| Abstract | U suvremenom potrošačkom društvu, oblikovanje grafičkih proizvoda i grafičke
komunikacije predstavljaju izazov s obzirom na visoku osjetljivost ljudi na vizualne
podražaje. Pravilan izbor elemenata grafičkog proizvoda, uključujući tipografiju, stilove,
oblike i boje, često je problematičan za dizajnere. Posebno je izazovno odabrati pravu
paletu boja u grafičkom oblikovanju jer ne postoje univerzalna pravila koja bi definirala
tu odluku. Izbor boja ovisi o različitim čimbenicima poput društvenog konteksta, prirode
proizvoda i ciljne populacije.
Ova doktorska disertacija istražuje područje grafičkog oblikovanja u kontekstu percepcije
boje u Republici Hrvatskoj te su pri analizi grafičkih komunikacija uzete u obzir mentalne
slike koje pojedinac formira na temelju iskustva i doživljaja okoline. Fokus ovog
istraživanja je na općim mentalnim slikama koje su manje opterećene detaljima i
olakšavaju pamćenje. Boja igra ključnu ulogu u formiranju tih mentalnih slika,
omogućujući brzo prepoznavanje scene. Odabir boje temelji se na činjenici da boja ima
snažan utjecaj na doživljaj i pamćenje scene, te da privlači pažnju promatrača.
Grafičke komunikacije obuhvaćaju širok spektar proizvoda i usluga s kojima su pojedinci
kontinuirano izloženi te je važno pridavati pažnju upotrebi boja i njihovih kombinacija
pri oblikovanju grafičkih proizvoda. Primjeri takvih proizvoda uključuju marketinške
kampanje, propagandu, korisnička sučelja, ambalažu i druge proizvode grafičke
industrije. Odabir boja i paleta boja temelji se na prethodnim iskustvima, primjerima i
nekim pseudoznanstvenim metodama, ali nedostaje precizniji pristup temeljen na ljudskoj
percepciji boja i njezinim preferencijama, koji su također oblikovani okolinom i kulturom
pojedinca. |
| Abstract (english) | In contemporary consumer society, designing graphic products and graphic
communication pose a challenge due to people's high sensitivity to visual stimuli. The
proper selection of elements in graphic design, including typography, styles, shapes, and
colors, is often problematic for designers. Choosing the right color palette in graphic
design is particularly challenging as there are no universal rules defining this decision.
The choice of colors depends on various factors such as social context, the nature of the
product, and the target population.
This doctoral dissertation explores the field of graphic design in the context of color
perception in the Republic of Croatia. All individuals involved in graphic communication
approach design tasks as designers who combine and arrange graphic elements. It is
important to note that designers themselves are part of the population they address,
intertwining introspective processes of the designer with external processes aimed at
users or the audience.
When analyzing graphic communication, it is essential to consider the mental images
individuals form based on their experiences and perception of the environment. The focus
of this research is on general mental images that are less burdened with details and
facilitate memory. Color plays a crucial role in forming these mental images, enabling
rapid scene recognition. The choice of color is based on the fact that color has a strong
impact on scene perception and memory, attracting the attention of observers. In the
context of graphic design, using specific colors and their combinations allows designers
to effectively convey messages and symbols, reducing cognitive load for observers.
Therefore the right choice of graphic elements and colors as key information is crucial
for a viable and effective graphic communication.
Graphic communication encompasses a wide range of products and services that
individuals are continuously exposed to. Therefore, it is important to pay attention to the
intelligent use of colors and their combinations in designing graphic products. Examples
of such products include marketing campaigns, propaganda, user interfaces, packaging,
and other graphic industry products. The selection of colors and color palettes is based on
previous experiences, examples, and some pseudo-scientific methods. However, a more
precise approach based on human color perception and preferences, shaped by the
individual's environment and culture, is lacking.
As part of the confirmation of the set hypotheses, a field study was conducted in the
Republic of Croatia. The selection of participants was based on several criteria, including
geographical distribution, age, gender, educational status, and other relevant sociodemographic
variables. Given the size and diversity of the target population, a sample of
approximately 1000 participants was used to conduct this research.
The first criterion for participant selection in the study was to achieve uniformity of
participants according to regional distribution within the Republic of Croatia. This
approach ensured the representativeness of the sample and the equal distribution of
participants according to geographical characteristics. The regions were defined in a way
that reflected the geographically diverse parts of the country. Each region within the
Republic of Croatia represented a unique entity with distinct geographical, climatic,
social, and cultural characteristics, allowing for a more detailed understanding of the
impact of these factors on the perception of colors and their use in graphic
communication. This methodological approach enabled quality data collection and
analysis, taking into account regional differences that could influence the perception and
interpretation of colors in the context of graphic communication.
After forming the sample of participants, the participants were sent a series of questions
via an electronic questionnaire relating to their current residence or domicile. The purpose
of these questions was to determine the actual region the participants belong to.
Participants were given the opportunity to select the region they belong to based on
geographical criteria. In the next stage of the questionnaire, participants were asked
questions about their residence during various stages of cognitive development according
to Jean Piaget's theory. This phase of research aimed to collect data on participants that
would enable the analysis of the impact of different stages of cognitive development on
their perception of colors in the context of graphic communication.
In the final part of the questionnaire, research participants were asked about residing in a
rural or urban environment. To avoid potential bias or discomfort from directly
categorizing participants into one of these categories, the question was posed subtly,
independent of their previous preferences or prejudices.
In the next phase of the research, which forms the basis of this work, participants were
given the task of placing 24 randomly arranged colors in a 6x4 dimension matrix. Each
square represented one of the colors in the set, and participants had a certain time limit to
complete the task. In this way, the research participants formed a specific pattern of colors
composed of identical colored squares. This task was designed to assess the participants'
ability to organize and arrange colors within the matrix. The patterns formed by the
participants reflect their subjective experience of preferred color combinations. An
analysis of these patterns was conducted to determine the frequency and repetition of
certain color combinations, as well as to explore the correlations between color
preferences and arrangements within the matrix.
Following the organization and grouping of data, a statistical analysis of frequency
distribution was carried out. This method allowed for an assessment of the spread of
different responses among participants, providing a quantitative overview of the collected
data. In this context, the frequency distribution helped in understanding how often certain
color combinations or structures appeared in the samples formed by the participants. |
