Procjena utjecaja okoline na pristupe kodiranju bojom u grafičkoj industriji = Evaluation of environmental impact on color coding approaches in graphic communication

Žeželj, Teo (2023) Procjena utjecaja okoline na pristupe kodiranju bojom u grafičkoj industriji = Evaluation of environmental impact on color coding approaches in graphic communication. Dissertation (PhD) thesis. Grafički fakultet. [Mentor: Matijević, Mile].

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Abstract

U suvremenom potrošačkom društvu, oblikovanje grafičkih proizvoda i grafičke komunikacije predstavljaju izazov s obzirom na visoku osjetljivost ljudi na vizualne podražaje. Pravilan izbor elemenata grafičkog proizvoda, uključujući tipografiju, stilove, oblike i boje, često je problematičan za dizajnere. Posebno je izazovno odabrati pravu paletu boja u grafičkom oblikovanju jer ne postoje univerzalna pravila koja bi definirala tu odluku. Izbor boja ovisi o različitim čimbenicima poput društvenog konteksta, prirode proizvoda i ciljne populacije. Ova doktorska disertacija istražuje područje grafičkog oblikovanja u kontekstu percepcije boje u Republici Hrvatskoj te su pri analizi grafičkih komunikacija uzete u obzir mentalne slike koje pojedinac formira na temelju iskustva i doživljaja okoline. Fokus ovog istraživanja je na općim mentalnim slikama koje su manje opterećene detaljima i olakšavaju pamćenje. Boja igra ključnu ulogu u formiranju tih mentalnih slika, omogućujući brzo prepoznavanje scene. Odabir boje temelji se na činjenici da boja ima snažan utjecaj na doživljaj i pamćenje scene, te da privlači pažnju promatrača. Grafičke komunikacije obuhvaćaju širok spektar proizvoda i usluga s kojima su pojedinci kontinuirano izloženi te je važno pridavati pažnju upotrebi boja i njihovih kombinacija pri oblikovanju grafičkih proizvoda. Primjeri takvih proizvoda uključuju marketinške kampanje, propagandu, korisnička sučelja, ambalažu i druge proizvode grafičke industrije. Odabir boja i paleta boja temelji se na prethodnim iskustvima, primjerima i nekim pseudoznanstvenim metodama, ali nedostaje precizniji pristup temeljen na ljudskoj percepciji boja i njezinim preferencijama, koji su također oblikovani okolinom i kulturom pojedinca.

Item Type:	Dissertation (PhD) thesis
Mentor name:	Matijević, Mile
Thesis Committee:	Mikota, Miroslav and Dragčević, Krešimir and Hajdek, Krunoslav
Defence date:	14 September 2023
Abstract in english:	In contemporary consumer society, designing graphic products and graphic communication pose a challenge due to people's high sensitivity to visual stimuli. The proper selection of elements in graphic design, including typography, styles, shapes, and colors, is often problematic for designers. Choosing the right color palette in graphic design is particularly challenging as there are no universal rules defining this decision. The choice of colors depends on various factors such as social context, the nature of the product, and the target population. This doctoral dissertation explores the field of graphic design in the context of color perception in the Republic of Croatia. All individuals involved in graphic communication approach design tasks as designers who combine and arrange graphic elements. It is important to note that designers themselves are part of the population they address, intertwining introspective processes of the designer with external processes aimed at users or the audience. When analyzing graphic communication, it is essential to consider the mental images individuals form based on their experiences and perception of the environment. The focus of this research is on general mental images that are less burdened with details and facilitate memory. Color plays a crucial role in forming these mental images, enabling rapid scene recognition. The choice of color is based on the fact that color has a strong impact on scene perception and memory, attracting the attention of observers. In the context of graphic design, using specific colors and their combinations allows designers to effectively convey messages and symbols, reducing cognitive load for observers. Therefore the right choice of graphic elements and colors as key information is crucial for a viable and effective graphic communication. Graphic communication encompasses a wide range of products and services that individuals are continuously exposed to. Therefore, it is important to pay attention to the intelligent use of colors and their combinations in designing graphic products. Examples of such products include marketing campaigns, propaganda, user interfaces, packaging, and other graphic industry products. The selection of colors and color palettes is based on previous experiences, examples, and some pseudo-scientific methods. However, a more precise approach based on human color perception and preferences, shaped by the individual's environment and culture, is lacking. As part of the confirmation of the set hypotheses, a field study was conducted in the Republic of Croatia. The selection of participants was based on several criteria, including geographical distribution, age, gender, educational status, and other relevant sociodemographic variables. Given the size and diversity of the target population, a sample of approximately 1000 participants was used to conduct this research. The first criterion for participant selection in the study was to achieve uniformity of participants according to regional distribution within the Republic of Croatia. This approach ensured the representativeness of the sample and the equal distribution of participants according to geographical characteristics. The regions were defined in a way that reflected the geographically diverse parts of the country. Each region within the Republic of Croatia represented a unique entity with distinct geographical, climatic, social, and cultural characteristics, allowing for a more detailed understanding of the impact of these factors on the perception of colors and their use in graphic communication. This methodological approach enabled quality data collection and analysis, taking into account regional differences that could influence the perception and interpretation of colors in the context of graphic communication. After forming the sample of participants, the participants were sent a series of questions via an electronic questionnaire relating to their current residence or domicile. The purpose of these questions was to determine the actual region the participants belong to. Participants were given the opportunity to select the region they belong to based on geographical criteria. In the next stage of the questionnaire, participants were asked questions about their residence during various stages of cognitive development according to Jean Piaget's theory. This phase of research aimed to collect data on participants that would enable the analysis of the impact of different stages of cognitive development on their perception of colors in the context of graphic communication. In the final part of the questionnaire, research participants were asked about residing in a rural or urban environment. To avoid potential bias or discomfort from directly categorizing participants into one of these categories, the question was posed subtly, independent of their previous preferences or prejudices. In the next phase of the research, which forms the basis of this work, participants were given the task of placing 24 randomly arranged colors in a 6x4 dimension matrix. Each square represented one of the colors in the set, and participants had a certain time limit to complete the task. In this way, the research participants formed a specific pattern of colors composed of identical colored squares. This task was designed to assess the participants' ability to organize and arrange colors within the matrix. The patterns formed by the participants reflect their subjective experience of preferred color combinations. An analysis of these patterns was conducted to determine the frequency and repetition of certain color combinations, as well as to explore the correlations between color preferences and arrangements within the matrix. Following the organization and grouping of data, a statistical analysis of frequency distribution was carried out. This method allowed for an assessment of the spread of different responses among participants, providing a quantitative overview of the collected data. In this context, the frequency distribution helped in understanding how often certain color combinations or structures appeared in the samples formed by the participants.
Uncontrolled Keywords:	boje, okolina, kognicija, grafičke komunikacije, grafički dizajn
Keywords in english:	colors, environment, cognition, graphic communication, graphic design
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakultet
City:	Zagreb
Number of Pages:	137
Callnumber:	655:159.937.51 ŽEŽ p
Inventory number:	10914
Depositing User:	Nina Jelača
Status:	Unpublished
Date Deposited:	13 Nov 2023 09:49
Last Modified:	13 Nov 2023 09:49
URI:	http://eprints.grf.unizg.hr/id/eprint/3503

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