20.500.12556/RUL-170157 Taktilni dizajn embalaže in pomen otipa pri komunikaciji blagovne znamke Tactile packaging design and importance of touch in brand communication Diplomsko delo je raziskovalo vpliv taktilnih elementov na zaznavanje prestiža pri embalaži kozmetičnih izdelkov. Namen dela je bil proučiti, kako otipljivi elementi, kot so slepi tisk, UV-lak in izsek, vplivajo na uporabniško zaznavo in izbiro izdelka. V okviru raziskave so bili oblikovani štirje prototipi embalaž z različnimi tiskarskimi tehnikami, ki so bile nato analizirane z anketnim vprašalnikom v obliki fokusne skupine. V slednji je sodelovalo 31 študentov Naravoslovnotehniške fakultete v Ljubljani. Rezultati raziskave so pokazali, da taktilni elementi vplivajo na videz embalaže, občutek kakovosti in zaznavo prestiža. Najvišje ocene so anketiranci pripisali embalaži z UV-lakom, ki je bila ocenjena kot najprijetnejša, vizualno privlačna in prestižna. Embalaža z izrezom je dosegla najslabše ocene, saj je bila večini neprijetna na otip in estetsko manj prepričljiva. Slepi tisk pa se je izkazal kot najzapomnljivejši. Ugotovljeno je bilo tudi, da bi bila večina anketirancev pripravljena plačati več za izdelke z otipljivimi dodelavami, če razlika v ceni ne bi bila prevelika. Na podlagi rezultatov se je potrdila domneva, da imajo taktilni elementi pomembno vlogo pri percepciji blagovne znamke in izdelka, predvsem v kontekstu luksuznih kozmetičnih produktov. Delo izpostavlja pomen združevanja taktilnih tehnik v sodobno embalažno oblikovanje in odpira možnosti za nadaljnje raziskave na področju veččutnega zaznavanja embalaže. The thesis investigated the influence of tactile elements on the perception of prestige in the packaging of cosmetic products. The purpose of the study was to study how tangible elements such as blind printing, UV varnish and cut-out affect user perception and product selection. Within the framework of the research, four prototype packaging using different printing techniques were designed, which were then analysed using a questionnaire in the form of a focus group. 31 students of the Faculty of Natural Sciences and Engineering in Ljubljana participated in the focus group. The results of the research showed that tactile elements affect the appearance of packaging, the sense of quality and the perception of prestige. The highest marks were attributed by the respondents to the packaging with UV varnish, which was rated as the most pleasant, visually appealing and prestigious. The cut-out packaging scored the worst marks, as it was unpleasant to the touch and less aesthetically convincing to most. The blind press, however, proved to be the most memorable. It was also noted that the majority of respondents would be willing to pay a higher price for products with tangible finishes if the price difference was not too great. Based on the results, the assumption that tactile elements play an important role in the perception of a brand and product, especially in the context of luxury cosmetic products, is confirmed. The work highlights the importance of combining tactile techniques into modern packaging design and opens up opportunities for further research in the field of multisensory perception of packaging. embalaža otip percepcija slepi tisk taktilni elementi UV-lak blind printing packaging perception tactile elements touch UV-varnish true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-07-02 13:31:47 2025-07-02 13:31:48 2025-07-03 04:43:26 0000-00-00 00:00:00 2025 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 105210 25201.pdf 25201.pdf 1 BA447D0188BD5566171D18D17E346A91 89d5ab65a5c5458986d3f831c7f201c4df0c7b89af1996f16e9b2c77f9293938 3eb45ee8-5736-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=212090 Naravoslovnotehniška fakulteta 0 0 0