Utjecaj vizualnog oblikovanja ambalaže organske čokolade na percepciju kupaca

master's thesis

• Author: Iva Čmelik
• Mentor: Jurica Dolić (mentor)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Jurica Dolić (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2020-9-25, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Dizajn ambalaže uključuje mnoge značajke koje daju cjelovitu sliku o proizvodu.

On čini povezanost oblika, strukture, materijala, boja, slika, tipografije i regulatornih

informacija s pomoćnim elementima dizajna kako bi proizvod bio prikladan za tržište.

Ambalaža proizvoda ne komunicira samo kroz izgled, već kroz cjelokupno iskustvo

interakcije. U tom kontekstu posebna pozornost posvećuje se organskim proizvodima.

Tema ovog rada je istražiti značajke vizualnog oblikovanja ambalaže čokolade koja je

dobivena organskom proizvodnjom. Organska čokolada razvila se iz trenda u

uobičajeni, visoko poželjan proizvod. Povećani interes potrošača za organske proizvode

otvara brojne mogućnosti konditorskoj industriji. Udio organskih proizvoda, kako od

etabliranih robnih marki tako i neovisnih proizvođača, u stalnom je porastu te kupci

mogu pronaći široki asortiman na policama.

Komunikacijski zadatak ambalaže je dostaviti adekvatnu poruku kako bi se zadovoljile

potrebe kupaca i emocionalne želje. Kako bi postigli komunikacijske ciljeve i zadatke,

učinkovito optimizirali potencijal ambalaže, tvrtke i proizvođači robe široke potrošnje

trebaju uzeti u obzir percepciju potrošača na ambalažu koju proizvode, te prilagoditi

dizajn preferencijama potrošača. U radu se istražuje utjecaj grafičkih elemenata na

percepciju organskih proizvoda kako bi se pravilno dizajnirala ambalaža proizvoda i

postigao željeni položaj u svijesti potrošača.

Abstract (english)

Packaging design includes many features that give a complete picture of the product.

It combines shapes, structure, materials, colors, images, typography, and regulatory

information with additional design elements to make the product suitable for the market.

Product packaging communicates not only through its appearance but through the entire

interactive experience. In this context, special attention is paid to organic products. The

topic of this thesis is to explore the characteristics of the visual design of chocolate

packaging which is organically produced. Organic chocolate has evolved from a trend

to a widely used and highly desirable product. The increased consumer interest in

organic products opens up numerous opportunities for the confectionery industry. The

share of organic products, both from established brands and from independent

producers, is constantly growing and customers find a wide selection of products on the

shelves.

The communication task of packaging is to convey an adequate message that meets the

needs and emotional desires of the customers. To achieve communication goals and

objectives, to effectively optimize the potential of packaging, enterprises, and

manufacturers of consumer goods should take into account consumer's perception of

packaging and adapt package design to consumer preferences. This paper examines the

impact of graphic elements on the perception of organic products in order to properly

design the product packaging and achieve the desired position in the minds of

consumers.

• Keywords: Dizajn ambalaže; vizualna percepcija; komunikacija; stav potrošača
• Keywords (english): Packaging design; visual perception; communication; consumer attitude
• Language: croatian
• URN:NBN: urn:nbn:hr:216:682607
• 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: 2024-04-18 23:31:24