Uloga dizajna u percepciji poslovnog imidža i branda

Dijaković, Katarina (2012) Uloga dizajna u percepciji poslovnog imidža i branda. Master's thesis - Graduate Programme. Grafički fakutet. [Mentor: Plenković, Mario].

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Abstract

Primjenom dobrog dizajna pomaže se tvrtkama razviti nove proizvode i usluge koje odgovaraju promjenama u ponašanju potrošača. Dizajn se često promatra kao novi proizvod, no to je usko gledište i ne prikazuje dobrobiti ulaganja u njega. On se može koristiti kao poslovni alat koji efektivno poboljšava marketinške napore i ulaganja te povezuje dizajn i poslovanje. Izgradnja branda je primarno vizualni izazov jer je upravo to vrlo korišten jezik svijeta u kojem živimo. U eksperimentalnom dijelu rada je korištena tehnologija za praćenje pokreta oka (eyetracking) kako bi se utvrdila promjena pažnje na specifičnim područjima. Istraživanjem je promatran utjecaj stupnja strukturaliziranosti logo dizajna, uspješnost branda sa vizualnom konzistentnošću te razvoj branda i njegovog logo dizajna kroz faze znaka, medija i sredstva. Rezultati jasno pokazuju promjene u percepciji promatranih vizualnih identiteta unutar plakata.

Item Type:	Master's thesis - Graduate Programme
Mentor name:	Plenković, Mario
Defence date:	12 September 2012
Abstract in english:	By applying quality design, it can help develop new products and services that correspond to the changes in consumer behavior. Design is often perceived as a new product but that is a narrow point of view which doesn't show the benefits of investing in it. It is used as a business tool that effectively improves the marketing–based efforts and investments. Building a brand is primarily a visual challenge because it is a very used language of the world we live in. The experimental part of this paper is based on eyetracking technology to determine a shift in the spectators attention on specific areas. The research is used to observe the influence of the level of structuralization in logo design, success of brands with visual consistency, as well as developement of a brand and its logo design through the stages of it being a mark, a message and a means. The results clearly indicate a change in the perception of observed visual identities within posters.
Uncontrolled Keywords:	Redizajn, poslovni imidž, brand, logo
Keywords in english:	Redesign, business image, brand, logo
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakutet
City:	Zagreb
Number of Pages:	91
Callnumber:	ple 2012 dij
Inventory number:	DB134
Depositing User:	Dora Budić
Status:	Unpublished
Date Deposited:	25 Apr 2014 09:40
Last Modified:	25 Apr 2014 09:40
URI:	http://eprints.grf.unizg.hr/id/eprint/1834

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