THE EFFECT OF PACKAGING ON THE PRODUCT IMAGE

Namen diplomskega seminarja je bil ugotoviti vpliv embalaže na podobo izdelka. Najprej smo bolj podrobno opredelili podobo in embalažo, v nadaljevanju pa smo na podlagi člankov in raziskav oba pojma povezali in ugotavljali pomen in vlogo embalaže na podobo izdelka. Prišli smo do ugotovitve, da je embalaža še posebej pomembna pri prvem nakupu izdelku, ko porabnik izdelka še ne pozna. Embalaža lahko namreč s svojim izgledom porabnika pritegne in povzroči, da porabnik izdelku nakloni pozornost ter ga tako izzove k nakupu. Kot smo ugotovili iz ene izmed raziskav, skušajo oblikovalci z različno izbiro barv, pisav, oblik ,motivov in slik na embalaži, porabniku sporočiti, komu je določen izdelek namenjen, , ter na ta način pri določeni ciljni skupini ustvariti podobo, ki jo je organizacija načrtovala. Kot smo lahko razbrali iz rezultatov raziskave, pa lahko porabnik na podlagi prej omenjenih grafičnih elementov že na daleč presodi, če določen izdelek spada v tisto kategorijo, ki jo išče in želi kupiti. Pri načrtovanju embalaže je zato potrebna velika odgovornost in previdnost, saj mora biti embalaža takšna, da bo pripomogla k ugodni podobi in uspešni prodaji. K temu bodo najbolj pripomogle ustrezno izbrane barve, motivi, besedilo in dizajn.The purpose of the dissertation was to determine the impact of packaging on the product image. First, we defined the concepts of image and packaging in detail and then connected both concepts on the basis of various articles and research. With this we established the importance of the role of packaging on the product image, . We came to the conclusion that packaging is especially important with the first purchase of the product, when it is still unknown to the consumer. Packaging is able to attract a customer with its exterior, thus getting the consumers attention to the product and provoking them to purchase the product. The designers try to comunicate with the consumer to whom the product is intended by varying the choice of colors, fonts, design motifs and images on packaging, as we found in one of the studies, and in this way create an image with a specific target group, as planned by the organization. As we can see from the survey results, the consumer can determine if the particular product belongs to the category he is looking for and wishes to buy based on the aforementioned graphical elements. Great responsibility and caution is needed when desingning the packaging so that it will be successful and will bring a positive image and good sales results. Selecting the appropriate colors, motifs, text and design will be most helpful