20.500.12556/DKUM-67073 Pomen vizualne podobe izdelkov The importance of products visual image Danes imajo odjemalci na voljo veliko izbiro izdelkov in storitev, njihove nakupne odločitve pa so odvisne od več dejavnikov. Podjetja morajo zato čim bolje poznati, kateri dejavniki vplivajo na nakup določenega izdelka. To pomeni, da morajo celostno podobo izdelka od videza, tržnega komuniciranja, tržnih poti do funkcionalnih značilnosti, čim bolje prilagoditi željam odjemalcev kot tudi njihovi osebnosti. Izdelke ocenjujemo predvsem po koristih in zadovoljevanju potreb, ki jih nudijo, vendar pa smo zelo pozorni tudi na njihovo osebno predstavitev. Vizualna podoba izdelka tako izraža njegovo identiteto, njegov namen. Prav zaradi težkih vprašanj podjetij, kot so, kako naj izdelek oblikujejo, da bo opazen, da bo izražal namen in bo odjemalcu všečen ter ga prepričal k nakupu, so bolj uspešna tista podjetja, ki za svoje izdelke oblikujejo jasen in razlikovalen imidž, embalažo, po čemer si jih bodo odjemalci zapomnili. Diplomski projekt obsega teoretični in praktični del. V teoretičnem delu bomo najprej opredelili definicijo podobe, njeno pomembnost za podjetja in odjemalce, navedli vrste podob ter vsako natančneje opisali. Sledi poglavje o vizualni podobi, kjer bomo zraven opredelitve le-te opisali še dejavnike, povezane s podobo. Empirični del zajema kratko analizo vizualne podobe dveh različnih vrst čajev, to sta zeliščni metin čaj ter sadni čaj z okusom češnje. Kot primera bosta vzeta metin in češnjev čaj slovenske blagovne znamke 1001 cvet ter metin in češnjev čaj tuje blagovne znamke Teekanne. Nowadays consumers have a wide choice of products and services, and their purchasing decisions depend on several factors. Companies should therefore know best what factors affect the purchase of a particular product. This means that the overall image of the product from its appearance, market communication, marketing channels to functional characteristics must be best adapted to the wishes of consumers as well as their personality. We evaluate our products primarily for the benefits and satisfaction of the needs they offer, but we also pay great attention to their personal presentation. In addition to the company name and slogan, the logo is the basic tool of the entire visual image system of the product. The visual image of the product thus expresses its identity, its purpose. It is precisely because of difficult business issues, such as how to design the product, to notice that it will reflect the purpose and will appeal to the consumer, and persuade him to buy, those companies that produce clear and distinctive images for their products, packaging after Which consumers will remember. The diploma project covers the theoretical and practical part. In the theoretical part, we will first define the definition of the image, its importance for companies and clients, the types of images, and each of them is described in more detail. The chapter on the visual image follows, where we will, along with the definition, describe the factors related to the image. The empirical part includes a brief analysis of the visual image of two different types of teas, such as herbal mint tea and fruit tea with cherry flavor. As examples, mint and cherry tea will be taken from the Slovenian brand 1001 Cvet and mint and cherry tea of the foreign brand Teekanne. podoba dizajn čaji imidž embalaža celostna podoba celostna grafična podoba Image Design Teas Packaging Overall image Corporate Identity true true false [M. Kneževič] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2017-08-01 16:53:08 2017-11-02 14:29:58 2022-08-01 13:31:00 2019-07-11 16:08:24 2017 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 12852252 URN:SI:UM:DK:HIJ9PQFZ VS_Knezevic_Maja_2017.pdf VS_Knezevic_Maja_2017.pdf 1 8E84B58EC2C7A180FA2F5B1001A437D0 29214fbe6c6854998ad7b1c6f01adcf61130bea847d91aa399216522e04c155b 821924fe-7c0e-11eb-bb7a-00155d0001ca 20.500.12556/dkum/0632960d-96ae-4377-a6f9-ea072e99cc3d https://dk.um.si/Dokument.php?lang=slv&id=115225 Ekonomsko-poslovna fakulteta 0 0 0