Utjecaj vizualnog oblikovanja ambalaže organske čokolade na percepciju kupaca

master's thesis

• Author: Iva Čmelik
• Mentor: Jurica Dolić (mentor)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Jurica Dolić (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2020-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Dizajn ambalaže uključuje mnoge značajke koje daju cjelovitu sliku o proizvodu. On čini povezanost oblika, strukture, materijala, boja, slika, tipografije i regulatornih informacija s pomoćnim elementima dizajna kako bi proizvod bio prikladan za tržište. Ambalaža proizvoda ne komunicira samo kroz izgled, već kroz cjelokupno iskustvo interakcije. U tom kontekstu posebna pozornost posvećuje se organskim proizvodima. Tema ovog rada je istražiti značajke vizualnog oblikovanja ambalaže čokolade koja je dobivena organskom proizvodnjom. Organska čokolada razvila se iz trenda u uobičajeni, visoko poželjan proizvod. Povećani interes potrošača za organske proizvode otvara brojne mogućnosti konditorskoj industriji. Udio organskih proizvoda, kako od etabliranih robnih marki tako i neovisnih proizvođača, u stalnom je porastu te kupci mogu pronaći široki asortiman na policama. Komunikacijski zadatak ambalaže je dostaviti adekvatnu poruku kako bi se zadovoljile potrebe kupaca i emocionalne želje. Kako bi postigli komunikacijske ciljeve i zadatke, učinkovito optimizirali potencijal ambalaže, tvrtke i proizvođači robe široke potrošnje trebaju uzeti u obzir percepciju potrošača na ambalažu koju proizvode, te prilagoditi dizajn preferencijama potrošača. U radu se istražuje utjecaj grafičkih elemenata na percepciju organskih proizvoda kako bi se pravilno dizajnirala ambalaža proizvoda i postigao željeni položaj u svijesti potrošača.

Abstract (english)

Packaging design includes many features that give a complete picture of the product. It combines shapes, structure, materials, colors, images, typography, and regulatory information with additional design elements to make the product suitable for the market. Product packaging communicates not only through its appearance but through the entire interactive experience. In this context, special attention is paid to organic products. The topic of this thesis is to explore the characteristics of the visual design of chocolate packaging which is organically produced. Organic chocolate has evolved from a trend to a widely used and highly desirable product. The increased consumer interest in organic products opens up numerous opportunities for the confectionery industry. The share of organic products, both from established brands and from independent producers, is constantly growing and customers find a wide selection of products on the shelves. The communication task of packaging is to convey an adequate message that meets the needs and emotional desires of the customers. To achieve communication goals and objectives, to effectively optimize the potential of packaging, enterprises, and manufacturers of consumer goods should take into account consumer's perception of packaging and adapt package design to consumer preferences. This paper examines the impact of graphic elements on the perception of organic products in order to properly design the product packaging and achieve the desired position in the minds of consumers.

• Keywords: Dizajn ambalaže; vizualna percepcija; komunikacija; stav potrošača
• Keywords (english): Packaging design; visual perception; communication; consumer attitude
• Language: croatian
• URN:NBN: urn:nbn:hr:216:479743
• 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 23:31:24