Buljan, Branimir (2021) Utjecaj boja i fotografije na psihologiju potrošača. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Mikota, Miroslav].
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Abstract
Bojom nazivamo reakciju fotoosjetljivih čunjića u našem oku na vanjski podražaj u obliku svjetlosne zrake. Ulaskom u oko zraka se lomi kao u prizmi i raspršuje u spektar. Suvremeni istraživači iz brojnih društvenih znanosti bave se proučavanjem djelovanja boja na ljude u različitim okolnostima. Različite boje različito djeluju na čovjekove emocije te se u različitim ljudskim djelatnostima ljudska okruženja bojaju s namjerom manipuliranja ljudskim osjećajima. To mogu biti zeleni zidovi u zdravstvenim ustanovama koji na pacijente djeluju umirujuće, to mogu biti raznobojne naprave u dječjim parkovima koje razbuđuju i potiču djecu na aktivnost i igru. Postoji mnogo dokaza i istraživanja o djelovanju boja na čovjeka i o specifičnome djelovanju svake boje. Fotografija označava dobivanja trajne slike objekta djelovanjem elektromagnetskoga zračenja (najčešće svjetlosti, tj. vidljivog dijela spektra) na fotoosjetljivu podlogu. Gotovo svaka djelatnost koristi se marketingom za promociju svojih proizvoda potrošačima, a temelj oglašavanja, između ostaloga, čini i fotografija. Oglasi u svakome obliku namijenjeni su oblikovanju ponašanja potrošača. Ovaj rad proučava djelovanje boja i fotografija u oglasima i sličnim marketinškim aktivnostima na psihologiju potrošača.
| Item Type: | Master's thesis - Graduate Programme |
|---|---|
| Mentor name: | Mikota, Miroslav |
| Thesis Committee: | Dragčević, Krešimir and Mikota, Miroslav and Jurečić, Denis |
| Defence date: | 16 July 2021 |
| Abstract in english: | Color is the reaction of the photosensitive cones in our eye to an external stimulus in the form of a light beam. While entering the eye, beam is refracted as in a prism and scattered into the spectrum. Contemporary social science researchers are concerned with studying the effects of colors on people in different circumstances. Different colors have different effects on human emotions, and in different human activities, human environments are colored with the intention of manipulating human feelings. These can be green walls in healthcare facilities that have a calming effect on patients, they can be colorful devices in children's parks that motivate and encourage children to be active and play. There is plenty of evidence and researches on the effects of colors on humans and on the specific effects of each color. Photography means obtaining a permanent image of an object by the action of electromagnetic radiation (usually light, i. e. the visible part of the spectrum) on a photosensitive surface. Almost every business uses marketing to promote its products to consumers, and the basis of advertising, among other things, is photography. Ads in any form are intended to shape consumer behavior. This paper studies the effect of colors and photographs in advertisements and similar marketing activities on consumer psychology. |
| Uncontrolled Keywords: | boje, fotografija, psihologija, asocijacija |
| Keywords in english: | colors, photography, psychology, association |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 37 |
| Callnumber: | MIK 2021 BULJ |
| Inventory number: | DB984 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 04 Dec 2023 11:01 |
| Last Modified: | 04 Dec 2023 11:01 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3572 |
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