Razvoj i budućnost ambalaže u cilju zaštite kupaca i proizvoda

master's thesis

• Author: Ivan Malenica
• Mentor: Nikola Mrvac (mentor)
• Committee member: Miroslav Mikota (član povjerenstva)
• Committee member: Nikola Mrvac (član povjerenstva)
• Committee member: Mile Matijević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2018-9-26, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Ambalaža služi kao sredstvo komuniciranja između konzumenta proizvoda i proizvođača.

Ambalaža, osim navedenog ima i niz uloga povezanih s očuvanjem i skladištenjem proizvoda,

kako bi se zaštitila prilikom transporta (od proizvođača do polica trgovina, odnosno do

konzumenata). Ambalaža funkcionira kao osobna identifikacija nekog proizvoda i može biti

okidač odluke o kupovini na mjestu prodaje. No najbolji, dugoročni učinci kod kupaca,

postižu se kombiniranjem osmišljenog brandiranja proizvoda, kvalitetnog dizajna ambalaže i

osmišljene promotivne priče odrađene kroz kreativan dizajn oglasa i prezentaciju putem

promotivnih servisa. Na primjer, danas se u velikoj mjeri koriste različiti servisi koje mogu

prenijeti cijeli niz poruka i informacija o proizvodima.

Pametna ambalaža štiti proizvod, omogućava prepoznavanje i pruža sigurnost, isporučuje

pametne etikete i informacije o proizvodu, daje povratnu informaciju o proizvodu i promovira

ga. Napredna ambalaža zahtijeva nov pristup koji se očituje u održivosti, ekologiji,

prijateljskom pristupu prema korisniku. No, kad se to ispuni, ambalaža postaje najveći

marketinški alat koji omogućuje upoznavanje kupca i bolje razumijevanje njegovih potreba.

Budućnost predviđa pametnu ambalažu koja će moći nadzirati hranu i prenositi informacije o

njezinoj kvaliteti. Jedna od ideja je i mijenjanje boje ovisno o tome koliko je namirnica

svježa.

Abstract (english)

The packaging serves as a means of communication between the product and manufacturer's

consumer. Packaging has a number of roles associated with the storage and storage of the

product, to protect it during transport (from manufacturer to store shelves or to consumers).

Packaging works as a personal identification of a product and may be the trigger of a

purchasing decision at the point of sale. But the best long-term customer benefits are achieved

by combining branded product bargaining, quality packaging design, and thoughtful

promotional stories through creative creative design and presentation through promotional

services. For example, today, a great deal of different services are used that can convey a

whole range of messages and product information.

Smart packaging protects your product, recognizes and provides security, delivers smart tags

and product information, provides product feedback and promotes it. Advanced packaging

requires a new approach that manifests itself in sustainability, ecology, friendly approach to

the user. But when this is done, the packaging becomes the largest marketing tool that enables

a customer to get acquainted with a better understanding of his needs.

The future predicts smart packaging that will be able to monitor food and transmit

information about its quality. One of the ideas is to change the color depending on how much

food is fresh.

• Keywords: Ambalaža; tehnologija; tržište; marketing; ekologija
• Keywords (english): Packaging; technology; market; marketing; ecology
• Language: croatian
• URN:NBN: urn:nbn:hr:216:593866
• 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: 2024-04-20 23:45:05