Uloga dizajna u percepciji poslovnog imidža i branda

master's thesis

• Author: Katarina Dijaković
• Mentor: Mario Plenković (mentor)
• Committee member: Ana Nemec (član povjerenstva)
• Committee member: Mario Plenković (član povjerenstva)
• Committee member: Damir Modrić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2012-9-12, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Primjenom dobrog dizajna pomaže se tvrtkama razviti nove proizvode i usluge koje

odgovaraju promjenama u ponašanju potrošača. Dizajn se često promatra kao novi

proizvod, no to je usko gledište i ne prikazuje dobrobiti ulaganja u njega. On se može

koristiti kao poslovni alat koji efektivno poboljšava marketinške napore i ulaganja te

povezuje dizajn i poslovanje. Izgradnja branda je primarno vizualni izazov jer je upravo

to vrlo korišten jezik svijeta u kojem živimo. U eksperimentalnom dijelu rada je

korištena tehnologija za praćenje pokreta oka (eyetracking) kako bi se utvrdila promjena

pažnje na specifičnim područjima. Istraživanjem je promatran utjecaj stupnja

strukturaliziranosti logo dizajna, uspješnost branda sa vizualnom konzistentnošću te

razvoj branda i njegovog logo dizajna kroz faze znaka, medija i sredstva. Rezultati

jasno pokazuju promjene u percepciji promatranih vizualnih identiteta unutar plakata.

Abstract (english)

By applying quality design, it can help develop new products and services that

correspond to the changes in consumer behavior. Design is often perceived as a new

product but that is a narrow point of view which doesn't show the benefits of investing

in it. It is used as a business tool that effectively improves the marketing–based efforts

and investments. Building a brand is primarily a visual challenge because it is a very

used language of the world we live in. The experimental part of this paper is based on

eyetracking technology to determine a shift in the spectators attention on specific areas.

The research is used to observe the influence of the level of structuralization in logo

design, success of brands with visual consistency, as well as developement of a brand

and its logo design through the stages of it being a mark, a message and a means. The

results clearly indicate a change in the perception of observed visual identities within

posters.

• Keywords: Redizajn; poslovni imidž; brand; logo
• Keywords (english): Redesign; business image; brand; logo
• Language: croatian
• URN:NBN: urn:nbn:hr:216:088118
• 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 19:53:52