Analiza pomena barv pri embalaži za čokolado

Barva predstavlja zaznavanje svetlobe, ki se zgodi v posameznikovih možganih. Obkroža nas povsod, zato ima tudi zelo pomemben vpliv na naš vsakdan. Vsaka barva v nas vzbuja neke občutke, bodisi zavestno bodisi nezavestno. Za oblikovanje embalaže je treba proučiti različne barve in analizirati občutke, ki jih bodo vzbujale v potencialnih kupcih. Zunanjost embalaže naj bi odražala notranjost embalaže. V teoretičnem delu so opisane barve ter njihov psihološki in fiziološki pomen. Barve so opisane tudi kot zelo pomemben element pri oblikovanju embalaže, saj imajo znaten vpliv na potrošnika na embalaži in tudi na podlagi embalaže vplivajo na okus. Na podlagi raziskav so postavljene in utemeljene hipoteze, ki so analizirane v eksperimentalnem delu. Rezultati ankete so pokazali, da imajo barve različen vpliv na vsakega posameznika, kljub temu pa je možno povzeti nekatere splošne ugotovitve. Izmed barv, uporabljenih za oblikovanje lastne barvne palete, so se izkazale za najprimernejše manj nasičene barvne palete. Nasičene barvne palete so vzbujale okus grenkosti. Za mlečno čokolado so se odtenki rdeče in roza barve izkazali kot ustrezni. V zadnjem delu ankete so prikazane asociacije različnih barvnih palet že obstoječih blagovnih znamk. Izkazalo se je, da so anketiranci razmeroma dobro povezali barve embalaže z določenim okusom čokolade. Color is perception of the light that occurs in every individuals brain. It surrounds us everywhere and it has an important influence on our everyday life. Each color evokes certain feelings in us either consciously or unconsciously. For package designing we have to study different colors and analyze the feelings they will evoke in potential buyers. The outside of the packaging has to reflect the inside of the packaging. The theoretical part describes colors and their psyhological and physiological significance. Colors are also described as one of the most important elements in the packaging deaign because they have a significant impact on the consumer. Colors also influence the taste based on the packaging.On the basis of the research hypotheses were established and sustained. They were analyzed in the experimental part. The results of the survey showeed that colors have a different effect on each individual but it is still possible to summarize some general conclusions. Among the colors used to create our own color palettes the less saturated color palletes proved to be the most suitable. Saturated color palletes evoked the taste of bitterness. For milk chocholate shades of red and pink turned out to be appropriate. The last part of the survey shows associations of differnet color palettes of already existing brands. It turned out that the respondents associated the colors of the packaging with a certain flavor relatively well.