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undergraduate thesis
Uloga boja u marketinškoj komunikaciji
Zagreb: University of Zagreb, Faculty of Croatian Studies, 2024. urn:nbn:hr:111:414109
Stanko, Petra
University of Zagreb
Faculty of Croatian Studies

Institutional repository: Repository of University of Zagreb, Centre for Croatian Studies

Cite this document

Stanko, P. (2024). Uloga boja u marketinškoj komunikaciji (Undergraduate thesis). Zagreb: University of Zagreb, Faculty of Croatian Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:111:414109

Stanko, Petra. "Uloga boja u marketinškoj komunikaciji." Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, 2024. https://urn.nsk.hr/urn:nbn:hr:111:414109

Stanko, Petra. "Uloga boja u marketinškoj komunikaciji." Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, 2024. https://urn.nsk.hr/urn:nbn:hr:111:414109

Stanko, P. (2024). 'Uloga boja u marketinškoj komunikaciji', Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:111:414109

Stanko P. Uloga boja u marketinškoj komunikaciji [Undergraduate thesis]. Zagreb: University of Zagreb, Faculty of Croatian Studies; 2024 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:111:414109

P. Stanko, "Uloga boja u marketinškoj komunikaciji", Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:111:414109

Metadata
TitleUloga boja u marketinškoj komunikaciji
Title (english)The Role of Colors in Marketing Communication
AuthorPetra Stanko
MentorIvan Burić (mentor)
MentorDražen Maleš (sumentor)
Committee memberIvan Burić (predsjednik povjerenstva)
Committee memberDražen Maleš (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Croatian Studies
Zagreb
Defense date and country2024-09-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Boja je doživljaj koji nastaje u mozgu, a provodi ga organ vida, odnosno oči. Boje se interpretiraju na različite načine, ovisno o čimbenicima poput spola, dobi, kulture i sl. Različite boje djeluju na nas na različite načine – to ovisi o našim sjećanjima i osjećajima prema određenoj boji, ali i o našim preferencijama prema nekoj boji. Dakle, u shvaćanju neke boje ne sudjeluje samo ta boja, već i sam čovjek koji ju tumači te njegove individualne osobine. Značaj boje u marketinškoj komunikaciji možemo potvrditi prema podatku da je upravo boja odgovorna za 85% razloga zašto netko odlučuje kupiti proizvod. Bitno je da se boje koriste kako bi pomogle u stvaranju pozitivnih konotacija potrošača prema proizvodu. Također, psihologija boja pomaže stručnjacima za marketinšku komunikaciju u određivanju prave boje ovisno o dojmu koji žele postići, budući da značajno utječu na percepciju brenda i ponašanje potrošača. U radu su obuhvaćeni različiti aspekti i definicije boje u kontekstu teorija i psihologije boje.
Abstract (english)
Color is a perception that occurs in the brain, facilitated by the organ of sight, namely the eyes. Colors are interpreted in various ways, depending on factors such as gender, age, culture, and so on. Different colors affect us in different ways – this depends on our memories and feelings towards a particular color, as well as our preferences. Therefore, the perception of a color involves not only the color itself but also the individual who interprets it and their personal characteristics. The significance of color in marketing communication is evidenced by the fact that color accounts for 85% of the reasons why someone decides to purchase a product. It is crucial that colors are used to help create positive associations for consumers towards a product. Additionally, color psychology aids marketing communication experts in selecting the right color based on the impression they want to achieve, as colors significantly influence brand perception and consumer behavior. The work covers various aspects and definitions of color in the context of color theories and psychology.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:111:414109
Study programmeTitle: Communication Studies (Single Major)
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-11-07 12:45:54