavlja marketing, a koji će (ako budu ispunjeni) rezultirati povećenjem

prodaje. Ti zadaci se odnose na privlačenje pozornosti kupaca prilikom procesa kupovine

i diferenciranju od mnogobrojnih konkurentskih proizvoda, a sve se to može postići

odgovarajućim dizajnom ambalaže. Ambalaža i grafička prezentacija proizvoda predstavljaju

značajne faktore u komunikaciji između proizvođača i potrošača. Ona je ta koja često puta

donosi prevagu pri kupnji proizvoda i o njoj često puta ovisi uspjeh ili neuspjeh proizvoda na

tržištu.

U diplomskom radu ambalaža je obrađena s aspekta marketinga, potrošača, dizajna, ekologije

i legislative, te su prikazani elementi koji se koriste pri dizajnu ambalaže i osnovni zahtjevi

koje proizvod i njegova ambalaža trebaju zadovoljiti s aspekta grafičkog dizajna kako bi

uspješno mogli konkurirati na tržištu.

Abstract (english)

In today’s world there isn’t almost any product without the need for packaging. Not only

does the packaging have a certain functionality pertaining to containment and protection

of the product but it also has to fulfill certain marketing demands which will, if met, result

in higher sales. These demands regard sparking consumer interest and differentiality from

other offered products, all of which can be realized with a good packaging design. Product

packaging and graphic presentation represent key factors in manufacturer-consumer

communication. Very often it is the packaging itself that helps the consumer decide which

product to buy and it is of great importance to the product’s marketing success.

In this thesis packaging has been analyzed from the aspect of marketing, the consumer,

design, ecology and the legislation and it has described elements used in packaging design

along with basic requirements that the product and its packaging must meet through graphic

design in order to achieve good product placement.

• Keywords: Dizajn ambalaže; promjena dizajna; uloga ambalaže; potrošač; plasman proizvoda
• Keywords (english): Packaging design; redesign; the role of packaging; consumer; product placement
• Language: croatian
• URN:NBN: urn:nbn:hr:216:195474
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-17 10:05:09