Oblikovanje ambalaže primjenom metafore i njezin utjecaj na doživljaj proizvoda

master's thesis

• Author: Ana Toljanić
• Mentor: Jurica Dolić (mentor)
• Committee member: Jesenka Pibernik (predsjednik povjerenstva)
• Committee member: Jurica Dolić (član povjerenstva)
• Committee member: Josip Bota (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2022-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U ovom radu obrađuje se metafora kao sredstvo komunikacije u oblikovanju ambalaže te
njezin utjecaj na doživljaj ambalaže. Ambalaža je glavni nositelj informacija o proizvodu,
a primjenom metafore, poruke mogu biti oblikovane na kreativniji način i ostaviti jači
utisak na korisnika. Na odluku o kupnji, osim svjesno obrađenih informacija, utječu i
podsvjesni elementi, dublje značenje i emocije koje proizvodi (ambalaža) bude u nama.
Cilj implementacije metafore u dizajn ambalaže je upotpuniti korisničko iskustvo koje,
ovisno o uspješnosti metafore, može biti pozitivno i poželjno, ali i negativno i prouzročiti
odbijanje i neuspjeh. Metafora može vizualno suhoparan i nezanimljiv proizvod učiniti
privlačnijim i podignuti percepciju kvalitete proizvoda na višu razinu. Svaka vizualna ili
druga značajka proizvoda poput oblika, materijala, okusa/mirisa, interakcije i sl. može
biti polazište za implementaciju metafore utvrđivanjem njezine izvorišne i ciljne domene.
U istraživanju se obrađuju dva pristupa realizaciji metafore: na zatvorenoj ambalaži koja
isključivo grafičkim elementima prenosi metaforičku poruku i na ambalaži u kojoj je
prisutna vizualna interakcija između djelomično vidljivog proizvoda i ambalaže.
Doživljaj ambalaže ispitan je subjektivnom evaluacijom ambalaže s varijacijama tipa
metafore i ambalaže bez metafore.

Abstract (english)

This thesis describes the metaphor as a means of communication in the packaging design
and its influence on the packaging experience. Packaging is the primary carrier of
information about the product, and by applying a metaphor, messages can be shaped more
creatively and leave a stronger impression on the user. In addition to consciously
processed information, the purchase decision is also influenced by subconscious
elements, the more profound meaning and emotions the products (packaging) evoke in
us. The goal of implementing a metaphor in packaging design is to complete the user
experience, which, depending on the success of the metaphor, can be positive and
desirable but also harmful and cause rejection and failure. A metaphor can make a visually
uninteresting product more attractive and raise perception of quality of the product to a
higher level. Any visual or other feature of a product, such as a shape, material,
taste/smell, interaction, etc., can be a starting point for implementing a metaphor by
determining its source and target domains.
In the research, two approaches to the realization of the metaphor are elaborated: on
closed packaging that exclusively conveys a metaphorical message with graphic
elements, and on the packaging in which there is a visual interaction between the product
and the packaging. The packaging experience is examined by subjective evaluation of the
packaging with the variations of the type of metaphor and packaging without a metaphor.

• Keywords: metafora; ambalaža; proizvod; korisničko iskustvo; vizualna interakcija
• Keywords (english): metaphor; packaging; product; user experience; visual interaction
• Language: croatian
• URN:NBN: urn:nbn:hr:216:705148
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Design of graphic products; 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: 2024-06-17 08:46:17