Utjecaj boja i fotografije na psihologiju potrošača

master's thesis

• Author: Branimir Buljan
• Mentor: Miroslav Mikota (mentor)
• Committee member: Krešimir Dragčević (član povjerenstva)
• Committee member: Miroslav Mikota (član povjerenstva)
• Committee member: Denis Jurečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2021-7-16, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Bojom nazivamo reakciju fotoosjetljivih čunjića u našem oku na vanjski podražaj u obliku

svjetlosne zrake. Ulaskom u oko zraka se lomi kao u prizmi i raspršuje u spektar. Suvremeni

istraživači iz brojnih društvenih znanosti bave se proučavanjem djelovanja boja na ljude u

različitim okolnostima. Različite boje različito djeluju na čovjekove emocije te se u različitim

ljudskim djelatnostima ljudska okruženja bojaju s namjerom manipuliranja ljudskim

osjećajima. To mogu biti zeleni zidovi u zdravstvenim ustanovama koji na pacijente djeluju

umirujuće, to mogu biti raznobojne naprave u dječjim parkovima koje razbuđuju i potiču

djecu na aktivnost i igru. Postoji mnogo dokaza i istraživanja o djelovanju boja na čovjeka i o

specifičnome djelovanju svake boje. Fotografija označava dobivanja trajne slike objekta

djelovanjem elektromagnetskoga zračenja (najčešće svjetlosti, tj. vidljivog dijela spektra) na

fotoosjetljivu podlogu. Gotovo svaka djelatnost koristi se marketingom za promociju svojih

proizvoda potrošačima, a temelj oglašavanja, između ostaloga, čini i fotografija. Oglasi u

svakome obliku namijenjeni su oblikovanju ponašanja potrošača. Ovaj rad proučava

djelovanje boja i fotografija u oglasima i sličnim marketinškim aktivnostima na psihologiju

potrošača.

Abstract (english)

Color is the reaction of the photosensitive cones in our eye to an external stimulus in the form

of a light beam. While entering the eye, beam is refracted as in a prism and scattered into the

spectrum. Contemporary social science researchers are concerned with studying the effects of

colors on people in different circumstances. Different colors have different effects on human

emotions, and in different human activities, human environments are colored with the

intention of manipulating human feelings. These can be green walls in healthcare facilities

that have a calming effect on patients, they can be colorful devices in children's parks that

motivate and encourage children to be active and play. There is plenty of evidence and

researches on the effects of colors on humans and on the specific effects of each color.

Photography means obtaining a permanent image of an object by the action of

electromagnetic radiation (usually light, i. e. the visible part of the spectrum) on a

photosensitive surface. Almost every business uses marketing to promote its products to

consumers, and the basis of advertising, among other things, is photography. Ads in any form

are intended to shape consumer behavior. This paper studies the effect of colors and

photographs in advertisements and similar marketing activities on consumer psychology.

• Keywords: boje; fotografija; psihologija; asocijacija
• Keywords (english): colors; photography; psychology; association
• Language: croatian
• URN:NBN: urn:nbn:hr:216:133308
• 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 23:41:51