Kvalitativni karakter doživljaja boje logotipa

undergraduate thesis

• Author: Martina Novosel
• Mentor: Mile Matijević (mentor)
• Committee member: Nikola Mrvac (član povjerenstva)
• Committee member: Mile Matijević (član povjerenstva)
• Committee member: Miroslav Mikota (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2016-9-20, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Logotip je ikonični grafički znak koji označava proizvod, poduzeće ili ideju, a uloga mu je trenutno prepoznavanje proizvoda pri čemu boje imaju vrlo značajnu ulogu jer izravno utječu na raspoloženje i ugođaj. Logotip nije samo ikonični znak, već u grafici predstavlja poveznicu između potrošača i brenda kojeg predstavlja. Kroz rad se obrađuje utjecaj vizualnog identiteta proizvoda, njegove boje, to jest same tvrtke na potrošača. Za potrebe rada provelo se ispitivanje u obliku ankete u kojem su promijenjene boje postojećim logotipovima, te su ispitane reakcije sudionika u anketi. Pretpostavka je da će logotip ostati prepoznatljiv no potrošači se s vremenom naviknu na određeni vizualni identitet te teško prihvaćaju nešto novo. Isto tako, originalna boja logotipa je tu s nekim razlogom, što se želi i dokazati, radi uočljivosti, prepoznatljivosti, te radi bolje prodaje, odnosno utjecaja na potrošača.

Abstract (english)

Logotipe is a iconic graphic sign that determines product sign that determines product, company or idea. It's role is instant recognition of a product. Logotype colors have to be recognizable because they have major influence on mood and atmosphere. It is not only iconicaly sign but it represents conection between the consumers and brand logotype represents. This work is based on the influence of visual identity of the product, its color and company itself on consumers. For the need of this work a questionnaire is implemented where colors are changed to the existing logotipes and reactions of viewers are examed. Assumption is that the logotype will stay recognizable, but consumers get used to determined visual identity and adaptation to something new are difficult to accept. Also, original logotipe color is there for some reason: recognition, visibility, better sales results and influence on consumers.

• Keywords: logo; logotip; znak; boja; psihologija boja; društvene mreže
• Keywords (english): logo; logotype; sign; color; color psichology; social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:216:079954
• Study programme: Title: Printing technology, course Technical - technological; Course: Graphic technology; 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: Open access
• Created on: 2024-04-16 17:22:23