20.500.12556/RUL-178809 Vpliv vizualne zasnove embalaže na nakupne odločitve potrošnikov v različnih industrijah Impact of visual packaging design on consumer purchase decisions across different industries Namen magistrskega dela je bil raziskati vpliv vizualnih elementov embalaže na zaznavo potrošnikov in njihove nakupne odločitve. V raziskavo so bile vključene tri industrije: prehrambna, kozmetična in dekorativna. Za vsako industrijo so bile razvite tri različne oblikovne linije embalaže, ki so se razlikovale glede na barvno paleto, oblikovno zasnovo ter besedilne informacije. Vse embalaže so bile natisnjene in sestavljene v fizični obliki, da je bil v njihov končni videz in funkcionalnost omogočen realen vpogled. Empirični del temelji na spletni anketi, izvedeni na platformi 1KA, ki je vključevala 25 vprašanj. Anketiranci so odgovarjali na vprašanja, povezana z vizualno privlačnostjo, odločitvami za nakup, zaznavo kakovosti, cenovno umestitvijo, trajnostnim vidikom in pomenom besedilnih informacij na embalaži. Rezultati so pokazali, da potrošniki v različnih industrijah različno vrednotijo embalažo. V prehrambni industriji je največ pozornosti pritegnila črno-bela embalaža, v kozmetični in dekorativni industriji pa embalaža v pastelnih barvnih odtenkih. Minimalistične zasnove so bile v vseh treh industrijah zaznane kot izdelki višjega cenovnega razreda. Izrez kot vizualni element je bil pomemben predvsem v prehrambni industriji, medtem ko so v kozmetični in dekorativni industriji imele večjo vlogo ilustracije. Največjo težo besedilnih informacij so potrošniki pripisali kozmetičnim izdelkom, sledili so prehrambni, najmanj pomembne pa so se jim zdele v dekorativni industriji. Zaključimo lahko, da kombinacija vizualnih in verbalnih elementov embalaže pomembno vpliva na potrošnikovo dojemanje izdelka. Vizualna zasnova je ključna pri prvem vtisu, besedilne informacije pa povečujejo zaupanje in odločitev za nakup. The purpose of this master’s thesis was to examine the impact of visual packaging elements on consumer perception and purchasing decisions. The study included three industries: food, cosmetics, and decorative products. For each industry, three different packaging lines were developed, varying in color palette, design concept, and textual information. All packaging prototypes were printed and assembled in physical form to enable a realistic evaluation of their final appearance and functionality. The empirical part was based on an online survey conducted on the 1KA platform, which included 25 questions. Respondents evaluated visual attractiveness, purchase decision, perceived quality, price positioning, sustainability aspects, and the importance of textual information on packaging. The results showed that consumers value packaging differently depending on the industry. In the food industry, the black-and-white packaging attracted the most attention, while in the cosmetic and decorative industries, pastel-colored packaging was preferred. Minimalist designs were perceived across all three industries as products of a higher price range. The cut-out element proved significant primarily in the food industry, whereas in the cosmetic and decorative industries, illustrations played a more important role. Textual information was considered most relevant in the cosmetics industry, followed by food products, and least important in the decorative segment. It can be concluded that the combination of visual and verbal packaging elements strongly influences consumer perception of a product. Visual design plays a crucial role in the first impression, while textual information enhances trust and purchasing decisions. embalaža vizualni elementi potrošnik nakupna odločitev trajnost cena packaging visual elements consumer purchase decision sustainability price true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-01-30 09:00:30 2026-01-30 09:00:33 2026-02-01 04:37:55 0000-00-00 00:00:00 2026 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 113026 28397.pdf 28397.pdf 1 07AC0ADFD111FCB37083A9A1A2B8BDFA 6af52bdee4f46ef250e02827b23bc15d78538abb0adad8cd8fa2e84ddc423f6e b8be600f-fdb1-11f0-a1ba-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=226792 Naravoslovnotehniška fakulteta 0 0 0