Dizajn i redizajn ambalaže u službi promicanja branda

Ćuk, Mihaela (2012) Dizajn i redizajn ambalaže u službi promicanja branda. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Brozović, Maja].

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Abstract

U suvremenom društvu u kojem živimo okruženi smo mnoštvom proizvoda kojima je jedini cilj pronaći svoj put do potrošača. Oblikovanje ambalaže ima presudan utjecaj na konačan izgled ambalaže. Dizajn, kao kreativni proces, treba ponuditi jasna i funkcionalna rješenja za sve faze izrade ambalaže. Proizvod treba postati znak raspoznavanja i stvaranja razlike od sličnih konkurentskih proizvoda na tržištu. Ambalaža i grafička prezentacija proizvoda predstavljaju značajne faktore u komunikacijskom procesu između proizvođača i potrošača. Ambalaža mora biti privlačna, praktična za rukovanje, prikladne veličine itd. Dizajn ambalaže predstavlja sastavni dio marketinga i doprinosi uspješnom plasmanu proizvoda na tržištu. Iza svakog uspješnog branda stoji kvalitetan proizvod. Proizvod koji donosi neku prednost potrošaču u odnosu na konkurenciju, proizvod osmišljen da pobudi njegove želje i potrebe. Postoji šest faza životnog ciklusa proizvoda: stvaranje ideje o proizvodu, razvoj proizvoda, uvođenje na tržište, rast proizvoda, zrelost te starenje i odumiranje proizvoda. Nakon šeste faze dolazi do smrtnosti proizvoda, te je potreban redizajn ambalaže kako bi on ostao zanimljiv potrošaču. Za predmet istraživanja, u praktičnom djelu diplomskog rada, izabran je jedan od najdugovječnijih hrvatskih brandova – Cedevita. Istraživanjem fokus grupe i metodom ankete moguće je dobiti odgovor na pitanja što i kako dizajn ambalaže govori o proizvodu, koliki značaj ima izgled ambalaže na potrošača i tržišnu poziciju proizvoda.

Item Type:	Master's thesis - Graduate Programme
Mentor name:	Brozović, Maja
Defence date:	5 July 2012
Abstract in english:	In modern society that we live in, we are surrounded by a multitude of products whose only objective is to find their way to a consumer. The packaging design has a crucial impact on the appearance of packaging. Design as a creative process, should offer a clear and functional solutions for all phases of packaging. The product should be a sign of recognition and making a difference from similar competitive products on the market. The packaging and the graphical presentation of a product are significant factors in a process of manufacturer-to-consumer communication. The packaging has to be attractive, easy to handle, of appropriate size etc. The design of packaging represents a vital part of marketing strategy and it contributes to the successful placement of a product on the market. Behind every successful brand is a quality product. A product that has a competitive advantage over other similar products, a product designed to arouse customer's needs and expectations. There are six stages to the product life cycle: product creation ideas, product development, market introduction, product growth, maturity and saturation and decline stage. After the sixth stage product require a redesign of the packaging so that it remains interesting to the consumers. In this graduate paper for a research subject was elected an established Croatian brand of instant vitamin drinks – Cedevita. Both focus groups and survey research strategies were used to get answers to questions such as: how packaging design influences consumer perceptions and purchasing decisions or what is the importance of packaging in marketing?
Uncontrolled Keywords:	dizajn ambalaže, redizajn, proizvod, brand
Keywords in english:	packaging design, redesign, product, brand
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakultet
City:	Zagreb
Number of Pages:	66
Callnumber:	bro 2012 ćuk
Inventory number:	DB113
Status:	Unpublished
Date Deposited:	15 Nov 2013 21:46
Last Modified:	24 Apr 2014 10:27
URI:	http://eprints.grf.unizg.hr/id/eprint/1335

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