Ambalaža kao medij vizualnog komuniciranja

undergraduate thesis

• Author: Marta Majić
• Mentor: Denis Jurečić (mentor)
• Committee member: Suzana Pasanec Preprotić (predsjednik povjerenstva)
• Committee member: Denis Jurečić (član povjerenstva)
• Committee member: Davor Donevski (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U ovom završnom radu se opisuje ambalaža kao medij vizualnog komuniciranja. Obrađene su i
opisane teme funkcije i brendiranja ambalaže, sigurnosni i ekološki aspekti te dizajnersko
konstruktivni aspekti ambalaže. Ambalažna industrija se konstantno razvija pa se time razvijaju i
različiti tipovi ambalaže za njene proizvode. Za tu industriju od vitalnog značaja je izbor materijala
jer je ambalaža usko povezano sa kvalitetom, sigurnošću i stabilnošću proizvoda. Cilj ovog rada je
dati pregled i objasniti važnost vizualnih informacija kroz stvaranje novog vizualnog identiteta
nekog proizvoda. U radu se koriste metode percepcije, intervjua i ankete a rezultati završnog rada
daju doprinos o tome koliko su informacije na ambalaži bitne za obostranu komunikaciju.
Teoretski dio završnog rada temelji se na podacima iz knjiga i članaka te uključuje osnovne
koncepte ambalaže i pakiranja, njezinog dizajna, potrošačkog ponašanja, percepcije potrošača i
odlika najprimamljivijih proizvoda. Prepoznatljivost poduzeća, logo, boje, dizajn, i sl. utječu na
potrošača, privlače ga ili odbijaju od određenih proizvoda/usluga, poduzeća zbog čega se vizualnim
komunikacijama treba pridati poseban značaj.

Abstract (english)

In this final paper, packaging is described as a medium of visual communication. The topics of
functions and branding of packaging, safety and environmental aspects and design-constructive
aspects of packaging are covered and described. The packaging industry is constantly developing,
so different types of packaging for its products are also developing. For this industry, the choice of
materials is of vital importance, because packaging is closely related to the quality, safety and
stability of the product. The aim of this paper is to give an overview and explain the importance of
visual information through the creation of a new visual identity of a product. The paper uses the
methods of perception, interviews and surveys, and the results of the final paper contribute to how
important the information on the packaging is for mutual communication. The theoretical part of
the final paper is based on data from books and articles and includes the basic concepts of
packaging and packaging, its design, consumer behavior, consumer perception and the
characteristics of the most attractive products. Company recognition, logo, colors, design, etc.
influence the consumer, attract or repel him from certain products/services, which is why visual
communications should be given special importance to the company.

• Keywords: ambalaža; vizualne komunikacije; dizajn; medij
• Keywords (english): packaging; visual communications; design; medium
• Language: croatian
• URN:NBN: urn:nbn:hr:216:155631
• Study programme: Title: Graphic technology; specializations in: Technical – technological, Design of graphic products; Course: Technical – technological; 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: Closed access
• Created on: 2025-01-22 10:30:11