Zastupljenost boja u vizualnom identitetu

undergraduate thesis

• Author: Dario Oreč
• 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: 2019-9-20, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U radu se objašnjava zastupljenost boja u vizualnom identitetu kod

stvaranja vizualnog identiteta proizvoda ili usluge. Definiran je pojam boje, razvoj

boja kroz povijest, te podjela boja. Prikazana je percepcija boja, te psihološki

utjecaj pojedinih boja na promatrača čiji uzrok može biti različita kultura, vjera,

zemljopisni položaj i slično. Kroz povijest, uz svaku boju se veže asocijacija i

simbolika, a kako bi se napravila analiza svake pojedine boje opisana su najčešća

značenja i asocijacije pojedine boje. Unatoč tome što se često zanemaruju upravo

boje imaju veliki utjecaj kod kreiranja vizualnog identiteta, te je pravilan odabir boja

i međusobna usklađenost boja od iznimne važnosti. Osim što je u prvom planu

napraviti proizvod ili marku dobro uočljivom, bitno je i povećati prodaju i izdvojiti se

iz mase.

Abstract (english)

This paper explains the representation of colors in visual identity when creating a

visual identity of a product or service. The concept of color, the development of

colors through history and the colors classification are defined. The perception of

color and the psychological influence of individual colors on the observer is shown,

the cause of which can be different cultures, beliefs, geographical positions and

similar. Throughout history, every color had an association and symbolism, and in

order to make an analysis of each color, the most common meanings and

associations of a particular color are described here. Despite the fact that they are

often ignored, colors have a great impact in creating visual identity, and the proper

color selection and color matching are of utmost importance. In addition to making

the product or brand very noticeable, it is also important to increase sales and

stand out from the mass.

• Keywords: vizualni identitet; boje; psihologija boja; oglašavanje; ambalaža; marketing
• Keywords (english): visual identity; colors; color psychology; advertising; packaging; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:216:941264
• Study programme: Title: Printing technology, course Technical - technological; Course: Graphic technology; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-16 15:45:23