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Odzivi na čutno obogateno celostno grafično podobo
Armič, Tjaša (Author), Stanković Elesini, Urška (Mentor) More about this mentor... This link opens in a new window, Urbas, Raša (Co-mentor)

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Abstract
Celostna grafična podoba je pomemben del celote in prepoznavnosti vsakega podjetja, tako večjih družb kot manjših butikov. Le redkokdo pa v svojo celostno grafično podobo vključi prijeten vonj izbrane dišave. V ta namen smo v družinskem podjetju Avtomati Armič najprej preliminarno testirali vpliv vonja kave na željo po njenem zaužitju. Opazovali smo odzive testiranih oseb v prostoru z načrtno dodanim naravnim vonjem kave. Ugotovili smo, da moramo biti zelo pazljivi, kje in kako želimo uporabiti vonj kave. Vonj mora biti prijeten in nevsiljiv. Namen in cilj magistrskega dela sta bila oblikovati celostno grafično podobo in jo obogatiti z dišečimi mikrokapsulami, katerih jedro je vsebovalo kavni ekstrakt. Oblikovali smo dva nova logotipa in ju umestili v na novo oblikovan dizajn mape, vizitke in pisemske ovojnice. Za dosego končnega rezultata smo uporabili dve različni tehniki tiska – laserski elektrofotografski tisk in sitotisk. V nadaljevanju smo na papirnem substratu s potiskom sitotiskarske barve z dodanimi dišečimi mikrokapsulami in brez potiska opravili različne preiskave. Senzorično smo ocenili vonj na vzorcih, potiskanih s sitotiskarsko barvo in dodanimi mikrokapsulami. Testiranje je trajalo štiri mesece v prostoru brez vonja, in sicer v dopoldanskem času. Ob testiranju vzorcev smo pripravili vprašalnik za testirane osebe. V drugem delu testiranja so intenzivnost vonja potiskanih vizitk ocenjevale testne osebe, vključili pa smo tudi stranke podjetja. Obe testni skupini sta izpolnjevali tudi zaključni vprašalnik Vonj kot marketinško orodje. Iz rezultatov, ki smo jih pridobili med vsemi tremi testiranji, smo ugotovili, da sitotiskarske barve z dodanimi dišečimi mikrokapsulami oddajajo prepoznaven vonj dalj časa ter da njihova prisotnost na celostni grafični podobi privablja kupce in oddaja pozitivne učinke. Prisotnost prijetnega vonja je v celostni grafični podobi zaželena, saj pozitivno vpliva na odločitve kupcev. Kupci posvečajo zelo veliko pozornosti vonju v prostoru in vonju izdelkov, ki jih kupujejo, še posebej pri nakupovanju izdelkov za osebno nego. Nad pričakovanji pa je bil tudi odgovor, da bi kar nekaj anketiranih z večjim veseljem podpisalo pogodbo, če bi bila ta odišavljena.

Language:Slovenian
Keywords:celostna grafična podoba, vonj, mikrokapsule, kavni ekstrakt, sitotisk
Work type:Master's thesis/paper (mb22)
Organization:NTF - Faculty of Natural Sciences and Engineering
Year:2018
Views:483
Downloads:206
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Secondary language

Language:English
Title:Responses to the sensualy enriched corporate visual identity
Abstract:
Corporate identity is an important principle that is recognised by all companies, both larger corporations and smaller boutiques. However, it is rare to incorporate a selected fragrance into the corporate identity of a company. Our family company Avtomati Armič has carried out preliminary tests of the effect of the scent of coffee on the desire for its intake. We observed the responses and reaction of people in a room that was intentionally infused with the natural scent of coffee. We found that it is necessary to be careful of where and how we want to use the scent of coffee. The scent must be pleasant and unobtrusive. The purpose and aim of this master's thesis was to create a corporate identity and enrich it with fragrant microcapsules, the core of which contained a coffee extract. We have created two new logos and executed them as newly designed stationary, business cards and letter envelopes. We used two different printing techniques to achieve the final ressults - laser electrophotography and screen printing. We carried out a variety of tests, printing paints with added fragrant microcapsules on a paper substrate, using the same graphic print without fragrant microcapsules as a control. We conducted a sensory assessment of the odor of samples printed with screen printing paint alone, and with paints contianing added microcapsules. The tests were conducted in an odorless room, during afternoons, over a four month period. During this pilot study we prepared a questionnaire for our test subjects. In the second part of testing, the intensity of the scent of printed business cards was assessed by test subjects, including the company's clients. Both test groups completed the final questionnaire "Scent as a Marketing Tool". From the results obtained during all three tests, we found that screen printings with paints with added fragrant microcapsules emit a recognizable scent for a long time, and that their presence as a corporate identity attracts customers and produces positive effects. The presence of a pleasant scent in corporate identity is desirable, since it positively influences the decisions of customers. Customers pay a lot of attention to the scent in a room and the products they buy, especially when shopping for personal care products. Above expectations, however, was the discovery that many respondents would gladly sign a contract if it was scented.

Keywords:corporate identity, scent, microcapsules, coffee extract, screen printing

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