Kvalitativni karakter doživljaja boje logotipa

Novosel, Martina (2016) Kvalitativni karakter doživljaja boje logotipa. Baccalaureus work - Undergraduate programme. Grafički fakultet. [Mentor: Matijević, Mile].

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Abstract

Logotip je ikonični grafički znak koji označava proizvod, poduzeće ili ideju, a uloga mu je trenutno prepoznavanje proizvoda pri čemu boje imaju vrlo značajnu ulogu jer izravno utječu na raspoloženje i ugođaj. Logotip nije samo ikonični znak, već u grafici predstavlja poveznicu između potrošača i brenda kojeg predstavlja. Kroz rad se obrađuje utjecaj vizualnog identiteta proizvoda, njegove boje, to jest same tvrtke na potrošača. Za potrebe rada provelo se ispitivanje u obliku ankete u kojem su promijenjene boje postojećim logotipovima, te su ispitane reakcije sudionika u anketi. Pretpostavka je da će logotip ostati prepoznatljiv no potrošači se s vremenom naviknu na određeni vizualni identitet te teško prihvaćaju nešto novo. Isto tako, originalna boja logotipa je tu s nekim razlogom, što se želi i dokazati, radi uočljivosti, prepoznatljivosti, te radi bolje prodaje, odnosno utjecaja na potrošača.

Item Type:	Baccalaureus work - Undergraduate programme
Mentor name:	Matijević, Mile
Thesis Committee:	Mrvac, Nikola and Matijević, Mile and Mikota, Miroslav
Defence date:	20 September 2016
Abstract in english:	Logotipe is a iconic graphic sign that determines product sign that determines product, company or idea. It's role is instant recognition of a product. Logotype colors have to be recognizable because they have major influence on mood and atmosphere. It is not only iconicaly sign but it represents conection between the consumers and brand logotype represents. This work is based on the influence of visual identity of the product, its color and company itself on consumers. For the need of this work a questionnaire is implemented where colors are changed to the existing logotipes and reactions of viewers are examed. Assumption is that the logotype will stay recognizable, but consumers get used to determined visual identity and adaptation to something new are difficult to accept. Also, original logotipe color is there for some reason: recognition, visibility, better sales results and influence on consumers.
Uncontrolled Keywords:	logo, logotip, znak, boja, psihologija boja, društvene mreže
Keywords in english:	logo, logotype, sign, color, color psichology, social networks
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakultet
City:	Zagreb
Number of Pages:	34
Callnumber:	MAT 2016 NOV
Inventory number:	Z740
Depositing User:	Nina Jelača
Status:	Unpublished
Date Deposited:	12 Oct 2016 08:42
Last Modified:	12 Oct 2016 08:42
URI:	http://eprints.grf.unizg.hr/id/eprint/2550

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