Grafički dizajn kao alat konkurentnosti

master's thesis

• Author: Marina Gradiček
• Mentor: Jesenka Pibernik (mentor)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2010-01, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Globalno tržište se danas razvija brže nego ikada. Zahvaljujući novim tehnologijama, poruka se širi brzinom svjetlosti, a kupci su zahtjevniji nego ikada. Iako i troše više nego ikada prije, potrošači pomno biraju proizvode i time potiču proizvođače na još veći trud. Taj se trud često najviše (ne)vidi na grafičkom dizajnu ambalaže, provokativnosti oglasa u novinama i inovativnosti u oglašavanju u novim medijima. Iako je oglašavanje danas na meti kritičara koji smatraju da ono stvara lažnu sliku o proizvodima koje predstavlja, ono je sveprisutno i bitno utječe na kupce. Upravo je zato izuzetno važno odabrati pravu poruku, pravi motiv i boju te na jedinstven način predstaviti se potrošaču u svakom stupnju kupovine: od slučajnog prolaza kraj jumbo plakata, preko oglasa u specijaliziranim časopisima i iznenađenja kada potrošač ugleda reklamu na do tada neobičnom mjestu za oglašavanje pa sve do promotivnih aktivnosti unutar trgovine te zanimljivog i funkcionalnog oblika ambalaže. Na svemu tome uz marketinške stručnjake aktivno rade grafički dizajneri – njihova uloga je od velikog značaja, posebice kada znamo da većinu informacija uočavamo upravo osjetilom vida i da je toga naša konkurencija također svjesna.

Abstract (english)

Global market today is growing faster then ever. Thanks to new technologies, message can be transfer with the speed of light, and buyers are most demanding right now. Although they are spending more money than ever before, articles are chosen very carefully and with that activity, they are pushing brands to work even harder. This effort you can(not) mostly see on for example graphic design of package, provocative ad or innovative advertising. Although the advertising today is target of big criticism because it is marked as lying about items which it advert, it is everywhere and have a big impact on customers. These reasons made it clear: it is very important to choose right message, right motive and color, and represent it self to customer in unique way on every step of buying process: from accidental passing by jumbo poster, trough ads in special magazines and surprising effect with ads on unusually places, all the way to promotional activities inside of a store and interesting and functional design of packaging. Graphic designers are working on every piece of that, together with marketing specialists – their role is very important, especially when we know that the most information that we perceive we do that with our visual sense, and that of course our competition also knows.

• Keywords: Grafički dizajn; marketing; oglašavanje; konkurencija; tržište
• Keywords (english): Graphic design; marketing; advertising; competition; market
• Language: croatian
• URN:NBN: urn:nbn:hr:216:695352
• 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: Closed access
• Created on: 2024-04-17 10:00:29