Utjecaj tržišta na razvoj ambalaže za pakiranje svježeg voća i povrća

master's thesis

• Author: Hrvoje Marković
• Mentor: Branka Lajić (mentor)
• Committee member: Denis Jurečić (član povjerenstva)
• Committee member: Branka Lajić (član povjerenstva)
• Committee member: Suzana Pasanec Preprotić (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

Temeljne vizualne informacije kojima je moguće manipulirati potrošačem su tekst, slika i boja. Predmet istraživanja u ovom diplomskom radu je medij odnosno ambalaža kojom se te informacije prenose. Ambalažu promatramo kroz dva osnovna aspekta: prvi je tehničko-konstruktivni kojim se ispunjavaju fizički zahtjevi (zaštite proizvoda, transport, distribucija i skladištenje), a drugi je grafičko-informacijski kojim se ispunjavaju vizualni zahtjevi u smislu ukrašavanje površine, obavještavanje potrošača te motiviranja na kupnju. Prije bilo kakvog promišljanja o mogućem obliku ambalaže potrebno je uzeti u obzir sam proizvod. Izazov koji se postavlja konstruktoru-dizajneru ambalaže je taj kako postići da kupac upravo njegov proizvod izabere između desetak istih proizvoda različitih proizvođača. Tipičan potrošač najčešće šeće prodavaonicom i kupuje ono što mu se svidi. Pojedini proizvod zadržava pozornost potrošača tek nekoliko sekundi i u tom kratkom vremenu ambalaža mu mora poslati poruku koja će ga motivirati na kupnju. Komplicirani dizajn te kontradiktorne i dvosmislene poruke ne mogu u tih nekoliko sekundi prenijeti poruku „kupi me“. Takve proizvode potencijalni kupci i ne uoče a što se ne uoči to se i ne proda.

Abstract (english)

The basic visual information that can be used to manipulate by the consumer is text, image and color. The subject of research in this thesis is the medium of packaging through which this information is transmitted. We look at packaging with two basic aspects: the first is technical-constructive which meets the physical requirements (product protection, transport, distribution and storage), and the second is graphic-informational which meets the visual requirements in terms of surface decoration, consumer information and motivation to buy. Before considering any possible form of packaging, the product itself should be considered. The challenge posed to the packaging designer is how to get the customer to choose his product from a dozen of the same products from different manufacturers. The typical consumer most often walks around the store and buys what he likes. An individual product holds the consumer's attention for only a few seconds and in that short time the packaging must send him a message that will motivate him to buy. The complicated design and contradictory and ambiguous messages cannot convey the "buy me" message in those few seconds. Such products are not noticed by potential buyers, and what is not noticed is not sold.

• Keywords: ambalaža; elementi ambalaže; dizajn; tržište; voće; povrće; razvoj
• Keywords (english): packaging; packaging elements; design; market; fruits; vegetables; development
• Language: croatian
• URN:NBN: urn:nbn:hr:216:408284
• 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: 2024-04-21 10:22:58