Valorizacija tekstualnih i slikovnih informacija na površini ambalaže

undergraduate thesis

• Author: Eni Krivičić
• Mentor: Denis Jurečić (mentor)
• Committee member: Suzana Pasanec Preprotić (predsjednik povjerenstva)
• Committee member: Denis Jurečić (član povjerenstva)
• Committee member: Davor Donevski (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Ambalaža predstavlja element koji služi za pohranu proizvoda i u kojem se obavlja
transport proizvoda do police pa zatim i do krajnjeg potrošača. Ambalaža ima veliki
značaj za marketinške aktivnosti i strategije jer dio ponašanja potrošača, odnosno njihove
odluke o kupovini, ovisi upravo i o ambalaži. Svaka ambalaža sadrži vizualne i
informativne elemente. Vizualni elementi se odnose na boju, tipografiju, fotografije i
ilustracije, te oblik i veličinu ambalaže. Informativni elementi daju potrošaču uvid u
sastav proizvoda, oznake na proizvodu i sve ono što je za njih kao potrošače važno da
znaju o proizvodu kojeg kupuju. Ambalaža je značajna za svako poduzeće zato što s
vizualno privlačnom i ispravno napravljenom ambalažom može poslati i jaču poruku.
Važna je i za potrošače zato što im omogućava prvo upoznavanje s proizvodom i
predstavlja tu barijeru koju potrošač mora prijeći do upotrebe proizvoda. Cilj rada je
objasniti na koji način ambalaža utječe na potrošače i što sve iz ambalaže mogu saznati.
U radu će se objasniti pojmovi poput karakteristika ambalaže, funkcija i zadataka
ambalaže, vizualnih i informativnih elemenata ambalaže i komunikacije putem ambalaže.
Na kraju će biti predstavljeni i rezultati istraživanja o tome kakav utjecaj ambalaža ima
na donošenje odluke o kupovini.

Abstract (english)

The packaging is an element that serves to store the product and in which the product is
transported to the shelf and then to the end consumer. Packaging is of great importance
for marketing activities and strategies, because part of the consumer's behavior, i.e. their
purchase decision, depends on the packaging. Each packaging contains visual and
informative elements. Visual elements refer to color, typography, photos and illustrations,
and the shape and size of the packaging. Informative elements give the consumer an
insight into the composition of the product, the markings on the product and everything
that is important for them as consumers to know about the product they are buying.
Packaging is important for every company because it can send a stronger message with
visually attractive and properly made packaging. It is also important for consumers
because it enables them to get to know the product for the first time and represents the
barrier that the consumer must cross before using the product. The aim of the work is to
explain how packaging affects consumers and what they can learn from packaging. The
paper will explain concepts such as characteristics of packaging, functions and tasks of
packaging, visual and informative elements of packaging and communication through
packaging. At the end, the results of the research on the influence of packaging on making
a purchase decision will be presented.

• Keywords: ambalaža; karakteristike ambalaže; elementi ambalaže
• Keywords (english): packaging; characteristics of packaging; elements of packaging
• Language: croatian
• URN:NBN: urn:nbn:hr:216:078848
• 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: 2025-01-22 09:56:33