Oblikovanje vizualne interakcije između proizvoda i ambalaže

master's thesis

• Author: Anja Mikolić
• 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

U radu se obrađuje vizualna interakcija proizvoda i ambalaže, njezin utjecaj na interakciju

korisnika s ambalažom te afektivno djelovanje na korisnika. Ambalaža, kao prvi kontakt

korisnika s proizvodom, postaje dio njegovog iskustva. Stoga, dizajner kod njenog

oblikovanja, uz potrebu diferenciranja i isticanja među konkurencijom, treba voditi

računa i o interakciji korisnika s proizvodom. Korisničko iskustvo postaje središte

procesa dizajna, a kako bi se proizvod i ambalaža što bolje uklopili u život korisnika,

definiraju se mogući scenariji upotrebe, željene asocijacije, stavovi i percepcija,

korištenje te odlaganje. Time afektivna dimenzija ambalaže postaje bitan aspekt koji je

potrebno ispitati. Pristup oblikovanju ambalaže kojim se ostvaruje vizualna interakcija

proizvoda i ambalaže, na kreativan i inovativan način može stvoriti novi konotacijski

kontekst, prezentirati priču robne marke ili komunicirati njene vrijednosti te tako stvoriti

dodatnu vrijednost proizvoda koja može biti važan faktor u povezivanju s korisnikom te

njegovoj krajnjoj odluci o kupnji. U radu se analiziraju postojeći primjeri interaktivne

ambalaže, na osnovu čega se izrađuju različiti prototipovi ambalaže za potrebe

istraživanja. Ispituje se utjecaj razine i vrste interakcije proizvoda i ambalaže na

preferenciju te percepciju kvalitete. Dobivenim rezultatima definiraju se preferencija

interakcije proizvoda i ambalaže kod ispitanog proizvoda te se određuju daljnja primjena

i mogućnosti na tržištu.

Abstract (english)

This thesis describes the visual interaction of products and packaging with it's impact on

the user, his personal interaction with packaging and affective action on the user.

Packaging - the user's first contact with the product - becomes a part of his experience.

Together with the need to differentiate and stand out among the competition, in the

process of creating, designer should take into consideration this interaction of a user and

product. The user experience becomes the focal point of the design, and in order to better

accomodate the product and packaging into the user's lifestyle, possible usage scenarios,

desired associations, attitudes and perceptions, use and disposal are defined. Thus, the

affective side of the packaging becomes an important aspect that needs to be further

examined. The approach to package design that creates a visual interaction of product and

packaging in a creative and innovative way, can create a new connotational context, tell

the brand's story or communicate it's values, Furthermore, it can create additional product

value that can be an important factor in connecting with the user and his final purchasing

decision. This thesis examines different prototypes of package design which are made

using analyzed examples of existing interactive packaging. It also analyzes the influence

of the level and type of interaction of product and packaging on user preference and

perception of quality. The obtained results define the preference for the interaction of

product and packaging for the tested product and determine further use and market

opportunities.

• Keywords: vizualna interakcija; proizvod; ambalaža; korisničko iskustvo; afektivna dimenzija
• Keywords (english): visual interaction; product; packaging; user experience; affective side
• Language: croatian
• URN:NBN: urn:nbn:hr:216:246143
• 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: Open access
• Created on: 2024-04-18 23:31:43