Statistička analiza utjecaja boje ambalaže na izbor vina

master's thesis

• Author: Dino Prpić
• Mentor: Ivan Budimir (mentor)
• Committee member: Mile Matijević (predsjednik povjerenstva)
• Committee member: Ivan Budimir (član povjerenstva)
• Committee member: Katarina Itrić Ivanda (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Svaki čovjek je individua za sebe pa tako boja različito djeluje na ljudske emocije, ponašanje
i raspoloženje. Boje djeluju na podsvijest promatrača te kao takve privlače pažnju i izazivaju
efekt kod promatrača, pa tako i potencijalnih kupaca vina. Zbog širenja tržišta unutar granica
Europske Unije, ali i izvan nje, porasla je i konkurencija među proizvođačima i distributerima
vina. Poznato je da danas nije bitna samo kvaliteta vina, nego i prezentacija koja se između
ostalog ostvaruje putem pravilno osmišljenog dizajna ambalaže. Pritom boja ambalaže ima
ključnu ulogu jer se upravo preko ambalaže ostvaruje prvi kontakt kupca sa vinskim
proizvodima. Odabir boje kao izuzetno moćnog alata postići će se željeni efekt kod kupca.
Psihologija boja je grana psihologije koja ima zadatak proučiti reakciju i emociju određenog
promatrača koju kod njega izazivaju različite boje. Pravilan izbor boja na ambalaži vina
danas se koristi kao faktor prevage u reklamama za vino, marketingu i prodaji vina u
trgovinama i na sajmovima. Diplomski rad ima zadatak ispitati utjecaj boja na ambalaži vina
na prodaju vina putem ankete s pitanjima u kojima će se koristiti Likertova skala. Pritom će
biti napravljen kraći pregled statističkih metoda koje se koriste u te svrhu analize podataka i
testiranja postavljenih hipoteza. Na koncu će podaci dobiveni anketom biti statistički
analizirani i protumačeni, te će biti prezentirani rezultati statističkih testova za testiranje
hipoteza.

Abstract (english)

Each person is an individual in his own right, so color has a different effect on human
emotions, behavior and mood. Colors act on the subconscious of the observer and as such
attract attention and cause an effect on the observer, including potential buyers of wine. Due
to the expansion of the market within the borders of the European Union, but also outside it,
the competition among wine producers and distributors grew. It is known that today it is not
only the quality of the wine that is important, but also the presentation, which is achieved,
among other things, through a properly designed packaging design. At the same time, the
color of the packaging plays a key role, because it is through the packaging that the
customer's first contact with wine products is made. Choosing color as an extremely powerful
tool will achieve the desired effect with the customer. Color psychology is a branch of
psychology that has the task of studying the reaction and emotion of a certain observer that
evokes different colors in him. The correct choice of colors on wine packaging is used today
as a factor of predominance in wine advertisements, marketing and sales of wine in stores
and at fairs. The thesis has the task of examining the influence of colors on wine packaging
on wine sales through a survey with questions in which a Likert scale will be used. At the
same time, a brief overview of the statistical methods used for this purpose of data analysis
and testing of hypotheses will be made. At the end, the data obtained from the survey will be
statistically analyzed and interpreted, and the results of statistical tests for hypothesis testing
will be presented.

• Keywords: Psihologija boja; Ambalaža; Vino; Etiketa
• Keywords (english): Color psychology; Packaging; Wine; Label
• Language: croatian
• URN:NBN: urn:nbn:hr:216:169862
• 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: 2024-09-30 08:37:18