Reklamna fotografija i fotografija ambalaže

master's thesis

• Author: Ana Fuček
• Mentor: Miroslav Mikota (mentor)
• Committee member: Nina Knešaurek (član povjerenstva)
• Committee member: Miroslav Mikota (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2014-9-23, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Ambalaža je najbitniji čimbenik vizualnog identiteta nekog proizvoda. Njena uloga je zaštita proizvoda, ali i promoviranje i privlačenje kupaca, pa zbog toga ona mora biti kvalitetno i inovativno dizajnirana kako bi uspjela prenijeti željenu poruku. Ona prezentira potrošačima kvalitete i prednosti samog proizvoda nad konkurencijom. Na tržištu postoji sve više novih proizvoda i upravo je ambalaža čimbenik koji velikim dijelom utječe na odabir između dva nepoznata proizvoda. Veoma je bitan izbor materijala i boja od kojih je ambalaža sačinjena, a još je

bitnije na adekvatan način prezentirati proizvod kupcu, jer reklama i ambalaža su te koje mogu prodati loš, odnosno uništiti dobar proizvod. Fotografija ima veliku ulogu u prikazu željenih vrijednosti proizvoda i emocija

koje sam proizvod izaziva kod potrošača prilikom kupnje. Fotografijom se može prikazati kako će se korisnik osjećati i što će postati konzumirajući proizvod te je ona bitan faktor ambalaže, ali i reklame proizvoda. Reklamni plakati su sveprisutni u današnjem svijetu te se potrebno istaknuti u gomili plakata u čemu je kvalitetno osmišljena i kreativna fotografija ključna za uspjeh.

Abstract (english)

The packaging is the most important part of the visual identity of a product. Its role is to protect the product, but also to promote and attract customers, and therefore it must be of high quality and innovatively designed to be able to deliver the desired message. It shows consumers the quality and advantages of the product over similar competitive products. On the market there are more

and more new products every day and the packaging is a huge factor that influences the customer choice between two unknown products. The choice of materials and colors for the packaging itself is very important, and it's even more important to adequately represent the product to the customer as advertising and packaging can sell a bad product or destroy a good one. Photographs play a major role in the presentation of the desired value of a product and the emotions that the product evokes in consumers during its

purchase. A photograph can show how the customers will feel while consuming the product and it is an important factor in packaging and advertising the product. Billboards are ubiquitous in today's world and well designed and creative photographs are the key to help companies stand out in the crowd and the key to success.

• Keywords: ambalaža; reklama; fotografija
• Keywords (english): packaging; advertising; photography
• Language: croatian
• URN:NBN: urn:nbn:hr:216:523628
• 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: Open access
• Created on: 2024-04-18 20:13:25