Odabir boja i materijala prilikom oblikovanja vizualnog identiteta OPG proizvoda

master's thesis

• Author: Martina Štrkalj
• Mentor: Jesenka Pibernik (mentor)
• Committee member: Igor Majnarić (član povjerenstva)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Branka Lozo (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2014-9-24, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Vizulani identitet proizvoda ima značajnu ulogu u formiranju brenda kao i njegovom pozicioniranju na tržištu. Živimo u vremenu potrošačkog društva gdje se svakim danom na tržištu pojavljuje sve više i više proizvoda. Konkurencija tržišta je sve samo ne mala, te da bi proizvod došao do izražaja među konkurencijom on mora imati dodatnu vrijednost po kojem se razlikuje od već ponuđenog. Ulaskom Hrvatske u Europsku uniju i prilagođavanjem njezinim zahtjevima i zakonima, formirala su se takozvana Obiteljska poljoprivredna gospodarstva (OPG) koja tržištu nude domaće proizvode koji su više-manje prirodno uzgojeni i ekološki prihvatljivi. U vrlo kratkom vremenu osnovala su se različita obiteljska poljoprivredna gospodarstva koja asortimanom pokušavaju promovirati domaću proizvodnju, domaću kvalitetu i prirodan uzgoj. Obzirom na brojnost OPG-ova, ali i sve većom potražnjom za domaćim i ekološkim proizvodima, konkurencija obiteljskih gospodarstava raste iz dana u dan. Mnoga obiteljska poljoprivredna gospodarstva ne ulažu mnogo u svoju ambalažu i promociju proizvoda. Ovim radom i istraživanjem će se u konačnici oblikovati vizualni identiteti proizvoda ove vrste kako bi se ukazalo da kvalitetan proizvod ne čini sam sastav proizvoda već i način komuniciranja s potrošačima. Praktični dio rada – rješenje vizualnog identiteta, imati će za zadatak komunicirati kao domaći i eko uzgojen artikl koji se svojim grafičkim rješenjem izdvaja od drugih OPG proizvoda.

Abstract (english)

Visual identity of a product makes a significant role in the formation of a brand and its positioning on the market. We live in a time of consumer society where every day more and more products appear on the market. Market competition is anything but small, and for the product to be noted among the competition it must have an added value which differentiates them from the already offered.

Croatia´s accession to the European Union and it´s adaptation to the requirements of the law, formed the so-called Family Farm Business (FFB), which offers local products that are more or less naturally grown and environmentally friendly. In a very short period of time, there have been established several of different Family Farms Businesses that are trying to promote domestic production, domestic quality and natural farming. Given the abundance of Family farm businesses, and the growth of the demand for local and organic products, the competition of Family Farm Businesses is increasing day by day. Many family farms do not invest much in their packaging and product promotion. This paper and the research will ultimately shape the visual identity of such products to indicate that the quality of a product is not only responsible for its success but its way of communicating with the consumers. The practical part of the work - visual identity, will have the task to communicate as domestic and eco-grown product which will apart from other farm products thanks to its graphic solution.

• Keywords: OPG proizvodi; vizualni identitet; boja i materijali; vrijednost proizvoda
• Keywords (english): Family Farm Business; visual identity; colors and materials; product value
• Language: croatian
• URN:NBN: urn:nbn:hr:216:041937
• 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 20:29:49