Redizajn ambalaže za zobenu kašu s ciljem ostvarivanja diferencijacije na tržištu

master's thesis

• Author: Domagoj Jeleč
• Mentor: Jesenka Pibernik (mentor)
• Committee member: Maja Brozović (član povjerenstva)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Jurica Dolić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2020-9-24, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Diplomski rad obuhvaća proces pozicioniranja pomoću metode diferenciranja

proizvoda na tržištu fokusirajući se na vizualni aspekt redizajna ambalaže. Cilj

je osmisliti idejno rješenje koje se poistovjećuje sa potrebama i željama

odabrane ciljane skupine (studenti) i time ostvariti diferencijaciju proizvoda

(Dobra zobena kaša) na tržištu.

Teorijski dio rada detaljno proučava segment gdje se marketing i dizajn

preklapaju. Specifično o načinu pozicioniranja proizvoda pomoću diferencijacije

fizičkim karakteristikama ambalaže. Pomoću stila i tona u vizualnoj komunikaciji

koji je usredotočen na ciljanu skupinu. Nadalje, analizirani su grafički elementi i

informacije koje su najčešće prisutne u dizajnu na ambalaži. Također, opisana

je i važnost ostvarivanja snažne vizualne hijerarhije u procesu dizajna.

Eksperimentalni dio rada sadrži istraživanje i analizu o odabranom proizvodu

kao i njegovoj konkurenciji. Kroz dubinski intervju istražena su mišljenja i

stavovi članova ciljane skupine o trenutnom dizajnu ambalaže odabranog

proizvoda i njegove konkurencije. Rezultati čitavog istraživanja temelj su izradu

novog pozicioniranja proizvoda i koncepta idejnog rješenja, odnosno redizajna.

U konačnici, prikazan je proces izrade redizajna i njegova usporedba s

trenutnim dizajnom ambalaže odabranog proizvoda.

Abstract (english)

The theme of this graduate thesis covers the process of positioning using the

method of product differentiation in the market by focusing on the visual aspect

of packaging redesign. The goal is to design a conceptual solution that identifies

with the needs and desires of the selected target audience (university students)

and thus achieve product differentiation in the market.

The theoretical part of the paper explains in detail the segment where marketing

and design overlap. Specifically about the way how the process of positioning

can differentiate the product by using physical characteristics on the packaging.

Using a style and tone in visual communication that is focused on the target

group. Furthermore, the graphic elements and information that are most often

present in the design on the packaging are also analyzed. Next, the importance

of achieving a strong visual hierarchy in the design process is described.

The experimental part of the paper contains research and analysis of the

selected product as well as its competition. Through an in-depth interview, the

opinions and attitudes of the target group members about the current packaging

design of the selected product and its competition were explored. The results of

the entire research is the basis for the development of a new product

positioning and the concept for the solution, ie redesign. Finally, the process of

making the redesign is presented, as well as its comparison with the current

packaging design of the selected product.

• Keywords: pozicioniranje; diferenciranje; ambalaža; redizajn
• Keywords (english): positioning; differentiation; packaging; redesign
• Language: croatian
• URN:NBN: urn:nbn:hr:216:248042
• 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 23:26:11