Analiza vpliva barve na učinkovitost grafično oblikovanega logotipa

Piko, Maja (avtor), Toroš, Jani (mentor), Stanković Elesini, Urška (komentor)

V magistrskem delu smo obravnavali vpliv barv na učinkovitost logotipa, pri čemer smo želeli ugotoviti, ali je barva najučinkovitejša za predstavljanje izbrane dejavnosti. Učinkovitost barve pomeni, da jo anketiranci prepoznajo kot najbolj preferenčno. Osrednji motiv naloge je bil dokazati vpliv barve na učinkovitost logotipa in njegovo boljšo povezanost, prepoznavnost ter pozitivno asociacijo na dejavnost, ki jo predstavlja. Logotip je sestavljen iz različnih elementov, eden izmed njih pa je tudi barva. Zanimal nas je način vplivanja dejavnikov na podzavestne odločitve v grafičnem oblikovanju. Pri analizi virov drugih avtorjev smo ugotovili, da je pri oblikovanju logotipa treba posvetiti posebno pozornost barvi, čeprav v primerjavi z drugimi elementi ni najpomembnejša. Obravnavali smo teoretične vire oblikovanja učinkovitega logotipa, za izbranega naročnika pa je v nalogi oblikovan nov logotip. Raziskava je bila narejena z analizo conjoint in spletnim programom za anketiranje. Rezultati so pokazali, da med različnimi elementi, ki vplivajo na odločitve, barva ni najbistvenejša, vendar ima določen vpliv na odločitve kupcev. V raziskavi ponudbe cirkuške umetnosti so se anketiranci največkrat odločili za rdečo barvo, izmed vrst predstav jih je najbolj prepričal nastop na prostem, izbrali so najdaljši čas trajanja predstave, največkrat pa so izbrali najnižjo ceno od ponujenih. Rezultati ankete so pokazali, da je za anketirance v povprečju najpomembnejša cena storitve, sledijo ji čas trajanja, vsebina ter nazadnje barva. Preizkusili smo kombinacijo ponudbe, pri kateri smo zamenjali modro barvo z rdečo, in ugotovili, da zamenjava izboljša preferenco anketirancev. Magistrska naloga odpira možnosti nadaljnjih raziskav o vplivu barv na podzavestne odločitve.

• Jezik: Slovenski jezik
• Ključne besede: logotip, barva, analiza, učinkovitost, vpliv
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Leto izida: 2017
• PID: 20.500.12556/RUL-95342
• Datum objave v RUL: 20.09.2017

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Analysis of colour influence on effectiveness of a logo design

Izvleček

In this master´s thesis we research how colour influences the efficiency of the logo and which of the used colours in the logo is the most efficient for the presentation of the selected activity. The efficiency of the colour means, that the respondents recognize it as the most preferable. Our main motive was to prove the influence of colour on the efficiency of the logo, on it`s better connectivity, visibility and positive association with the activity which is presented by the logo. The logo is composed of different elements. And one of them is colour. We were searching for a way, how to determine the factors, which influence subconscious decisions in graphic design. With the analysis of sources of other authors, we realised that in the designing of a logo we need to take special attention to the colours. Although the colour is not the most important in comparison to other elements of the logo. We went through the theoretical sources in the field of designing an efficient logo and designed a new logo for the customer. We performed the research with the help of the conjoint analysis and an internet program for surveying. The results showed that the colour is not the most important factor amongst the various elements, which influence the decisions of buyers, but has certain effect on that. In the research of the offers of circus art, the respondents were mostly preferring red colour. Among the different kind of performances, they were mostly convinced by open air performances. The time of performance was the longest and the price was most affordable amongst all the others. From the results of the poles we can conclude that on the average the respondents make their consumer decisions based on: firstly, the price and secondary the time, third the content of the performance, and lastly the colour of the logo. We tried the combination of the offer, where we changed the blue colour into the red, and we found out that this improves the preference of respondents. The master thesis opens the possibilities of further study research of the field of the colour influences on the subconscious decisions.

• Ključne besede: logo, colour, graphic design, efficiency, influence