Maskota kao sredstvo vizualne komunikacije

undergraduate thesis

• Author: Zlatko Kelemenić
• Mentor: Maja Brozović (mentor)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Committee member: Miroslav Mikota (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2014-9-12, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U završnom radu maskota se definira kao životinja, osoba ili stvar koja javno predstavlja pojedinca ili skupinu u osobnoj ili komercijalnoj sredini i obrazloženo je njezino porijeklo. Uloga je maskote da kao lice brenda stvori ili pomogne održavati imidž i da komunicira s ciljanom skupinom slanjem odreĎenih informacija koje strogo ovise o njezinu dizajnu. Dizajn maskote i komunikacija likom iznimno su važne stavke jer odreĎuju koje informacije maskota sadrži, količinu tih informacija te način i mogućnost njihove komunikacije. Kompanija koja se odluči koristiti maskotom mora uzeti u obzir svoj trenutni imidž i poruku koju želi poslati maskotom kako bi mogla očuvati prepoznatljivost brenda te pojačati komunikaciju i pristupačnost, trenutnoj ili novoj ciljanoj skupini.

Cilj je završnog rada analizom postojećih likova i maskota, kao i vlastitim primjerima, istražiti karakteristike i elemente koji čine dizajna lika ili maskote prikladnim za odreĎenu ciljanu skupinu. Anketiranjem studenata Grafičkog fakulteta provelo se istraživanje s ciljem dobivanja uvida u dojmove i način percipiranja vlastite maskote, Grfka, izraĎene za Grafički fakultet. Očekivani su rezultati da će vizualne karakteristike maskote više utjecati na način percipiranja nego varijable poput spola, dobi i smjera studenata Grafičkog fakulteta.

Abstract (english)

In this final thesis the mascot is defined as an animal, person or object which publicly represents an individual or group for personal or commercial use, whose origins are also explained in this work. The mascot's role, as the brand's face, is to create or help sustain the brand's image and to communicate with the target group by sending specific information, which strongly depend on its design. Mascot design and character communication are extremely important elements because they define which information the mascot contains, the amount of information, as well as the process and viabilty of its communication. The company that decides to use a mascot, has to take their current image and the message the mascost will send into account, so that they could retain their brand recognition and to strenghten their communication and approachability to their current or new target group.

The goal of the final thesis is, with the analysis of existing characters and mascots, as well as a personal example, to research the characteristics and elements which make a character or mascot design appropriate for a defined target group. Surveying the Faculty of Graphic Arts students a research was conducted with the goal of acquiring insight on the perception and impressions of my own mascot, Grfko, which was made for the Faculty of Graphic Arts. The expected results are that the mascot's visual characteristics will greatly influence the way it's perceived compared to the variables like gender, age and the course of the Graphic Arts student.

• Keywords: maskota; ciljana skupina; vizualne karakteristike; lice brenda
• Keywords (english): mascot; target group; visual characteristics; brand's face
• Language: croatian
• URN:NBN: urn:nbn:hr:216:049980
• 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 18:20:41