Barve v marketingu

Konečnik Flakus, Vanessa

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Title:	Barve v marketingu
Authors:	ID Konečnik Flakus, Vanessa (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	UN_Konecnik_Flakus_Vanessa_2024.pdf (2,39 MB) MD5: 93BCB23CEC1747463B5516A905045C90
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Z izbiro pravilnih barv lahko podjetje dosega vrhunske rezultate. Barve niso le del logotipa ali blagovne znamke, temveč predstavljajo ključni dejavnik za uspeh. Predmet obravnave diplomskega dela je preučevanje povezave barv z različnimi področji v marketingu. V diplomskem delu smo najprej opredelili simboliko barv, njihove psihološke in fiziološke učinke ter vpliv na čustva in percepcijo posameznikov. Raziskali smo, kako določene barve sprožajo različne čustvene odzive, kar je ključnega pomena za trženje in oblikovanje blagovnih znamk. Analizirali smo zaznavanje barv pri ljudeh in živalih, osredotočili pa smo se na pse, delfine in čebele, da bi predstavili različne načine zaznavanja barv. Predstavili smo barvne kontraste in načine pridobivanja naravnih in umetnih barvil. Pomemben vidik raziskave je povezava med barvami in različnimi kulturami. Barve imajo različne pomene v različnih kulturah, kar je ključno za podjetja, ki delujejo na mednarodnih trgih. Podrobno smo obravnavali tudi povezavo med barvami različnih embalaž in kako podjetja predstavljajo svoje blagovne znamke z uporabo barv in barvnih kombinacij. Uporaba barv na embalaži lahko močno vpliva na zaznavanje izdelka in na odločitev potrošnika za nakup. Poudarili smo, kako pomembno je, da se barve spletnih strani povežejo z barvami blagovnih znamk za večjo prefinjenost in eleganco. Barvno usklajeni spletni vmesniki lahko izboljšajo uporabniško izkušnjo in povečajo zvestobo strank. Na koncu smo predstavili trende barv leta 2023 in njihov vpliv v avtomobilski industriji. Trendi se nenehno spreminjajo, zato je pomembno, da podjetja ostajajo v koraku s temi spremembami za ohranjanje konkurenčnosti na trgu.
Keywords:	barve, marketing, zaznavanje barv, embalaža, blagovne znamke
Place of publishing:	Maribor
Publisher:	V. Konečnik Flakus
Year of publishing:	2024
PID:	20.500.12556/DKUM-89945
UDC:	659.126
COBISS.SI-ID:	209094659
Publication date in DKUM:	26.09.2024
Views:	160
Downloads:	74
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	19.08.2024

Secondary language

Language:	English
Title:	Colors in marketing
Abstract:	By choosing the right colors, a company can achieve top results. Colors are not just part of a logo or brand, but represent a key factor for success. The subject of the thesis is the study of the relationship between colors and various areas in marketing. In the thesis, we have first defined the symbolism of colors, their psychological and physiological effects, and their influence on the emotions and perception of individuals. We have explored how certain colors trigger different emotional responses, which is crucial for marketing and brand design. We have analysed color perception in humans and animals, focusing on dogs, dolphins, and bees to present different ways of perceiving colors. We have presented color contrasts and methods of obtaining natural and artificial dyes. An important aspect of the research is the connection between colors and different cultures. Colors have different meanings in different cultures, which is essential for companies operating in international markets. We have also thoroughly examined the connection between the colors of various packaging and how companies represent their brands using colors and color combinations. The use of colors on packaging can significantly influence the perception of a product and the consumer's decision to purchase. We have emphasized the importance of aligning website colors with brand colors to achieve greater sophistication and elegance. Such color-coordinated web interfaces can improve the user experience and increase customer loyalty. At the end, we have presented the color trends of 2023 and their impact on the automotive industry. Trends are constantly changing, and it is important for companies to stay up-to-date with these changes to remain competitive in the market.
Keywords:	colors, marketing, color perception, packaging, brands

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