Delija, Antonio (2018) Utjecaj boje na psihologiju potrošača. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Mandić, Lidija].
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Abstract
Danas se u mnogim područjima proučavaju emocije i reakcije promatrača na određene boje. Postoje mnogobrojni dokazi koji pokazuju da ljudi različito reagiraju na određene boje i da one kod njih izazivaju različita emocionalna stanja. Nadalje, velik broj studija su dokazale da određene boje imaju poseban utjecaj na potrošače na način da one utječu na njihovu percepciju te potiču ili uzbuđenje ili smirenost. Različite boje izazivaju mnogobrojne i raznovrsne emocije i reakcije kod ljudi, gdje se ta moć sugestivnosti koju boja ima pokazala kao dobar alat kod prezentiranja proizvoda i privlačenja potencijalnih potrošača proizvodu i upravo to se proučava u ovom radu. Također, sama percepcija boje kod promatrača je također uvelike ovisna i o kontekstu u kojem se promatra. U radu se kao alati istraživanja koriste slike mobilnog uređaja i jednostavne ambalaže na kojima se apliciraju razne boje i zatim se promatra koje asocijacije ispitanici vežu uz pojedine boje. Cilj rada je utvrditi koje boje su poželjne za pojedine dobne i spolne skupine ljudi, te koje boje mogu zadovoljiti što više ljudi neovisno o njihovim životnim stilovima. Također, u radu se proučava kako percipiraju ljudi boje same za sebe, a kako kada se boja aplicira na određeni proizvod.
| Item Type: | Master's thesis - Graduate Programme |
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| Mentor name: | Mandić, Lidija |
| Thesis Committee: | Strgar Kurečić, Maja and Mandić, Lidija and Poljičak, Ante |
| Defence date: | 21 September 2018 |
| Abstract in english: | Today, scientists in many areas observe reactions and emotions that people have to certain colors. There is ample evidence that people react differently to specific colors and that they cause diverse emotional states in humans. Numerous studies have shown that certain colors have a particular impact on consumers in a way that affects their perception and stimulates excitement or calmness. Different colors can cause varied emotions and reactions in humans, that power of suggestiveness has proved to be a great tool in presenting products and attracting potential consumers and that is precisely what is being studied in this paper. The perception of color in the observer depends on the context in which it is observed. In this paper the tools of research are pictures of a mobile phone and a simple paper box package that have different colors applied onto them, then observe the associations that respondents attach to each color. The goal ofthis paper is to determine which colors are preferable for particular age and sex groups, furthermore, which colors can satisfy as many people regardless of their lifestyles. Also, the paper examines how people perceive colors by themself, and when colors are applied on a particular product. |
| Uncontrolled Keywords: | boje, psihologija, životni stil, asocijacija, percepcija |
| Keywords in english: | color, psychology, lifestyle, association, perception |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 71 |
| Callnumber: | MAN 2018 DEL |
| Inventory number: | DB738 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 08 Jan 2019 11:08 |
| Last Modified: | 08 Jan 2019 11:08 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/2947 |
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