Vizualna persuazija u industriji brze hrane: Utjecaj na percepciju hrane i prodaju

undergraduate thesis

• Author: Gabrijela Milićević
• Mentor: Daria Mustić (mentor)
• Committee member: Krešimir Dragčević (predsjednik povjerenstva)
• Committee member: Daria Mustić (član povjerenstva)
• Committee member: Dorotea Kovačević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2023-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Industrija brze hrane danas je neizostavni dio suvremene kulture i načina života. Konkurencija u
ovom sektoru je velika, a kako bi privukla potrošače i ostvarila konkurentske prednosti, brendovi
brze hrane oslanjaju se na različite marketinške strategije. Jedna od ključnih komponenti ovih
strategija je vizualna persuazija, koja se odnosi na sposobnost vizualnih elemenata da utječu na
ponašanje potrošača. Cilj ovog istraživanja je analizirati kako se dizajn i marketing koriste kao
sredstva za vizualno uvjeravanje u industriji brze hrane, kao i kako ovi faktori utječu na odluke
potrošača. Metodologija istraživanja uključuje analizu postojeće literature, istraživanje primjera
uspješnih potrošačkih kampanja i ispitivanje potrošača u industriji brze hrane.
Za potrebe ovog rada postavljene su 3 hipoteze kako bi se istražilo kako vizualna persuazija
utječe na percepciju i prodaju brze hrane. Postavljene hipoteze:
Hipoteza 1: Vizualna persuazija ima značajan utjecaj na prodaju i potrošnju hrane u restoranima
brze hrane.;
Hipoteza 2: Djeca su podložnija utjecaju privlačnih i zabavnih vizualnih elemenata na ambalaži
ili reklamama. ;
Hipoteza 3: Vizualna persuazija može potaknuti ljude da češće odaberu brzu hranu jer zdrava
hrana često nije jednako privlačno prikazana kao opcije manja zdrave hrane.

Abstract (english)

The fast-food industry is an integral part of modern culture and lifestyle today. Competition in
this sector is fierce, and in order to attract consumers and gain a competitive edge, fast-food
brands rely on various marketing strategies. One of the key components of these strategies is
visual persuasion, which pertains to the ability of visual elements to influence consumer
behavior. The aim of this research is to analyze how design and marketing are used as means of
visual persuasion in the fast food industry, as well as how these factors influence consumer
decisions. The research methodology includes an analysis of existing literature, the study of
successful consumer campaigns, and consumer surveys in the fast food industry.
For the purposes of this paper, three hypotheses were formulated to explore how visual
persuasion impacts the perception and sales of fast food. The hypotheses are as follows:
Hypothesis 1: Visual persuasion has a significant impact on the sales and consumption of food in
fast-food restaurants.
Hypothesis 2: Children are more susceptible to the influence of attractive and entertaining visual
elements on packaging or in advertisements.
Hypothesis 3: Visual persuasion can encourage people to choose fast food more frequently
because healthy food options are often not presented as attractively as less healthy ones.

• Keywords: vizualna persuazija; industrija brze hrane; marketing; potrošači
• Keywords (english): visual persuasion; fast food industry; marketing; consumers
• Language: croatian
• URN:NBN: urn:nbn:hr:216:241466
• Study programme: Title: Graphic technology; specializations in: Technical – technological, Design of graphic products; Course: Technical – technological; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2025-01-16 11:35:48