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Oblikovanje vizualne identitete butičnega vinarstva
ID Kante, Sara (Author), ID Pušnik, Nace (Mentor) More about this mentor... This link opens in a new window, ID Javoršek, Dejana (Co-mentor)

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Abstract
Diplomsko delo prikazuje postopek razvoja znamke in oblikovanje vizualne identitete butičnega vinarstva. V teoretičnem delu smo najprej pojasnili pomen znamke, vlogo čustvenega znamčenja in osebnosti znamke pri pridobivanju stalnih strank. Nato smo pojasnili psihologijo znamčenja, ki jo je potrebno upoštevati pri oblikovanju vizualne podobe znamke; pri tem smo se osredotočili na stranke, njihove osebnostne lastnosti in motive dejanj, ki smo jih prikazali na modelu Maslowe hierarhije potreb ter na psihologijo zaznavanja barv. Opisali smo pomen metode sporočanja z znaki oziroma s simboli in predstavili logotip, ki ima kot simbol znamke močno sporočilno vrednost. Pojasnili smo razlikovanje med logotipom, znamko in zaščitnim znakom, ker v praksi velikokrat pride do zamenjav in napačnega poimenovanja. V eksperimentalnem delu smo se pogovorili z naročnikom nove vizualne identitete, da bi spoznali njegove želje in s pridobljenimi informacijami postavili temelje znamke: njeno vizijo, namen, osebnost in vrednote. Izvedli smo raziskovalne pogovore s strankami in spoznali njihove potrebe ter njihove občutke o znamki butičnega vinarstva. V naslednji fazi smo na podlagi rezultatov pogovorov oblikovali oziroma določili osnovne elemente vizualne identitete: simbol, pisave in barve. Poleg tega smo ustvarili načrt spletnega mesta za zagotovitev optimalne uporabniške izkušnje. Na koncu smo z dosledno uporabo osnovnih elementov ustvarili celostno grafično podobo: logotip, etikete, obešanke, sekundarna embalaža steklenic za vino, vizitka, dopisni list, kuverta, spletno mesto ter profila socialnih omrežij (Instagram in Facebook).

Language:Slovenian
Keywords:butično vinarstvo, čustveno znamčenje, grafično oblikovanje, vizualna identiteta, znamka
Work type:Bachelor thesis/paper
Organization:NTF - Faculty of Natural Sciences and Engineering
Year:2021
PID:20.500.12556/RUL-127756 This link opens in a new window
Publication date in RUL:22.06.2021
Views:948
Downloads:154
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Secondary language

Language:English
Title:Designing the visual identity of boutique winery
Abstract:
The diploma thesis shows the process of brand development and the formation of the visual identity of the boutique winery. In the theoretical part, the importance of the brand, the role of emotional branding, and the brand’s personality in gaining regular customers are explained. We also described the psychology of branding that needs to be considered when designing a brand’s visual identity. The psychology of branding includes personality characteristics of customers, their motives of actions which are explained with Maslow’s hierarchy of needs and the psychology of colour perception. We described the importance of sign and symbol communication with an example of a logo with a substantial message value as a brand symbol. In practice, there are common misinterpretations and incorrect uses of terms a logo, a brand and a trademark, so we explained their meanings and clarified the differences. In the experimental part, we talked to the client about his requirements and the obtained information set the foundation of the brand: its vision, purpose, personality and values. We also talked to his customers. In these research interviews we learned about their wishes, needs, feelings and thoughts about the boutique winery. In the next phase, based on the results of the interviews, we designed the core elements of visual identity: the symbol, the fonts and the colours. We made the sitemap and wireframe model of a website to ensure an optimal user experience. In the end, we designed the complete visual identity for the client: logo, labels, hangers, secondary packaging of wine bottles, business card, letterhead, envelope, website and social network profiles (for Instagram and Facebook).

Keywords:boutique winery, emotional branding, graphic design, visual identity, brand

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