Uloga boje u kreiranju zaštitnog znaka i korporativnog vizualnog identiteta

Diana Bratić1, Maja Matas1, Petar Miljković2

diana.bratic@grf.hr, majamatasid@gmail.com, petar.miljkovic@unin.hr
1Sveučilište u Zagrebu, Grafički fakultet, Getaldićeva 2, Zagreb, Hrvatska
2Sveučilište Sjever, Trg dr. Žarka Dolinara 1, Koprivnica, Hrvatska

Sažetak

Poznato je da boja definira asocijacije na brand, te na taj način utječe na prepoznatljivost korporativnog identiteta što je od velikog značaja u kreiranju njegovih vizualnih elemenata. Stoga se u ovom radu nastojala istražiti povezanost dominantne boje zaštitnog znaka i pamtljivosti branda. Istraživanje je provedeno na ciljnoj skupini od 100 ispitanika u dobi od 18 do 25 godina jer su ispitanici te dobi najviše izloženi svim vrstama propagandnih aktivnosti različitih kompanija. Prikazivane su boje (crvena, narančasta, žuta, zelena, plava, ljubičasta, smeđa, te bijela, siva i crna) u ograničenom vremenskom intervalu, a ispitanici su ih trebali povezati s brandovima u čijem se zaštitnom znaku nalaze. Statističkom obradom dobivenih rezultata uočena je prevalencija crvene i plave kromatske boje, te sve tri akromatske boje. Također su zastupljeniji zaštitni znakovi koji uz ponuđenu dominantnu kromatsku boju sadrže i jednu akromatsku boju kao što je bijela ili crna. Saznanja proizašla iz rezultata ovog znanstvenog istraživanja dobra su referenca pri odabiru primarnih i sekundarnih boja u procesu kreiranja zaštitnog znaka kao temelja korporativnog vizualnog identiteta.
Ključne riječi: boja, brand, zaštitni znak, korporativni vizualni identitet, marketing

The role of a color in the creation of a trademark and corporate visual identity

Abstract

It is known that color defines brand associations, and thus affects the visibility of corporate identity which is of great importance in the creation of its visual elements. Therefore, this study investigates the connection between the dominant colors of the trademark and brand memorability. The study was conducted at the target group of 100 respondents aged 18 to 25 years because the respondents of this age are more likely to be exposed to all kinds of promotional activities of various companies. Shown are color (red, orange, yellow, green, blue, purple, brown, and white, gray and black) for a limited period of time, and the participants were supposed to connect each color with a brand with the trademark in each color. Through statistical analysis of the results prevalence of red and blue chromatic colors, and all three achromatic colors was observed. Also more frequent remembered trademarks are the one which contain one dominant chromatic color and one achromatic color such as white or black. The knowledge derived from the results of this scientific research is a good reference when choosing primary and secondary colors in the process of creating a trademark as the basis of corporate visual identity.
Key words: color, brand, trademark, corporate visual identity, marketing


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