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undergraduate thesis
Analiza komunikativnosti vizualnog identiteta Zagreb Film Festivala
Zagreb: VERN University, 2024. urn:nbn:hr:146:492758
Živčić, Nika
VERN University

Institutional repository: VERN' University Repository

Cite this document

Živčić, N. (2024). Analiza komunikativnosti vizualnog identiteta Zagreb Film Festivala (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:492758

Živčić, Nika. "Analiza komunikativnosti vizualnog identiteta Zagreb Film Festivala." Undergraduate thesis, VERN University , 2024. https://urn.nsk.hr/urn:nbn:hr:146:492758

Živčić, Nika. "Analiza komunikativnosti vizualnog identiteta Zagreb Film Festivala." Undergraduate thesis, VERN University , 2024. https://urn.nsk.hr/urn:nbn:hr:146:492758

Živčić, N. (2024). 'Analiza komunikativnosti vizualnog identiteta Zagreb Film Festivala', Undergraduate thesis, VERN University , accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:146:492758

Živčić N. Analiza komunikativnosti vizualnog identiteta Zagreb Film Festivala [Undergraduate thesis]. Zagreb: VERN University ; 2024 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:146:492758

N. Živčić, "Analiza komunikativnosti vizualnog identiteta Zagreb Film Festivala", Undergraduate thesis, VERN University , Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:146:492758

Metadata
TitleAnaliza komunikativnosti vizualnog identiteta Zagreb Film Festivala
AuthorNika Živčić
MentorKrešimir Dabo (mentor)
GranterVERN University
Zagreb
Defense date and country2024-06-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Vizualni identitet organizacije važna je domena brendiranja koja može popraviti ili pogoršati imidž organizacije na tržištu. U današnje vrijeme ovom se segmentu marketinga pridaje sve veća pozornost u cijeloj industriji, pa tako i u sektoru kulture i umjetnosti. S obzirom na to da se literatura još uvijek nedovoljno bavi značajem i metodama izrade vizualnog identiteta među subjektima u kulturi, ovaj rad stavio je svoj fokus upravo na navedenu problematiku, pri čemu je provedeno empirijsko istraživanje među stručnjacima iz područja grafičkog dizajna i potrošačima kako bi se stekao uvid u mišljenja i doživljaje o vizualnom identitetu Zagreb Film Festivala, jedne od najposjećenijih kulturnih manifestacija u Hrvatskoj. Riječ je o mješovitoj metodi istraživanja koja je koristila dubinski intervju i anketni upitnik kao glavne instrumente istraživanja. U istraživanju su sudjelovala tri grafička dizajnera i 81 ispitanik, a iznosili su svoje stavove, iskustva i mišljenja o različitim domenama vizualnog identiteta Zagreb Film Festivala, uključujući njegove pojedine elemente, ulogu u prezentaciji vrijednosti i ciljeva festivala te sposobnost u privlačenju novih posjetitelja i povećanju profita. Nakon provedenog istraživanja, ključni rezultati pokazuju da ispitanici prepoznaju vizualni identitet Zagreb Film Festivala kao kreativan, prepoznatljiv i učinkovit u stvaranju pozitivnog imidža festivala, ali i da postoji podrška za modificiranje određenih elemenata vizualnog identiteta u narednim godinama radi osvježavanja i prilagodbe novim trendovima i potrebama publike.
Abstract (english)
The visual identity of an organization is an important domain of branding which can improve or worsen an organization's image in the market. Nowadays, this segment of marketing is receiving increased attention throughout the industry, including the culture and arts sector. Given that the literature is still insufficiently concerned with the importance and methods of creating a visual identity in the culture sector, this final paper is focused on the aforementioned issue, where empirical research was conducted among experts in the field of graphic design and consumers to gain insight into opinions and perceptions about the visual identity of the Zagreb Film Festival, one of the most visited cultural events in Croatia. A mixed research method was used consisting an in-depth interview and a survey questionnaire as the main research instruments. Three graphic designers and 81 consumers participated in the research, and they expressed their views and opinions about different domains of the Zagreb Film Festival's visual identity, including its elements, its role in the presentation of the festival's values and goals, and the ability to attract new visitors and increase profits. After conducting the research, the key findings indicate that respondents recognize the visual identity of the Zagreb Film Festival as creative, recognizable, and effective in creating a positive image of the festival. However, there is also support for modifying certain elements of the visual identity in the coming years to refresh and adapt to new trends and audience needs.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:492758
Study programmeTitle: Tourism and Hotel Management; specializations in: Tourism management, Hotel management
Course: Hotel management
Study programme type: professional
Study level: undergraduate
Academic / professional title: prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
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Created on2024-07-08 19:25:17