Vpliv logotipa na podobo blagovne znamke podjetja

Cerar, Katarina (avtor), Pušnik, Nace (mentor)

Kot potrošniki si pogosto ustvarimo mnenje na podlagi prvega vtisa. Če govorimo o izdelkih, je najverjetneje embalaža tista, ki prva pritegne našo pozornost, pa vendar ima tudi logotip kot sestavni del embalaže poglavitno funkcijo identifikacije podjetja in je posledično tudi odraz njegove blagovne znamke. Poleg prej naštetih funkcij logotip s svojimi sestavnimi elementi na potrošnike vpliva tudi s psihološkega vidika. Večja podjetja oblikovanju vizualne podobe blagovne znamke namenijo veliko časa in denarja, saj si z njo želijo pri potrošnikih vzbuditi določene čustvene odzive, s čimer lahko v neki meri predvidevajo in vplivajo na njihovo nakupovalno vedenje. V diplomski nalogi nas je zanimalo, v kolikšni meri izgled logotipa vpliva na potrošnikovo odločitev o nakupu ali izbiri izdelka oz. storitve in kako pomembno vlogo ima logotip podjetja v naboru vseh elementov, ki sestavljajo podobo blagovne znamke. V diplomski nalogi smo se osredotočili predvsem na pomen logotipa, raziskovali njegov vpliv na podobo blagovne znamke podjetja ter navsezadnje tudi na psihološki vidik logotipov pri potrošnikih in na njihove vedenjske procese. Na koncu smo v sklopu eksperimentalnega dela s pomočjo programske opreme Adobe Photoshop nekatere logotipe z namenom nadaljnje uporabe v anketi tudi poenostavili oz. jim spremenili določen atribut. V tem primeru smo se odločili za spremembo barvne sheme. S pomočjo analize rezultatov iz spletne ankete smo prišli do ugotovitev, da so potrošniki precej pozorni na logotip blagovnih znamk in da jim ta ne predstavlja zgolj identifikacijskega orodja. Prav tako smo ugotovili tudi, da sestavni elementi logotipa vplivajo na podobo blagovne znamke s strani potrošnikov.

• Jezik: Slovenski jezik
• Ključne besede: Grafično oblikovanje, logotip, podoba blagovne znamke, podjetje, potrošniki.
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Leto izida: 2022
• PID: 20.500.12556/RUL-139434
• Datum objave v RUL: 02.09.2022

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: The impact of logo design on company's brand image

Izvleček

As consumers, we often form an opinion based on first impressions. If we talk about products, the packaging is probably the first thing that we see but the logo, as an integral part of the packaging, also has the primary function of identifying the company and is consequently a reflection of its brand. In addition to the previously mentioned functions, the logo, with its constituent elements, also affects consumers psychologically. Larger companies spend a lot of time and money on creating a visual image of a brand because they want to arouse specific emotional responses in consumers to anticipate and influence their shopping behavior to some extent. Through the diploma thesis, we were interested in the extent to which the logo's appearance influences the consumer's decision to purchase or choose a product or service and how important the logo is in the set of all the elements that make up its brand image. In the diploma thesis, we focused mainly on the logo's meaning, researched its impact on the image of the company's brand, and, finally, on the psychological aspect of logos in consumers and their behavioral processes. As part of the experimental work, with the help of Adobe Photoshop software, specific attributes of some logos have been changed with the aim of further use in the survey. Changes made include simplification and/or change in the color scheme. With the help of the analysis of the results from the online survey, we concluded that the consumer pays much attention to the brand logo and that it is not just an identification tool. We also found that the components of the logo affect the brand's image by consumers.

• Ključne besede: Company, consumers, brand image, graphic design, logotype.