Ustreznost barvnih kombinacij za tržne znamke bank na slovenskem trgu

Mrkobrada, Karla (avtor), Stanković Elesini, Urška (mentor), Toroš, Jani (komentor)

Barve so močno komunikacijsko sredstvo, ki vpliva na podzavestno raven ljudi, prenaša številne pomene in vzbuja različne asociacije. Kot del vsake znamke, ki na današnjem nasičenem trgu predstavlja več kot le grafični znak, je treba za pravilno izražanje osebnosti in podobe podjetja premišljeno izbrati vsak element. Grafični oblikovalci morajo dobro poznati pomen in vpliv posameznega elementa. Z raziskavo, ki je bila izvedena v sklopu magistrske naloge, smo želeli opozoriti na pomen in ustreznost barv in barvnih kombinacij v znamkah podjetij, pri čemer smo se osredotočili na bančno dejavnost. Zanimalo nas je, ali obstaja enoten barvni vzorec znamk v bančni dejavnosti, pri čemer ta barvni vzorec vzbuja asociacije na vrednote, ki so primerne bančni dejavnosti. V literaturi je modra predlagana kot globalno najbolj priljubljena barva ne glede na različne atribute in določen barvni vzorec znamk, ki obstaja v bančništvu. Kot je razvidno v nalogi, odgovori slovenskih potrošnikov in barve obstoječih bančnih znamk na slovenskem trgu sledijo ugotovitvam v literaturi. Opravili smo analizo obstoječih bančnih znamk na slovenskem trgu in analizirali, kako slovenski potrošniki dojemajo barvo in kako jo povezujejo z različnimi dejavnostmi in vrednotami, oblikovali znamko za namišljeno banko ter se spraševali po njeni najustreznejši barvi ali barvni kombinaciji. Mnenje, da se ustrezne barve za bančništvo in vrednote, ki so bile izbrane za to dejavnost, skladajo, smo ovrgli. Z analizo barv in barvnih kombinacij smo potrdili hipotezo, da barve najbolj prepoznavne slovenske banke vplivajo tudi na končni izbor preferenčne barve za logotip bančnega podjetja. Barve so mistično področje, ki jih vsak posameznik vidi skozi svoje oči. Barva skupaj s pravilno strategijo in izbiro ostalih elementov znamke podpira podobo podjetja, ki naj bi pri izbiri elementov izhajala iz vrednot in podobe, ki jo želi projicirati na trgu.

• Jezik: Slovenski jezik
• Ključne besede: asociacije, bančništvo, barva, dejavnost, logotip, znamka
• Vrsta gradiva: Magistrsko delo/naloga
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Leto izida: 2020
• PID: 20.500.12556/RUL-114681
• Datum objave v RUL: 04.03.2020

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Colour combination suitability for bank brands in Slovenia

Izvleček

Colour is a powerful means of communication which affects people on a subconscious level, conveys different meanings and evokes various associations. As part of every brand representing more than just a graphic symbol on today’s saturated market, it is necessary to choose each element carefully in order to correctly reflect the company’s identity and image. Graphic designers need to have a good understanding of the meaning and effects of individual elements. The aim of the research that was carried out within the scope of the master’s thesis was to highlight the meaning and adequacy of the colours and colour combinations used in company brands with focus on the banking industry. The research tried to establish if there was a common colour pattern used by brands in the banking industry, where this colour pattern was associated with the values that are appropriate for the banking industry. As suggested in the literature, blue is the most popular colour globally regardless of the different attributes and particular colour pattern used in brands, which can be observed in banking. As shown in the thesis, the responses of Slovenian consumers and the colours of existing banking brands on the Slovenian market are in line with the findings in the literature. An analysis of existing banking brands on the Slovenian market was carried out as well as a questionnaire in order to establish how Slovenian consumers perceive colour and how it is associated with different trades and values, and a brand for a fictional bank was designed by inquiring about the most appropriate colour and colour combination for it. The view that the most appropriate colours for banking correspond with the values which were selected for this trade was refuted. The results of a colour analysis and analysis of colour combinations support the hypothesis that the colours of the most recognisable Slovenian bank influence the final selection of preferential colours for a banking company logo. Colours are a mystical domain, seen differently through the eyes of every individual. Colour, along with the right strategy and other brand elements, promotes the company’s image and should be, when choosing these elements, derived from the values and image the company wishes to convey on the market.

• Ključne besede: associations, banking, brand, colour, logo, trade