Uloga boja u brandiranju proizvoda

master's thesis

• Author: Josipa Sršen
• Mentor: Lidija Mandić (mentor)
• Committee member: Ante Poljičak (član povjerenstva)
• Committee member: Lidija Mandić (član povjerenstva)
• Committee member: Maja Strgar Kurečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2016-9-27, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Boja je jedan od najvažnijih elemenata marketinške komunikacije. Proizvođači nastoje svoju ambalažu obojiti tako da se razlikuje od drugih proizvoda i da na neki način hipnotizira prosječnog kupca. Prilikom lansiranja novih proizvoda, dizajneri ne biraju boje proizvoljno, već s namjerom da kupcima prenesu određenu poruku o samom proizvodu. Tijekom vremena potrošač se navikne povezivati određenu boju s danim proizvodom. Na tržište je plasiran novi čokoladni brand (marka), sa svim elementima branda koji služe njegovom identificiranju: naziv, znak, slogan, pakiranje. Pakiranje je prikazano u različitim bojama, a kao metoda istraživanja provedena je anketa. Anketa ima cilj otkriti preferiranost ispitanika prema pojedinom pakiranju, te kakva je uloga boja u brandiranju proizvodu. S obzirom na to da boje komuniciraju moramo znati što boje znače te koja su njihova pozitivna i negativna značenja, kako bi mogli pravilno komunicirati. Svaka boja ima drugačije značenje (tumačenje) i izaziva različite osjećaje i asocijacije kod ljudi. Za kraj istraživanja iznesen je zaključak o ulozi boja u stvaranju branda.

Abstract (english)

Color is one of the most important elements of marketing communication. Manufacturers are trying to paint their packaging to differentiates it from the other products and to somehow hypnotize average customer. When designers launch new products, they do not choose the color random, they choose it with the intention to convey a specified message to customers on the products itself. Over time the customer starts to connect a specific color with a given product. New chocolate brand is launched on the market, with all the elements of the brand that serve its identification: name, logo, slogan, packaging. The packaging shown in different colors and as the method of research survey was conducted. The survey aims to reveal respondents preference to the individual packaging, and what is the role of colors in color branding. Given the fact that the colors communicate we need to know what colors mean and what are their

positive and negative meaning, in order to properly communicate. Each color has a different meaning (interpretation) and causing different feelings and associations in people. At the end of this survey it is presented conclusions about the role of color in product branding.

• Keywords: brand; marketing; boje; percepcija
• Keywords (english): brand; marketing; colors; perception
• Language: croatian
• URN:NBN: urn:nbn:hr:216:020421
• 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 21:12:15