Utjecaj vizualnog oblikovanja ambalaže organske čokolade na percepciju kupaca

Čmelik, Iva (2020) Utjecaj vizualnog oblikovanja ambalaže organske čokolade na percepciju kupaca. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Dolić, Jurica].

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Abstract

Dizajn ambalaže uključuje mnoge značajke koje daju cjelovitu sliku o proizvodu. On čini povezanost oblika, strukture, materijala, boja, slika, tipografije i regulatornih informacija s pomoćnim elementima dizajna kako bi proizvod bio prikladan za tržište. Ambalaža proizvoda ne komunicira samo kroz izgled, već kroz cjelokupno iskustvo interakcije. U tom kontekstu posebna pozornost posvećuje se organskim proizvodima. Tema ovog rada je istražiti značajke vizualnog oblikovanja ambalaže čokolade koja je dobivena organskom proizvodnjom. Organska čokolada razvila se iz trenda u uobičajeni, visoko poželjan proizvod. Povećani interes potrošača za organske proizvode otvara brojne mogućnosti konditorskoj industriji. Udio organskih proizvoda, kako od etabliranih robnih marki tako i neovisnih proizvođača, u stalnom je porastu te kupci mogu pronaći široki asortiman na policama. Komunikacijski zadatak ambalaže je dostaviti adekvatnu poruku kako bi se zadovoljile potrebe kupaca i emocionalne želje. Kako bi postigli komunikacijske ciljeve i zadatke, učinkovito optimizirali potencijal ambalaže, tvrtke i proizvođači robe široke potrošnje trebaju uzeti u obzir percepciju potrošača na ambalažu koju proizvode, te prilagoditi dizajn preferencijama potrošača. U radu se istražuje utjecaj grafičkih elemenata na percepciju organskih proizvoda kako bi se pravilno dizajnirala ambalaža proizvoda i postigao željeni položaj u svijesti potrošača.

Item Type:	Master's thesis - Graduate Programme
Mentor name:	Dolić, Jurica
Thesis Committee:	Pibernik, Jesenka and Dolić, Jurica and Brozović, Maja
Defence date:	25 September 2020
Abstract in english:	Packaging design includes many features that give a complete picture of the product. It combines shapes, structure, materials, colors, images, typography, and regulatory information with additional design elements to make the product suitable for the market. Product packaging communicates not only through its appearance but through the entire interactive experience. In this context, special attention is paid to organic products. The topic of this thesis is to explore the characteristics of the visual design of chocolate packaging which is organically produced. Organic chocolate has evolved from a trend to a widely used and highly desirable product. The increased consumer interest in organic products opens up numerous opportunities for the confectionery industry. The share of organic products, both from established brands and from independent producers, is constantly growing and customers find a wide selection of products on the shelves. The communication task of packaging is to convey an adequate message that meets the needs and emotional desires of the customers. To achieve communication goals and objectives, to effectively optimize the potential of packaging, enterprises, and manufacturers of consumer goods should take into account consumer's perception of packaging and adapt package design to consumer preferences. This paper examines the impact of graphic elements on the perception of organic products in order to properly design the product packaging and achieve the desired position in the minds of consumers.
Uncontrolled Keywords:	Dizajn ambalaže, vizualna percepcija, komunikacija, stav potrošača
Keywords in english:	Packaging design, visual perception, communication, consumer attitude
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakultet
City:	Zagreb
Number of Pages:	88
Callnumber:	DOL 2020 ČME
Inventory number:	DB942
Depositing User:	Nina Jelača
Status:	Unpublished
Date Deposited:	31 Mar 2021 09:16
Last Modified:	31 Mar 2021 09:16
URI:	http://eprints.grf.unizg.hr/id/eprint/3329

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