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Embalaža je usklajen sistem, sestavljen iz kakršnihkoli materialov, ki se uporabljajo za pripravo blaga, zaščito izdelkov, transport, distribucijo, dostavo in predstavitev. Je pomemben dejavnik pri prodaji kozmetičnih izdelkov in močno vpliva na njihovo funkcionalnost ter prepoznavnost znamke. Kozmetična embalaža ima široko množino materialov, ki so v uporabi, vsak pa ima svoje prednosti in slabosti. Kljub temu so še danes uporabljene skoraj vse vrste embalaže, najmanj pa je lesene in tekstilne. Namen diplomskega dela je bila izdelava kozmetične embalaže, izdelane po principu ekološkega oblikovanja. Cilj naloge je bil načrtovati in izdelati embalažo, ki bo vključevala eko dizajn in na koncu dati smernice omenjenega oblikovanja za tovrstno embalažo. V diplomskem delu je predstavljena splošna embalaža, kozmetična embalaža in vrste njenih materialov. Prav tako so obravnavane prednosti in slabosti posameznega materiala, hkrati pa tudi razmislek kako izbrati pravi material. Narejena je bila analiza kozmetičnih embalaž naravno certificiranih in konvencionalnih znamk ter primerjava in opredelitev glede na Gutenbergov diagram in princip Gestalt. V eksperimentalnem delu so predstavljeni idejna zasnova za prototip škatel, izbrani materiali in izdelana prototipa ekološko naravnane parfumske embalaže in darilne embalaže z nekaj dodane vrednosti in grafične dodelave. V razpravi sta prototipa škatel še grafično predstavljena, opisani so problemi in izzivi pri izdelavi ter zapisane smernice za oblikovanje ekoloških embalaž. V zaključku diplomskega dela je ugotovitev, da izdelava embalaže od začetka do konca ni enostaven in hiter korak ter da je pomembnih veliko dejavnikov, ki vplivajo na končni izdelek. Opravljena so bila pridobivanja informacij iz podatkovnih zbirk Web of Science, DIKUL – Repozitorij UL, Espace Net in Scopus. Packaging is a coordinated system made up of all kinds of materials, used for the preparing goods, protection of products, transport, distribution, delivery and presentation. It is an important factor in the sale of cosmetic products and influences its functionality and brand recognition. Cosmetic packaging has a wide range of materials that are in use, and each has its advantages and disadvantages. Nevertheless, almost all packaging is still used today, the least being wooden and textile. The purpose of the diploma thesis was the production of cosmetic packaging, made according to the principle of ecological design. The aim of the task was to plan and produce packaging that will include eco-design and finally guidelines for the design for this type of packaging. The diploma thesis generally presents packaging, cosmetic packaging and types of its materials. The advantages and disadvantages of each material are also discussed, as well as how to choose the right material. An analysis of cosmetic packaging of naturally certified and conventional brands was made, as well as a comparison and definiton according to the Gutenberg diagram and the Gestalt principle. In the experimental part, the conceptual design of the prototype of the boxes, selected materials and the prototype of the ecologically oriented perfume packaging and gift packaging with some added value and graphic finishing are presented. In the discussion the prototypes of the boxes are also graphically presented, the problems and challenges in their production are described, and guidelines for the design of ecological packaging are written down. To conclude the diploma thesis it is stated that the production of packaging from the very beginning to the end is not an easy and quick step and that many factors that affect the final product are important. The information was obtained from the data collections like Web of Science, DIKUL – Repozitorij UL, Espace Net and Scopus.

Vizualni vidik kozmetične embalaže ima glavno vlogo pri komunikaciji podjetja s potrošniki. Poleg estetskih značilnosti, ki prepričajo v nakup, mora embalaža zagotavljati tudi vse z zakonom določene informacije o proizvajalcu, izdelku in pravilni ter varni rabi izdelka. Ker so kozmetični izdelki običajno relativno majhni, se določeni podatki lahko zapišejo v obliki oznak. V diplomskem delu nas zanima, kako poznane so te oznake med potrošniki ter katere lastnosti izdelka ali same embalaže najbolj vplivajo na nakup izdelka. Pred začetkom raziskovanja smo postavili hipoteze, ki smo jih želeli potrditi ali ovreči. V teoretičnem delu smo se najprej spoznali z zakonodajo o zapisu podatkov na kozmetičnih izdelkih ter najpogostejšimi oznakami, ki jih najdemo na embalaži. V nadaljevanju smo želeli raziskati, katere so lastnosti izdelkov in embalaže, ki so v očeh potrošnika najpomembnejše kako dobro kupci sploh poznajo oznake na kozmetičnih izdelkih in kako hitro najdejo določene informacije na embalaži. Pri raziskovanju smo poleg ankete uporabili tudi tehnologijo za sledenje očesnim premikom. S tem smo med drugim omogočili tudi natančen vpogled v čas, ki ga potrebujejo za iskanje različnih podatkov na embalaži. V diplomski nalogi smo ugotovili, katere lastnosti embalaže najbolj vplivajo na nakup in kako pomembni so kupcem material embalaže, oblikovanje, cena izdelka, certifikati in oznake. The visual aspects of cosmetic packaging are highly important for communication between brands and consumers. Besides the aesthetic features which convince consumers into purchasing a product, packaging must also provide information about distributers, product itself and save usage of it. Since cosmetics are generally small, certain information can be displayed as a pictogram. In this diploma we wanted to find out how known are these labels among the consumers and which features of the product or the packaging influence the purchase of the product the most. Before starting the research, we set out hypotheses which we try to confirm or decline through our work. In the theoretical part, we define regulations for cosmetic products and describe the most common pictograms found on cosmetic packaging. In the following experimental part we explore which features of products and packaging are the most important in the eye of the consumer how aware are people of pictograms on cosmetic packaging and their meanings and how quickly they find specific information on the packaging. In addition to the survey, we also used eye tracking technology for our research. This allowed us to study the eye gaze of test subjects and get a precise insight into the time needed to find different information on the packaging. This diploma outlines basic guidelines for cosmetic packaging design and finds some effective and ineffective ways to display information on packaging. We defne which packaging characteristics influence the purchase the most and how important are packaging materials, design of the product, it‘s price, certificates and similar properties to the average consumer.