engleski

Influence of Colour on Time of Maintaining the Message

Boja je integralni dio produkta usluge. Ima snažnu ulogu u stvaranju mišljenja o proizvodu, neovisno o tome pričamo li o računalu, sladoledu, majci ili web stranici. Odabir boje mora proizaći iz sveukupnosti faktora u specifičnosti simbola i njegove namjene. Boja je jedan od mnogih marketinških alata koji se koristi za kreiranje održavanja slike marke u korisničkoj svijesti. Naravno postoje i odstupanja, na primjer, marke namijenjene najmlađima su savršeno mjesto za eksperimentiranje s bojama, ali ipak treba poznavati granicu ukusa. Osim što je važno odabrati dobru paletu boja, važno je i odrediti kontrast te rasporediti boje po elementima marke i dr. oznaka. U radu su ispitivanja provedena s 20 ispitanika (od 20 do 40 godina starosti). Na poznatoj marki Red Bull mijenjani su odnosi tonova boja od primarnih do miješanih (sekundarne, tercijalne i ostale). Dokazano je da je vrijeme zadržavanja poruke, kao i frekvencija doživljaja marke, kod svih ispitivača najveće za primarne boje. Colour is and integral part of a product and service. Has a strong role in creating an opinion about product, regardless we are speaking about computers, ice creams, T – shirt or web page. Choice of colours must come out of a whole group of factors contained in symbol specificum and its application. Colour is one of a numerous marketing tools used for creating the maintaining of trade mark image in consume conscience. Certainly, there are some exceptions, for example, trade marks intended for the youngest are perfect area for experimenting with colours, but the borderline of good taste must be respected. Besides the importance of proper colour palette choice, it is important to determine the contrast and to arrange the colours according to elements of a trade mark and other designations. In this paper the investigations are performed on 20 examinees (20 to 40 years old). On well known trade mark Red Bull, the relations of hues were changed, from primary to mixed colours (secondary, tertiary, etc.). It has been confirmed that the time of maintaining the message as well as the frequency of experience of a trade mark, for all examinees were the highest for primary colours.

Colour; trade mark; maintaining the message

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