Enostavnost vizualne podobe embalaže in zaznana podoba blagovne znamke

Jemenšek, Lucija

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Title:	Enostavnost vizualne podobe embalaže in zaznana podoba blagovne znamke
Authors:	ID Jemenšek, Lucija (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	MAG_Jemenšek_Final_april.pdf (2,33 MB) MD5: 3F356AB7C77061ECC7410FDFB02D262D
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Magistrska naloga raziskuje povezavo med oblikovalskimi pristopi pri embalaži in zaznano podobo blagovne znamke med odjemalci. Naloga obravnava, kako različni vizualni slogi, od minimalizma, do kompleksnega dizajna, vplivajo na odjemalčevo zaznavo določenih lastnosti blagovne znamke, kot so kakovost, inovativnost, cenovna dostopnost in nekatere izmed ostalih vrednot, ki jih znamke komunicirajo skozi embalažo. Raziskava temelji na analizi odzivov respondentov na tri različne oblikovalske sloge embalaže čokolade “CAKAO”, ki so bili zasnovani posebej za raziskovalne namene. Minimalistični dizajn je bil zaznan kot eleganten, kakovosten in mladosten, medtem ko je kompleksen dizajn povezan z ustvarjalnostjo, s tradicijo in z dostopnostjo. Zmerni dizajn, ki predstavlja srednjo pot obeh pristopov, se je izkazal za najbolj uravnoteženega in je prejel najvišje ocene na kriterijih, kot so iskrenost, kakovost in inovativnost. Eden ciljev raziskave je bil tudi generacijski pogled na preference v oblikovanju embalaže. Rezultati so pokazali, da generacija Z preferira minimalistične embalažne dizajne, saj jih povezuje z moderno, s kakovostno in z bolj avtentično blagovno znamko. Starejše generacije so bile pri izbiri bolj raznolike, pogosto pa so izražale večjo naklonjenost kompleksnemu dizajnu. Te ugotovitve potrjujejo pomen prilagajanja embalaže specifičnim ciljnim skupinam, da bi podjetja uspešneje komunicirala svoje vrednote in identiteto na konkurenčnem trgu. Raziskava poudarja, da vizualna podoba embalaže pomembno vpliva na zaznavanje blagovne znamke in njenega položaja na trgu. Hkrati opozarja na določene omejitve, kot so osredotočenost na en izdelek (čokolado), razpoložljivost literature ter specifičnost ciljne skupine, zaradi česar rezultati morda niso neposredno uporabni v drugih kulturnih ali specifičnih izdelkih. Kljub temu naloga ponuja spoznanja za podjetja in oblikovalce, saj ugotovitve poudarjajo, kako lahko premišljeno oblikovanje embalaže pomaga pri komunikaciji želene identitete blagovne znamke in ustvarjanju čustvene povezanosti s ciljno skupino. Prav tako odpira prostor za nadaljnje raziskave, ki bi vključevale drugačen spekter izdelkov, daljša časovna obdobja ali bolj raznolike vzorce.
Keywords:	Blagovna znamka, podoba blagovne znamke, grafično oblikovanje, minimalizem, kompleksnost.
Place of publishing:	Maribor
Publisher:	L. Jemenšek
Year of publishing:	2025
PID:	20.500.12556/DKUM-92165
UDC:	659.126
COBISS.SI-ID:	236295427
Publication date in DKUM:	19.05.2025
Views:	120
Downloads:	49
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:	17.03.2025

Secondary language

Language:	English
Title:	The simplicity of the visual packaging design and the perception of the brand image
Abstract:	The master's thesis explores the connection between packaging design approaches and the perceived brand image among consumers. The thesis examines how different visual styles, from minimalism to complex design, influence consumers' perception of certain brand attributes, such as quality, innovation, affordability, and some of the other values that brands communicate through packaging. The research is based on the analysis of respondents' responses to three different design styles of chocolate packaging "CAKAO", which were designed specifically for research purposes. Minimalist design was perceived as elegant, high-quality, and youthful, while complex design is associated with creativity, tradition and accessibility. Moderate design, which represents the middle ground between the two approaches, proved to be the most balanced and received the highest scores on criteria such as sincerity, quality, and innovation. One of the objectives of the research was also a generational view of preferences in packaging design. The results showed that Generation Z prefers minimalist packaging designs, as they associate them with a modern, high-quality, and more authentic brand. Older generations were more diverse in their choices, often expressing a greater preference for complex designs. These findings confirm the importance of adapting packaging to specific target groups for companies to more successfully communicate their values and identity in a competitive market. The research emphasizes that the visual image of packaging has a significant impact on the perception of a brand and its position in the market. At the same time, it points out certain limitations, such as the focus on one product (chocolate), the availability of literature and the specificity of the target group, which may make the results not directly applicable to other cultural or specific products. Nevertheless, the task offers insights for companies and designers, as the findings highlight how thoughtful packaging design can help communicate the desired brand identity and create an emotional connection with the target group. It also opens space for further research that would include a different range of products, longer time periods or more diverse patter
Keywords:	Brand, brand image, graphic design, minimalism, complexity.

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