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: 2012-07-05, 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:216:759751
• 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