Primerjava in oblikovanje etiket piva

Šmigoc, Eva (author), Pušnik, Nace (mentor)

Namen diplomskega dela je primerjava in grafično oblikovanje etiket piva. Pri tem je poudarek na področju Slovenije in Nemčije, kjer etiket ni težko razlikovati. Na nemških etiketah je velikokrat možno videt zastarele motive in pisave, ki ne nagovarjajo mladih potrošnikov. V raziskavi je odkritih nekaj bistvenih razlik, ki imajo vpliv na potrošnika v posamezni državi. Teoretični del se začne z raziskovanjem izvora nastanka piva, zgodovine in priljubljenosti piv v državah. Sledi primerjava dveh izbranih piv iz obeh držav. Izbrani pivi iz Slovenije sta bili hkrati najbolj priljubljeni pivi, Laško in Union. Za Nemčijo, kjer je trg pivovarstva veliko večji, pa sta izbrani pivi Stuttgarter Hofbräu in Wulle, ki izvirata iz mesta Stuttgart. Analizirane so tudi etikete piv in ključni podatki na njih. V nalogo so vključene informacije o trendih v grafičnem oblikovanju, barvah in tipografiji. Vključena je tudi manjša raziskava trga o tem, kako s pomočjo oglasnih sporočil in grafičnega oblikovanja nagovoriti mlajšo populacijo. V praktičnem delu je izveden proces oblikovanja, ki temelji na skicah in zbiranju idej. Pri oblikovanju s pomočjo programa Adobe Illustrator je kot opora služila analiza blagovnih znamk piv, ki je obravnavana v teoretičnem delu. Cilj naloge je spremeniti oblikovne podobe etiket in se ne popolnoma odmakniti od izvirnih etiket. Etikete so bile zamenjane z izvirnimi na fotografijah steklenic s pomočjo programa Adobe Photoshop, nato pa uporabljene v naslednjem koraku, anketi. Pomembno je bilo vprašanje, če so anketiranci že pili katero izmed izbranih piv, ker smo predvidevali, da bi to lahko vplivalo na njihovo odločitev. Želeli smo primerjati piva ter pridobiti mnenje, kaj jim je bolj všeč na izvirni etiketi in kaj na prenovljeni. Težnja je bila tudi po primerjanju obeh prenovljenih etiket in izbiri, katera grafična podoba se anketirancem zdi bolj uspešna in priljubljena pri mladih. Na koncu so bili zbrani rezultati. Ugotovitve so pokazale, da na priljubljenost etiket v veliki meri vpliva tudi navezanost na izvirno etiketo.

• Language: Slovenian
• Keywords: etiketa, grafično oblikovanje, primerjava, pivo
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2022
• PID: 20.500.12556/RUL-139430
• Publication date in RUL: 02.09.2022

Secondary language

• Language: English
• Title: Comparison and design of beer labels

Abstract

The aim of the diploma thesis is to compare and design beer labels. The countries in focus are Slovenia and Germany, which are easy to distinguish. On German labels, we often see old-fashioned motifs and fonts that don't appeal to young consumers. According to the study, there are some significant differences that impact consumers in each country. An introduction to the theoretical part begins with a study of the origins of beer, its history, and the popularity of beer in various countries. This is followed by a comparison of two selected beers from both chosen countries. Selected beers from Slovenia are also the most popular beers, Laško and Union. For Germany, where the beer market is larger, Stuttgarter Hofbräu and Wulle were selected. Both are from the city of Stuttgart. The analysis also included key data on beer labels. The thesis includes information about trends in graphic design trends and important information about colours and typography. Also included is a market research on how to address the younger population through advertising and graphic design. In the practical part, a design process based on sketches and collecting ideas was carried out. An analysis of beer brands, which was discussed in the theoretical part, helped when designing with Adobe Illustrator. The goal was to design new beer labels and ensure that they do not deviate entirely from the origin labels. Using Adobe Photoshop, the original labels on the beer photos were replaced with the redesign, which was used in the next step - the survey. A pertinent question was whether the respondents had already drunk any of the selected beers, in order to anticipate that this could influence their decision. We compared the original label and the redesign label to see which was preferred by the public. The aspiration was also to compare the two redesigned labels and choose which design they find more successful and popular with young people. In the end, we gathered the results. The findings showed that the popularity of labels is largely influenced by the attachment of the original label.

• Keywords: label, graphic design, comparison, beer