Utjecaj Ilustracije ambalaže toplog napitka na percepciju proizvoda

master's thesis

• Author: Marina Tadić
• 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: 2023-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Ilustracija ima zadaću objašnjavanja, vizualnog predstavljanja i dekoriranja, no sam je
doseg njezinog utjecaja iznimno velik. Osobito je značajan utjecaj ilustracije u dizajnu
ambalaže s ciljem izdvajanja proizvoda i stvaranja pozitivne percepcije o proizvodu.
Prednost korištenja ilustracije u dizajnu ambalaže je njezina sposobnost naracije,
izražavanja kompleksnijih emocija, ali i stvaranje osjećaja ekskluzivnosti, kvalitete i
jedinstvenosti proizvoda. Ilustracijom se mogu prijeći granice realizma i izgraditi novi
svijet u kojem se može predstaviti određeni proizvod, ali i brend. Kod dizajniranja
ambalaže proizvoda jedan od najvažnijih zadataka je odrediti najpogodniji vizualni stil
kojim će se uspješno prenijeti vrijednosti i priča brenda, ali i zaokupiti pažnja
potencijalnog kupca. U ovom radu kao primjer na kojem će se voditi istraživanje
utjecaja ilustracije kao primarnog vizualnog elementa ambalaže na percepciju i
izdvojivost proizvoda odabrana je kategorija proizvoda toplih napitaka, točnije kave.
Rezultati istraživanja pokazali su da unatoč tome što je korištenje fotografije na
ambalaži bolje prihvaćeno nego korištenje ilustracije, ilustracija ima veliki utjecaj na
percepciju proizvoda. Ovisno o stilu ilustracije i njezinoj prikladnosti, percepcija o
proizvodu se mijenjala, kao i ovisno o motivima korištenim za prikaz samog proizvoda
kave, upućujući na važnost njihovog načina korištenja u dizajnu ambalaže.

Abstract (english)

Illustration serves as a tool of explanation, visual representation and decoration, but its
impact expands far beyond it. The effect of illustration is particulary important within
the packaging design, with its goal being to accentuate and distinguish the product
along with creating positive perceptions of it. The advantage of using illustration in
packaging design lies in its ability to narrate and express complex emotions, whilst
evoking a sense of exclusivity, quality and uniqueness of the product. We can use
illustration to transcend the boundaries of realism and construct a new world to
represent a specific product and brand. The packaging design's one of the primary tasks
is to determine the most suitable visual style which will effectively communicate the
brand's story and quality, while also capturing the attention of a potential costumer. The
example chosen in this study, for exploring the impact of illustration as the primary
visual element in product design, affecting its perception and differentiation, is the hot
beverage products category; coffee specifically. In this study, the category of hot
beverages, specifically coffee, was chosen as an example for researching the impact of
illustration as the primary visual element on the packaging's perception and product
distinctiveness. The research results indicated that despite the fact that using
photographs on packaging is better accepted than using illustrations, illustrations have a
significant influence on product perception. Depending on the style of illustration and
its appropriateness, the perception of the product varied, as did the choice of motifs
used to depict the coffee product itself, highlighting the importance of their usage in
packaging design.

• Keywords: ilustracija; uloge ilustracije; percepcija proizvoda; brend; pakiranje; dizajn pakiranja; proizvod toplog napitka
• Keywords (english): illustration; roles of illustration; product perception; brand; packaging; package design; hot beverage product
• Language: croatian
• URN:NBN: urn:nbn:hr:216:163280
• 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: 2025-01-15 11:17:15