| Abstract | Bitan je značaj komunikacije u okviru marketingu s naglaskom na vizualni aspekt. Kroz vid kupci dolazeći na prodajno mjestu dohvaćaju značajan dio informacija. Iz tog razloga pakiranje samog proizvoda ne smatra se samo bitnim alatom komunikacije nego i predmetom kojim se velikom brzinom razlikuje od konkurentskih proizvoda u polici. S druge strane, boje u marketingu je prilično subjektivan doživljaj, ali bitno je istaknuti kako boja pakiranja proizvoda označava poduzeće, odnosno na taj način ističu svoj identitet čime u budućnosti potrošačima djeluje na pamćenje određenog proizvoda. Dizajn služi da se cijela priča o proizvodu zaokruži, a sam taj segment je veoma uzbudljiv i aktivan. Osobe koje se bave dizajnom proizvoda često pred sobom imaju izazov koji moraju riješiti, a ono što moraju ponuditi da se problem riješi treba biti jednostavno, svrhovito i prihvatljivo za samog primatelja. Također, važno je istaknuti kako finalan proizvod po najnovijim trendovima mora sadržavati ekološku komponentu, odnosno mora biti ekološki prihvatljiv, proizvodnja mora biti prihvatljiva za okružje i okolinu, a sam životni vijek duži.
Važno je istaknuti da je sami dizajn, kao i njegova pamtljivost odlučujuća u pozicioniranju samog proizvoda u samu svijest potrošača, što kasnije dovodi i do ponovne kupnje istog proizvoda te stvaranje lojalnosti. Posljednji doticaj na relaciji poduzeća i potrošača zapravo je boja, oblik te ono što se nalazi u pakiranju, a ključno je za donošenje odluke o kupnji. Nužno je da pakiranje proizvoda pruži sve svrsishodne informacije o proizvode, upute o korištenju, te stvori efekt iznenađenje. Često emocionalno stanje potrošača, raspoloženje u kojemu se nalazi, kao i sama srdačnost trgovaca može biti odlučujući faktor pri kupnji određenog proizvoda. |
| Abstract (english) | The significance of communication in marketing with an emphasis on the visual aspect is essential. Through sight, customers arriving at the point of sale obtain a significant part of information. For this reason, the packaging of the product itself is not only considered an essential communication tool, but also an object that quickly differentiates itself from competing products on the shelf. On the other hand, colors in marketing is a rather subjective experience, but it is important to point out that the color of the product packaging indicates the company, that is, in that way they emphasize their identity, which affects the memory of a certain product in the future for consumers. The design serves to complete the entire story about the product, and that segment itself is very exciting and active. People who deal with product design often have a challenge in front of them that they have to solve, and what they have to offer to solve the problem should be simple, purposeful and acceptable to the recipient. Also, it is important to point out that according to the latest trends, the final product must contain an ecological component, i.e. it must be ecologically acceptable, the production must be acceptable for the environment and the environment, and the lifespan itself should be longer.
It is important to point out that the design itself, as well as its memorability, is decisive in positioning the product itself in the consumer's consciousness, which later leads to repeated purchases of the same product and the creation of loyalty. The last touch in the relationship between the company and the consumer is actually the color, shape and what is in the packaging, and it is crucial for making a purchase decision. It is necessary for the product packaging to provide all relevant information about the products, instructions for use, and create a surprise effect. Often, the emotional state of the consumer, the mood in which he is, as well as the friendliness of the merchants can be a decisive factor when buying a certain product. |
