Grafične zasnove v spletnem oglaševanju

Bleiweis, Saša (avtor), Beja, Boris (mentor), Medved, Tanja (komentor)

V današnjem digitalnem okolju, kjer so uporabniki izpostavljeni poplavi informacij, je spletno oglaševanje postalo vse zahtevnejše. Učinkovitost oglasov je v veliki meri odvisna od njihovega videza: grafični elementi, vključno s tipografijo, z barvnimi shemami, s fotografijo, kompozicijo in kontrastom, igrajo pomembno vlogo pri privlačnosti in uspešnosti oglasov. V teoretičnem delu smo preučili zgodovino in razvoj spletnega oglaševanja, ključne platforme (Facebook in Instagram), osnovna načela grafičnega oblikovanja ter psihološke učinke tipografije in barv na ljudi. V nadaljevanju so bili analizirani sodobni trendi v spletnem oglaševanju. Ti vključujejo personalizirane, interaktivne in vizualno izčiščene oglase. Eksperimentalni del se je osredotočil na postopek pripravljanja fotografij in oblikovanja oglasov. Z uporabo profesionalnega studia ter programske opreme Adobe Lightroom in Photoshop smo zasnovali 14 oglasov z različnimi kombinacijami grafičnih elementov. Učinkovitost in privlačnost oglasov sta bili testirani s pomočjo ankete, v kateri je sodelovalo 100 ženskih anketirank, starih od 16 do 30 let. Rezultati ankete so potrdili večino hipotez. Pokazalo se je, da je izbira tipografije igra pomembno vlogo pri razumevanju in estetiki oglasa, pa tudi za njegovo estetsko privlačnost; pri primeru kontrasta so višje kakovosti fotografij in premišljene upodobitve objektov naredile oglase privlačnejše. Rezultati ankete so potrdili večino (vendar ne vse) hipotez. Pokazalo se je, da izbira tipografije močno vpliva na berljivost in estetsko zaznavo oglasa. Premišljena kompozicija objekta in uporaba fotografij z višjim kontrastom sta povečali privlačnost oglasa. Dekorativne pisave so bile ocenjene kot zahtevnejše za branje, barvne sheme so bile ključnega pomena za splošno privlačnost. Presenetljivo linearne pisave niso dosegle največ podpore, saj so anketiranci pogosteje izbrali oglase s pisavo s serifi, ker so tovrstno pisavo povezovali z eleganco in s prestižem. Diplomsko delo je dokazalo, da skrbno načrtovani vizualni elementi pomembno vplivajo na uspešnost spletnih oglasov. Ugotovitve ponujajo konkretna oblikovalska priporočila za prakso digitalnega oglaševanja, zlasti pri nagovarjanju mlajše ženske ciljne skupine.

• Jezik: Slovenski jezik
• Ključne besede: spletno oglaševanje, grafično oblikovanje, barvna shema, tipografija, kompozicija, fotografija
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Leto izida: 2025
• PID: 20.500.12556/RUL-172751
• Datum objave v RUL: 11.09.2025

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Graphic design in online advertising

Izvleček

In today's digital environment, where users are exposed to a flood of information, online advertising has become increasingly challenging. The effectiveness of advertisements depends to a large extent on their appearance: graphic elements, including typography, colour schemes, photography, composition and contrast, play an important role in the attractiveness and effectiveness of advertisements. In the theoretical part, we looked at the history and evolution of online advertising, the key platforms (Facebook and Instagram), the basic principles of graphic design and the psychological effects of typography and colours on people. In the following, contemporary trends in online advertising were analysed. These include personalised, interactive and visually refined ads. The experimental part focused on the process of preparing the photographs and designing the adverts. Using a professional studio and Adobe Lightroom and Photoshop software, we designed 14 ads with different combinations of graphic elements. The effectiveness and attractiveness of the ads was tested through a survey of 100 female respondents aged 16-30. The results of the survey confirmed most of the hypotheses. It was shown that the choice of typography plays an important role in the understanding and aesthetics of an advertisement, as well as for its aesthetic appeal; in the case of contrast, higher quality photographs and thoughtful depictions of objects made the advertisements more appealing. The survey results confirmed most (but not all) of the hypotheses. The choice of typography was shown to have a strong influence on the readability and aesthetic perception of the ad. The thoughtful composition of the object and the use of higher contrast photographs increased the attractiveness of the advertisement. Decorative fonts were judged to be more challenging to read, and colour schemes were key to overall attractiveness. Surprisingly, linear fonts did not achieve the most support, as respondents were more likely to choose ads with serif fonts because they associated this type of font with elegance and prestige. The thesis has shown that carefully planned visual elements have a significant impact on the success of online advertisements. The findings offer concrete design recommendations for digital advertising practice, especially when addressing a younger female target group.

• Ključne besede: online advertising, graphic design, colour design, typography, composition, photography