20.500.12556/DKUM-62777 POMEN EMBALAŽE IN CELOSTNE GRAFIČNE PODOBE PRI RAZLIČNIH JAVNOSTIH NA PRIMERU VINOGRADNIŠTVA THE IMPORTANCE OF PACKAGING AND CORPORATE IDENTITY IN VARIOUS PUBLICS IN THE CASE OF VINECULTURE Odjemalci se danes težko odločajo za nakup v množici različnih izdelkov, saj so njihove zahteve in pričakovanja vse večja. Embalaža je dejavnik, ki lahko na samem mestu nakupa vpliva na nakupno odločitev. V teoretičnem delu diplomskega projekta bodo predstavljene različne vrste embalaže in njihove osnovne funkcije ter vedenjski odzivi odjemalcev in vloga embalaže v nakupnem procesu. Vpliv na odjemalce bo opredeljen tudi z vidika celostne grafične podobe. V okviru raziskovalnega projekta smo se osredotočili predvsem na vinogradništvo in vinsko embalažo ter celostno grafično podobo treh vinskih podjetij. Pregledali smo primer spremembe celostne grafične podobe in embalaže, primer uspešnega slovenskega vinskega podjetja, ki prodaja vina na tujih trgih, ter primer inovativne embalaže in celostne podobe iz Francije. Spoznali smo, da je celostna grafična podoba del identitetnega sistema in se izraža v vizualnem jeziku. Celostna podoba podjetja mora izhajati iz samega podjetja, njegove vizije, poslanstva, filozofije, ciljev, strategij in kulture. Clients are nowadays making very difficult decisions what to buy in a wide variety of products. Their demands and expectations are growing. Packaging is a factor that can effect the purchase decision on the spot. In theoretical part of the diploma project packaging and its basic functions will be presented, together with clients` behavioral response. The impact on clients will be defined also in terms of corporate identity. In the scope of diploma research the emphasis was on customer behaviour and the role of packaging in purchasing process and also its impact on customers and users. The main focuse was on viniculture where we present examples of packaging and identity of products of three wine companies. We reviewed one case of changes in corporate identity and packaging, one example of a successful Slovenian wine company that trades with wines on foreign markets and one example of innovative packaging and corporate identity from France. We have realized that corporate identity is a part of identity sistem and is reflected as visual language. Corporate identity must be built on company vision, mission, philosophy, goals, strategies and culture. Embalaža nakupni proces celostna grafična podoba podoba vinogradništvo. Packaging purchasing process corporate identity image viniculture. true true false [A. Perko] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2016-08-31 16:46:13 2016-11-24 16:01:34 2022-06-30 03:07:30 2019-07-11 13:06:33 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 12615452 URN:SI:UM:DK:LJER7RXF UN_Perko_Ales_2016.pdf UN_Perko_Ales_2016.pdf 1 91679D7C81653F5A0A6DE38C6FE7DDEA 0bb0e74b78d174ed75e656f2150661a4a9fe19267b04a7801c78b0c6fc43a9c9 39e8bfa4-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=101407 Ekonomsko-poslovna fakulteta 0 0 0