Uloga boja u brandiranju proizvoda

Sršen, Josipa (2016) Uloga boja u brandiranju proizvoda. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Mandić, Lidija].

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Abstract

Boja je jedan od najvažnijih elemenata marketinške komunikacije. Proizvođači nastoje svoju ambalažu obojiti tako da se razlikuje od drugih proizvoda i da na neki način hipnotizira prosječnog kupca. Prilikom lansiranja novih proizvoda, dizajneri ne biraju boje proizvoljno, već s namjerom da kupcima prenesu određenu poruku o samom proizvodu. Tijekom vremena potrošač se navikne povezivati određenu boju s danim proizvodom. Na tržište je plasiran novi čokoladni brand (marka), sa svim elementima branda koji služe njegovom identificiranju: naziv, znak, slogan, pakiranje. Pakiranje je prikazano u različitim bojama, a kao metoda istraživanja provedena je anketa. Anketa ima cilj otkriti preferiranost ispitanika prema pojedinom pakiranju, te kakva je uloga boja u brandiranju proizvodu. S obzirom na to da boje komuniciraju moramo znati što boje znače te koja su njihova pozitivna i negativna značenja, kako bi mogli pravilno komunicirati. Svaka boja ima drugačije značenje (tumačenje) i izaziva različite osjećaje i asocijacije kod ljudi. Za kraj istraživanja iznesen je zaključak o ulozi boja u stvaranju branda.

Item Type:	Master's thesis - Graduate Programme
Mentor name:	Mandić, Lidija
Thesis Committee:	Poljičak, Ante and Mandić, Lidija and Strgar Kurečić, Maja
Defence date:	27 September 2016
Abstract in english:	Color is one of the most important elements of marketing communication. Manufacturers are trying to paint their packaging to differentiates it from the other products and to somehow hypnotize average customer. When designers launch new products, they do not choose the color random, they choose it with the intention to convey a specified message to customers on the products itself. Over time the customer starts to connect a specific color with a given product. New chocolate brand is launched on the market, with all the elements of the brand that serve its identification: name, logo, slogan, packaging. The packaging shown in different colors and as the method of research survey was conducted. The survey aims to reveal respondents preference to the individual packaging, and what is the role of colors in color branding. Given the fact that the colors communicate we need to know what colors mean and what are their positive and negative meaning, in order to properly communicate. Each color has a different meaning (interpretation) and causing different feelings and associations in people. At the end of this survey it is presented conclusions about the role of color in product branding.
Uncontrolled Keywords:	brand, marketing, boje, percepcija
Keywords in english:	brand, marketing, colors, perception
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakultet
City:	Zagreb
Number of Pages:	85
Callnumber:	MAN 2016 SRŠ
Inventory number:	DB545
Depositing User:	Nina Jelača
Status:	Unpublished
Date Deposited:	14 Nov 2016 10:32
Last Modified:	14 Nov 2016 10:32
URI:	http://eprints.grf.unizg.hr/id/eprint/2598

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