Dizajn kao sredstvo vizualne komunikacije

master's thesis

• Author: Suzana Cukina Šoštar
• Mentor: Maja Brozović (mentor)
• Committee member: Ivana Žiljak-Stanimirović (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Committee member: Igor Majnarić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2013-2-26, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Mediji su razvili veliku sposobnost i moć manipuliranja porukama što može ponekad imati i negativan učinak na publiku i pridonijeti prenošenju pogrešne poruke.

Masovna proizvodnja i masovno tržište imaju za posljedicu veliki broj ponuđača istih ili sličnih proizvoda gdje se kupac u takvoj ponudi teško snalazi u odabiru i kupnji proizvoda. Stoga ciljevi vizualne komunikacije nisu samo poticanje kupovine, već stvaranje branda i prepoznavanje proizvoda i kvalitete putem marke i ambalaže.

Odgovornost i moć dizajna mnogo je veća nego što sam potrošač može shvatiti, stoga će u radu biti razrađena tema medijskog uvjeravanja putem vizualne poruke. Rad obuhvaća proučavanje vizualne poruke koju dizajn svojom namjenom prenosi, komunikaciju koja se stvara između promatrača i dizajniranog objekta kao i ulogu dizajna u marketingu, te manipulaciju putem poruke. Osnovni zadatak grafičkog oblikovanja je objediniti i uskladiti dva aspekta: oblikovanje sadržaja, odnosno oblikovanje same poruke, informacije, te oblikovanje prenosioca informacije - forme. Upravo će se istraživanjem temeljenim na analizi grafičkih proizvoda utvrditi da li pojedini grafički proizvod zadovoljava ta dva važna aspekta. Analiza će se odnositi na reklame i ambalažu, koju određeni proizvod nosi ne bi li privukao pažnju kupca da odabere baš taj proizvod.

Abstract (english)

Media have developed a great ability and power to manipulate the messages that can sometimes have a negative effect on the audience and it can contribute to the transmission of false messages.

Mass production and mass market have resulted in a large number of providers of the same or similar products, in such offer, a customer is struggling in the selection and purchase of products. Therefore, the objectives of visual communication are not just to encourage purchasing, but to create a brand and to enable product and quality recognition through brand and packaging.

Responsibility and power of the design is much more than the consumer himself can understand, so in this paper, the topic of media persuasion through visual messages will be elaborated. The paper includes the study of the visual message that design conveys by its purpose, the communication that is created between the viewer and designed object, and the role of the design in marketing and therefore manipulation via messages. The main task of the graphic design is to consolidate and harmonize two aspects: formatting of the content, formatting the message, and formatting the information carrier, the form. In the study, based on an analysis of the graphic products, will be determined if a particular graphics product has met these two important aspects. The analysis will focus on advertising products and packaging of a particular product in order to attract the customers attention in order to choose this particular product.

• Keywords: komunikacija; dizajn; poruka; brand; marketing
• Keywords (english): communication; design; message; brand; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:216:408768
• 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: 2024-04-20 23:02:45