Utjecaj ambalaže na prodaju proizvoda

master's thesis

• Author: Mirna Grgić
• Mentor: Branka Lajić (mentor)
• Committee member: Suzana Pasanec Preprotić (član povjerenstva)
• Committee member: Branka Lajić (član povjerenstva)
• Committee member: Dubravko Banić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2018-2-2, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Temeljne vizualne informacije kojima je moguće manipulirati potrošačem su tekst, slika

i boja. Predmet istraţivanja u ovom diplomskom radu je medij odnosno ambalaţa

kojom se te informacije prenose. Ambalaţu promatramo kroz dva osnovna aspekta: prvi

je tehničko-konstruktivni kojim se ispunjavaju fizički zahtjevi (zaštite proizvoda,

transport, distribucija i skladištenje), a drugi je grafičko informacijski kojim se

ispunjavaju vizualni zahtjevi u smislu ukrašavanja površine, obavještavanje potrošača te

motiviranja na kupnju. Prije bilo kakvog promišljanja o mogućem obliku ambalaţe

potrebno je uzeti u obzir sam proizvod. Izazov koji se postavlja konstruktoru-dizajneru

ambalaţe je taj kako postići da kupac upravo njegov proizvod izabere izmeĎu desetak

istih proizvoda različitih proizvoĎača. Tipičan potrošač najčešće šeće prodavaonicom i

kupuje ono što mu se svidi. Pojedini proizvod zadrţava pozornost potrošača tek

nekoliko sekundi i u tom kratkom vremenu ambalaţa mu mora poslati poruku koja će

ga motivirati na kupnju. Komplicirani dizajn te kontradiktorne i dvosmislene poruke ne

mogu u tih nekoliko sekundi prenijeti poruku “kupi me“. Takve proizvode potencijalni

kupci i ne uoče a što se ne uoči to se i ne proda.

Cilj ovog rada je interpretirati ambalaţu kao dio marketinga i vrlo vaţnog elementa u

prodaji, svrha je pregledno prikazati kako ambalaţa i njen izgled utječu na prodaju

proizvoda. Istraţivanje je provedeno metodom internetskog anketnog upitnika na

području Republike Hrvatske.

Abstract (english)

The basic visual information that a consumer can be manipulated with is text, image

and colour.

The subject of research in this graduate thesis is the media or packaging that conveys

this information. We observe the packaging through two basic aspects: the first is

technical-constructive that meets the physical requirements (product protection,

transport, distribution and storage) and the other is graphical information that meets the

visual requirements in terms of surface decoration, consumer awareness and motivation

to purchase. Before considering any possible form of packaging, it is necessary to

consider the product itself. The challenge that a package designer is facing is how to get

a consumer to choose his product out of a dozen different products from different

manufacturers.

A typical consumer usually comes to the store and buys what he likes. An individual

product keeps the customer's attention for only a few seconds and in such a short time,

the packaging must send a message that will motivate the customer to buy.

The complicated design and contradictory or ambiguous messages cannot convey the

message "buy me" in these couple of seconds. Potential buyers won`t notice those kinds

of products, and what is not noticeable doesn't sell. The goal of this paper is to interpret

packaging as a part of marketing and a very important element in sales, with the

purpose to show how packaging and its appearance affects product sales. The research

was conducted, using the method of an internet questionnaire survey on the territory of

the Republic of Croatia.

• Keywords: ambalaža; grafički dizajn; potrošač; prodaja; marketing
• Keywords (english): packaging; graphic design; consumer; sales; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:216:105185
• 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 22:11:45