Dizajn i redizajn ambalaže u službi promicanja branda

master's thesis

• Author: Mihaela Ćuk
• Mentor: Maja Brozović (mentor)
• Committee member: Maja Strgar Kurečić (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Committee member: Ivana Žiljak-Stanimirović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2012-7-5, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U suvremenom društvu u kojem živimo okruženi smo mnoštvom proizvoda

kojima je jedini cilj pronaći svoj put do potrošača. Oblikovanje ambalaže ima

presudan utjecaj na konačan izgled ambalaže. Dizajn, kao kreativni proces,

treba ponuditi jasna i funkcionalna rješenja za sve faze izrade ambalaže.

Proizvod treba postati znak raspoznavanja i stvaranja razlike od sličnih

konkurentskih proizvoda na tržištu. Ambalaža i grafička prezentacija proizvoda

predstavljaju značajne faktore u komunikacijskom procesu između proizvođača

i potrošača. Ambalaža mora biti privlačna, praktična za rukovanje, prikladne

veličine itd. Dizajn ambalaže predstavlja sastavni dio marketinga i doprinosi

uspješnom plasmanu proizvoda na tržištu. Iza svakog uspješnog branda stoji

kvalitetan proizvod. Proizvod koji donosi neku prednost potrošaču u odnosu na

konkurenciju, proizvod osmišljen da pobudi njegove želje i potrebe. Postoji šest

faza životnog ciklusa proizvoda: stvaranje ideje o proizvodu, razvoj proizvoda,

uvođenje na tržište, rast proizvoda, zrelost te starenje i odumiranje proizvoda.

Nakon šeste faze dolazi do smrtnosti proizvoda, te je potreban redizajn

ambalaže kako bi on ostao zanimljiv potrošaču. Za predmet istraživanja, u

praktičnom djelu diplomskog rada, izabran je jedan od najdugovječnijih

hrvatskih brandova – Cedevita. Istraživanjem fokus grupe i metodom ankete

moguće je dobiti odgovor na pitanja što i kako dizajn ambalaže govori o

proizvodu, koliki značaj ima izgled ambalaže na potrošača i tržišnu poziciju

proizvoda.

Abstract (english)

In modern society that we live in, we are surrounded by a multitude of products

whose only objective is to find their way to a consumer. The packaging design

has a crucial impact on the appearance of packaging. Design as a creative

process, should offer a clear and functional solutions for all phases of

packaging. The product should be a sign of recognition and making a difference

from similar competitive products on the market. The packaging and the

graphical presentation of a product are significant factors in a process of

manufacturer-to-consumer communication. The packaging has to be attractive,

easy to handle, of appropriate size etc. The design of packaging represents a

vital part of marketing strategy and it contributes to the successful placement of

a product on the market. Behind every successful brand is a quality product. A

product that has a competitive advantage over other similar products, a product

designed to arouse customer's needs and expectations. There are six stages to

the product life cycle: product creation ideas, product development, market

introduction, product growth, maturity and saturation and decline stage. After

the sixth stage product require a redesign of the packaging so that it remains

interesting to the consumers. In this graduate paper for a research subject was

elected an established Croatian brand of instant vitamin drinks – Cedevita. Both

focus groups and survey research strategies were used to get answers to

questions such as: how packaging design influences consumer perceptions and

purchasing decisions or what is the importance of packaging in marketing?

• Keywords: dizajn ambalaže; redizajn; proizvod; brand
• Keywords (english): packaging design; redesign; product; brand
• Language: croatian
• URN:NBN: urn:nbn:hr:216:020912
• 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: 2024-04-18 18:21:41