Analiza vpliva vizualnih elementov embalaže izdelkov v spletni trgovini na nakupno odločitev

Gojić, Lana (author), Toroš, Jani (mentor), Stanković Elesini, Urška (comentor)

Namen magistrskega dela je bil z biometričnimi in nevrometričnimi merilnimi tehnikami ugotoviti vpliv vizualnih elementov embalaže izdelkov na uspešnost spletne prodaje. Z analizo smo želeli ugotoviti, kateri vizualni grafični elementi embalaže pri potrošniku najhitreje pritegnejo pozornost in kateri se jim zdijo pri nakupni odločitvi najpomembnejši. V teoretičnem delu so najprej na splošno predstavljeni spletna prodaja, embalaža, funkcije embalaže, njeno razvrščanje glede na namen uporabe in grafični elementi, pomembni za oblikovanje embalaže. Predstavljene so tudi nevromarketinške metode, ki so imele veliko vlogo v eksperimentalnem delu, pri raziskavi in testiranju anketirancev. Nadalje smo se v eksperimentalnem delu osredotočili na raziskavo, ki smo jo izvedli z anketnim vprašalnikom in nevromarketinškimi metodami. Uporabili smo napravo, prilagojeno sledenju vida, napravo, ki je zaznavala možgansko aktivnost nevronov, in tudi računalniško kamero, ki je prepoznavala obrazno mimiko in prikazovala smer vznemirjenja anketiranca. Meritve vseh uporabljenih naprav skupaj so bile jasno prikazane in obdelane na spletni platformi CoolTool. Z anketnim vprašalnikom in naštetimi metodami smo neposredno ugotavljali, kateri vizualni elementi embalaže so potrošnikom najprivlačnejši. Na podlagi statistične obdelave pridobljenih podatkov in ugotovitev smo določili vpliv vizualnih elementov embalaže izdelka na spletno prodajo. Natančneje, definirali smo pisavo, barvo in podobo embalaže, primerne za privlačno oblikovano embalažo, ki posledično vpliva na izboljšanje spletne prodaje. Embalaža zanimivega, razgibanega videza hitro pritegne pozornost kupcev, vendar pa mora ostati elegantno oblikovana, da bi bila kupcem všeč. Izbira barve je odvisna od prodajnega izdelka, pa tudi barv blagovne znamke. Vendar, lahko rečemo, da so svetle barve in tudi kombinacija svetlih barv s temnimi detajli dobra izbira pri oblikovanju embalaž izdelkov, namenjenih negi. Za jasne, berljive naslove je najbolje uporabiti linearno pisavo.

• Language: Slovenian
• Keywords: nevromarketinške metode, oblačna spletna platforma CoolTool, privlačno oblikovana embalaža, vizualni elementi embalaže
• Work type: Master's thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2022
• PID: 20.500.12556/RUL-142146
• Publication date in RUL: 21.10.2022

Secondary language

• Language: English
• Title: Analysis of product packaging visual elements impact in online store on purchase decision

Abstract

The aim of this master thesis was to use biometric and neurometric measurement techniques to determine the impact of visual elements of product packaging on online sales performance. The analysis was aimed at finding out which visual graphic elements of packaging attract consumers' attention the fastest and which ones they consider the most important when making a purchase decision. The theoretical part of the study first provides a general overview of online sales, packaging, the functions of packaging, the classification of packaging according to its intended use and the graphic elements relevant to packaging design. It also presents the neuromarketing methods that played a major role in the experimental part, in the research and in the testing of the respondents. Furthermore, in the experimental part, we focused on the research carried out with a questionnaire and neuromarketing methods. We used a device adapted to vision tracking, another device that detects the brain activity of neurons, and a computer camera that recognises facial expressions and shows the direction of the respondent's agitation. The measurements of all the devices used together were clearly displayed and processed on the CoolTool cloud-based online platform. The questionnaire and the above methods were used to directly identify which visual elements of packaging are most appealing to consumers. Based on the statistical processing of the data and the findings, we determined the impact of the visual elements of product packaging on online sales. More specifically, we defined the font, colour and image of packaging suitable for an attractively designed packaging, which in turn has an impact on improving online sales. Packaging with an interesting, varied appearance quickly attracts the attention of customers, but it has to remain elegantly designed in order to appeal to customers. The choice of colour depends on the product being sold, as well as the brand colours. However, it can be said that light colours and also the combination of light colours with dark details are a good choice when designing packaging for personal care products. For clear, legible headlines, it is best to use a linear font.

• Keywords: neuromarketing methods, CoolTool cloud-based online platform, attractively designed packaging, visual elements of packaging