Kraljević, Domagoj (2019) Utjecaj boje ambalaže i brenda na prodaju kozmetičkih proizvoda. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Donevski, Davor].
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Abstract
Funkcije ambalaže u literaturi nisu sistematizirane na jedinstven način zbog novih i čestih zahtjeva potrošača, svakodnevnom razvoju tehnologije. Zbog toga većina stručnjaka danas funkciju ambalaže dijeli na sljedeće funkcije: zaštitnu funkciju, informacijsku funkciju, uporabnu funkciju, distribucijsku funkciju, prodajnu funkciju, ekonomsku funkciju, ekološku funkciju. Marka je naziv, pojam, dizajn, simbol ili bilo koja druga značajka koja identificira dobro ili uslugu jednog prodavatelja kao razlikuje se od proizvoda drugih prodavača. Marke se koriste u poslu, marketingu i oglašavanju. Nazivne marke ponekad se razlikuju od generičkih ili prodajnih marki. Riječ brend često se koristi kao metonimija koja se odnosi na tvrtku koja je snažno identificirana s markom. Oznake se često koriste za označavanje marke motornog vozila koja se može razlikovati od modela automobila. Konceptni brend je vrsta brenda koja je povezana s apstraktnim konceptom, a ne s konkretnim proizvodom, uslugom ili poslovanjem. Prema definiciji boja je svojstvo svjetlosti određene valne dužine koje se reflektira od objekta, odnosno to je psihofizički fenomen induciran svjetlošću. Boja je svjetlost koju objekt reflektira u oko promatrača. Stoga je za doživljaj boje nužna interakcija između svjetlosti, objekta i promatrača. Ciljevi ovog diplomskog rada su istražiti globalne trendove u ambalaži kozmetičkih proizvoda, istražiti na koji način ime branda i boja na ambalaži kozmetičkog proizvoda utječu na potrošača u kupovnom procesu kozmetičkih proizvoda, te da li poznati brand ujedno znači kvalitetniju ambalažu i kvalitetniji proizvod.
| Item Type: | Master's thesis - Graduate Programme |
|---|---|
| Mentor name: | Donevski, Davor |
| Thesis Committee: | Pasanec Preprotić, Suzana and Donevski, Davor and Banić, Dubravko |
| Defence date: | 26 September 2019 |
| Abstract in english: | The functions of packaging in literature are not systematized in a unique way because of the new and frequent consumer demands and the daily development of technology. Therefore, most experts today divide the function of packaging into the following functions: security function, information function, utility function, distribution function, sales function, economic function, environmental function. A brand is a name, term, design, symbol, or any other feature that identifies a good or service of one seller as different from the products of other sellers. Brands are used in business, marketing and advertising. Rated brands are sometimes different from generic or branded brands. The word brand is often used as a metonymy that refers to a company that is strongly identified with the brand. Badges are often used to indicate a brand of motor vehicle that may be different from the car model. A concept brand is a type of brand that is associated with an abstract concept rather than a specific product, service, or business. Color is a property of light of a particular wavelength that is reflected from an object, that is, it is a psychophysical phenomenon induced by light. Color is the light that an object reflects in the eye of the beholder. Therefore, for the color experience, an interaction between light, object and the observer are necessary. The aim of this diploma paper is to investigate global trends in cosmetic packaging, to investigate how brand name and color on cosmetic packaging affect the consumer in the purchase process of cosmetic products, and whether a well-known brand also means better packaging and quality product. |
| Uncontrolled Keywords: | ambalaža, brend, brendiranje, boja, kozmetički proizvodi |
| Keywords in english: | packaging, brand, branding, color, cosmetic products |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 58 |
| Callnumber: | DON 2019 KRA |
| Inventory number: | DB835 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 09 Jul 2020 09:46 |
| Last Modified: | 09 Jul 2020 09:46 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3134 |
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