Vizualni identitet u kontekstu odabranog tržišta

master's thesis

• Author: Ivan Goran Žunar
• Mentor: Jesenka Pibernik (mentor)
• Committee member: Maja Brozović (član povjerenstva)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Diana Milčić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2014-9-25, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Diplomski rad bavi se vizualnim identitetom proizvoda kroz identitet robne marke, ambalaže i promocije proizvoda u konačnici u kontekstu specifičnosti odabranog

tržišta i ciljane skupine. Svrha mu je istraživanje osobnog projekta nastalog u sklopu kolegija Dizajn odabranog grafičkog proizvoda na Grafičkom fakultetu Sveučilišta u

Zagrebu – dizajna robne marke premium proizvoda kućnih i uredskih žarulja Aha, njenih triju ambalaža i promocije vizualnog identiteta da bi se saznalo kako bi se Aha

robna marka proizvoda ponašala na policama tržišta za koje nije dizajnirana u odnosu na tržište za koje jest dizajnirana, odnosno koji su potencijalni problemi dizajna kojima bi se valjalo posvetiti prije plasmana vizualnog identiteta na novo tržište. Istraživanje se vrši na hrvatskom tržištu i na odabranom španjolskom tržištu, na ciljanoj skupini visokoobrazovanih muškaraca od 25 do 50 godina. Teorijski su analizirana oba tržišta i

njihov dizajn u društveno-gospodarskom kontekstu, a eksperimentalno je izvršeno opservacijsko istraživanje dizajna robnih marki i ambalaža u spomenutoj kategoriji

žarulja na relevantnim svjetskim web portalima dizajna ambalaže i u njihovim distribucijskim kanalima na oba tržišta. Osim toga, izvršeno je anketiranje i

intervjuiranje ciljane skupine na hrvatskom i španjolskom tržištu s ciljem da se otkrije kakvi su vizualni kodovi na pojedinom tržištu, kako ciljana skupina s pojedinog tržišta

interpretira poruke i koje su im želje, potrebe, navike i vrijednosti.

Abstract (english)

Master thesis deals with the visual identity of a product through its brand identity, packaging and product promotions in the context of specifics of the selected

market and target group. Its purpose is to explore a personal project created as a part of the course „Design of the selected graphic product“, at Faculty of Graphic Arts,

University of Zagreb – design of a premium brand of home and office light-bulbs Aha, three of its packagings and promotion of the brand. The purpose of thesis is to explore

how will Aha brand act on the shelves of the market for which it is not designed in comparison with the market for which it is designed. The purpose is to find out which

are potential problems of design which would be necessary to solve prior to the placement of brand on the new market. Research is conducted at the Croatian market

and selected Spanish market, and on the target group of highly educated men from 25 to 50 years of age. It is conducted theoretical analysis of both markets and their design in socio-economic context, and observational study of brand and packaging designs in mentioned category of light-bulbs, on relevant global web portals of packaging design

and in their distribution channels of both markets. In addition, it is conducted survey and interview among target group form Croatia and from Spain in order to discover

which are visual codes in each market, how target group on each market interprets brand messages and which are wishes, needs, habits and values of a target group on

each market.

• Keywords: vizualni identitet proizvoda; dizajn ambalaže; tržište; ciljana skupina
• Keywords (english): visual identity of a product; packaging design; market; target group
• Language: croatian
• URN:NBN: urn:nbn:hr:216:735204
• 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 20:29:31