20.500.12556/RUL-172045 Raziskava vpliva oblikovanja in materialov embalaže na potrošnikovo izbiro pri nakupu čokolade Research on Influence of Packaging Design and Materials on Consumer Choice in Chocolate Purchases V diplomskem delu smo se osredotočili na tematiko oblikovanja embalaže za čokolado z vidika uporabniške izkušnje, vizualnega izgleda in izbora različnih materialov. Namen diplomskega dela je bil oblikovati in izdelati tri različne oblikovalske koncepte embalaže, ki združujejo estetsko privlačnost, funkcionalnost in trajnost. V teoretičnem delu so najprej opredeljeni vloge embalaže pri potrošniških odločitvah, psihologija barv, vizualnih elementov in materialov ter aktualni trendi pri oblikovanju embalaže. Poudarek je bil tudi na uporabi materialov, ki so prijazni do okolja in čim manj obremenjujejo naravo. Dodana je bila tudi analiza trga embalaže za čokolado, kjer so raziskani trenutni pristopi k oblikovanju in raznolika ponudba na trgu. Eksperimentalni del zajema oblikovanje in izdelavo vseh treh različic embalaže, od začetne ideje do končne izvedbe. Uporabljene metode vključujejo izbiro materialov, opis njihovih osnovnih lastnosti, načrtovanje in grafično oblikovanje prototipov, tiskanje, izrezovanje in testiranje s pomočjo ankete in fokusne skupine. Rezultati raziskave so pokazali, da dizajn pomembno vpliva na nakupne odločitve, zlasti kadar embalaža izstopa in je narejena iz okolju prijaznih materialov. Prav tako se je pozitivno izkazala uporaba skritih sporočil. Na podlagi zbranih podatkov so bile potrjene vse postavljene hipoteze. Ugotovljeno je bilo, da embalaža močno vpliva na zaznavanje izdelka, zato je njen premišljeni dizajn ključnega pomena. In this thesis, we focused on the topic of packaging design for chocolate from the perspective of user experience, visual appearance, and material selection. The aim of the thesis was to design and create three different packaging concepts that combine aesthetic appeal, functionality, and sustainability. The theoretical part defines the role of packaging in consumer decision-making, the psychology of colors, visual elements, and materials, as well as current trends in packaging design. Emphasis was also placed on the use of materials that are environmentally friendly and have a minimal impact on nature. An analysis of the chocolate packaging market was also included, where current approaches to design and diverse offerings on the market were explored. The experimental part of the thesis involves designing and producing all three packaging versions, from the initial idea to the final implementation. The methods used include material selections, an examination of their basic properties, planning and graphic design of prototypes, printing, cutting, and testing through surveys and focus group. The research results showed that design significantly influences purchasing decisions, especially when the packaging stands out and uses environmentally friendly materials. The use of hidden messages also had a positive effect. Based on the collected data, all the proposed hypotheses were confirmed. It was concluded that packaging strongly affects product perception, making thoughtful design essential. oblikovanje embalaže nakupne odločitve potrošnikov karton anketa. packaging design consumer purchase decisions cardboard survey. true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-05 09:00:28 2025-09-05 09:00:39 2025-10-02 03:38:53 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 107056 25348.pdf 25348.pdf 1 A266BB1C3DEF58B7059020AC8CDD8E78 59a634fdd56b91c9098ea4bec39fd4457a44c9b97b4652c08f282439ed0564f6 e2e7484d-8a25-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=215769 Naravoslovnotehniška fakulteta 0 0 0