Naslov
Influence of beer label design on making decisions about choosing and buying products

Autori
Heđa, Marina ; Valdec, Dean ; Hajdek, Krunoslav ; Miljković, Petar

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), stručni

Izvornik
Proceedings - The Ninth International Symposium GRID 2018 / Kašiković, Nemanja - Novi Sad, 2018, 509-518

Skup
9th International Symposium on Graphic Engineering and Design (GRID 2018)

Mjesto i datum
Novi Sad, Srbija, 08.11.2018. - 10.11.2018

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
beer label ; design ; brand ; packaging

Sažetak
In the brewing industry there is a great competition among beer producers and the constant struggle for dominance on the market. The beer label for glass packaging is an important means of communicating with the customer and it represents a key part of the whole packaging which sells the product. This paper researches the impact of primary packaging and beer label on customer perception and purchase of products. The aim of this study was to examine customers’ perception of different elements of beer label design. Survey was conducted on a hundred adult males and females aged 18 to 65 years. The sample for conducting the survey consisted of six 0.5 bottles of different types of beer placed on the shelf. Based on the results of the research, conclusions were drawn about the influence and preference of the brand, about the elements that are crucial for the decision to purchase and the efficiency of individual graphic elements of the label.

Izvorni jezik
Engleski

Znanstvena područja
Grafička tehnologija, Interdisciplinarne tehničke znanosti, Informacijske i komunikacijske znanosti

POVEZANOST RADA