Uporaba barv pri oblikovanju logotipov za prehrambene izdelke

Vodnik, Žan (author), Bračko, Sabina (mentor)

Logotip podjetja je najosnovnejši in najpomembnejši element celostne grafične podobe, barva pa je ena od pomembnejših lastnosti logotipa, ki predstavlja podjetje in ima velik vpliv na kakovost logotipa. Ljudje barve dojemajo različno; njihovo dojemanje je posledica fizikalnih in psiholoških učinkov svetlobe. Vsaka barva v ljudeh vzbuja drugačne občutke, zato je pomembno, da je za podjetje izdelan logotip v pravi barvi, ki bo ljudem sporočala to, kar si podjetje želi. Pravilna izbira barve lahko logotip močno izboljša, napačna pa lahko kupca zmede in celo podzavestno odvrne od nakupa. V teoretičnem delu je opisana barva in njene lastnosti ter kako ljudje zaznavajo barve. Predstavljen je tudi logotip, uporaba tipografije v logotipu, različne vrste logotipov in pomen ter uporaba barv v njem. Na podlagi dosedanjih raziskav in pregleda stanja na slovenskem tržišču so v teoretičnem delu postavljene hipoteze, ki so bile preverjene v eksperimentalnem delu. Odgovori, ki so bili zbrani z anketo, so v eksperimentalnem delu analizirani in grafično prikazani. Rezultati raziskave so pokazali, da ima barva pomemben vpliv na oblikovanje logotipov. Za logotipe mlečnih izdelkov so najprimernejše barvne kombinacije, ki vsebujejo modro barvo, kombinacije, ki vsebujejo zeleno barvo in kombinacije med njima. Najmanj pa so primerne kombinacije, ki vsebujejo rdečo barvo. Prav tako je bilo v drugem delu raziskave ugotovljeno, da sta za logotip mlečnih izdelkov najprimernejši zelena in modra barva, pomembno pa je tudi, da za izdelavo uporabimo pravilen odtenek barve. Najmanj pa sta za to vrsto logotipa primerni oranžna in rdeča barva.

• Language: Slovenian
• Keywords: barva, logotip, oblikovanje z barvami, pomen barv, psihologija barv
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2021
• PID: 20.500.12556/RUL-129702
• Publication date in RUL: 07.09.2021

Secondary language

• Language: English
• Title: Use of colour in logotype design for food products

Abstract

The company logotype is the most basic and most important element of the corporate identity, while colour is one of the most important features of the logotype, which represents the company and has a great influence on the quality of the logotype. People perceive colour differently because of the physical and psychological effects of light. Each colour evokes different feelings in people, so it is important to create a logotype in the right colour for the company, that will communicate what the company wants to the people. Choosing the right colour can greatly enhance a logotype, and choosing the wrong colour can confuse the customer or even subconsciously deter them from buying the product. The theoretical part describes colour and its properties, and how people perceive colours. Logotype, the use of typography in logos, different types of logos and the meaning and use of colours in logotypes are also presented. Based on a review of previous research and an examination of the Slovenian market, the hypotheses were set up in the theoretical part, which were tested in the experimental part. The answers, collected in the survey were analyzed and presented in the experimental part. In the research, they found that colour has a significant impact on logotype design. For dairy logos, colour combinations containing blue and green or combinations between them are most appropriate. Combinations containing red are the least suitable. In the second part of the research they also found out that green and blue are the most suitable colours for dairy logos, and that it is also important to use the right shade of colour. It was also determined that orange and red are the least suitable colours for this type of logos.

• Keywords: colour, colour psychology, colours in design, logotype, meaning of colours