{"id":3495,"date":"2022-09-08T14:00:46","date_gmt":"2022-09-08T12:00:46","guid":{"rendered":"https:\/\/justprint.sk\/blog\/?p=3495"},"modified":"2023-02-09T14:47:33","modified_gmt":"2023-02-09T13:47:33","slug":"obal-meni-vnimanie-produktu-a-vytvara-spotrebitelske-navyky","status":"publish","type":"post","link":"https:\/\/justprint.sk\/blog\/2022\/09\/obal-meni-vnimanie-produktu-a-vytvara-spotrebitelske-navyky\/","title":{"rendered":"Obal men\u00ed vn\u00edmanie produktu a vytv\u00e1ra spotrebite\u013esk\u00e9 n\u00e1vyky"},"content":{"rendered":"\n

Aj ke\u010f sa hovor\u00ed, \u017ee kupujeme produkt a nie obal, svoje o\u010di neoklameme! Presne to druh\u00e9 menovan\u00e9 m\u00e1 nespochybnite\u013en\u00fa silu pritiahnu\u0165, vzbudi\u0165 z\u00e1ujem a zap\u00e1li\u0165 t\u00fa\u017ebu prv\u00fdkr\u00e1t siahnu\u0165 po produkte, pr\u00e1ve pre jeho zauj\u00edmav\u00fa vizu\u00e1lnu vrstvu.<\/p>\n\n\n\n

\u010c\u00edm netradi\u010dnej\u0161\u00ed pr\u00edstup k t\u00e9me obalu, t\u00fdm v\u00e4\u010d\u0161ia \u0161anca, \u017ee si z\u00e1kazn\u00edci produktu v\u0161imn\u00fa a nakoniec ho hodia do ko\u0161\u00edka. Pokia\u013e na to potrebujete d\u00f4kazy, n\u00e1jdete ich ni\u017e\u0161ie, kde s\u00fa predstaven\u00e9 projekty a kampane, ktor\u00e9 boli mimoriadne \u00faspe\u0161n\u00e9 a premietli sa do zv\u00fd\u0161enia objemu predaja.<\/p>\n\n\n\n\n\n\n\n

<\/a>2 r\u00f4zne produkty, jedna asoci\u00e1cia<\/strong><\/strong><\/h2>\n\n\n\n

Ako presved\u010di\u0165 \u013eud\u00ed, aby si domov k\u00fapili k\u00e1vovar, ke\u010f si myslia, \u017ee \u010derstv\u00e1 k\u00e1va je len v kaviarni? Braz\u00edlska zna\u010dka Cafe Pele, ktor\u00e1 nadviazala spolupr\u00e1cu s vydavate\u013eom denn\u00edka, na\u0161la zlat\u00fa \u017eilu a zaznamenala 400% n\u00e1rast tr\u017eieb. V \u010dom spo\u010d\u00edval \u00faspech tejto kampane?<\/p>\n\n\n\n

<\/a>\u010cerstv\u00e9 noviny = \u010derstv\u00e1 k\u00e1va<\/strong><\/strong><\/h2>\n\n\n\n

Zabalenie k\u00e1vy do denn\u00edka bolo d\u00f4kazom \u010derstvosti produktu. Ke\u010f\u017ee noviny boli dne\u0161n\u00e9, k\u00e1va nemohla by\u0165 zabalen\u00e1 sk\u00f4r ako p\u00e1r hod\u00edn pred t\u00fdm, ne\u017e sa dostala na policu. T\u00e1to jednoduch\u00e1, ale d\u00f4myseln\u00e1 (tie\u017e jej predch\u00e1dzal prieskum trhu!) hra asoci\u00e1ci\u00ed pomohla Cafe Pele zaznamena\u0165 obrovsk\u00fd skok v predaji k\u00e1vy ur\u010denej na dom\u00e1cu spotrebu a predch\u00e1dzaj\u00face obavy spotrebite\u013eov nahradila nov\u00e1 n\u00e1kupn\u00e1 trad\u00edcia zalo\u017een\u00e1 na kombinovan\u00fdch sk\u00fasenostiach (pitie k\u00e1vy a \u010d\u00edtanie rann\u00fdch nov\u00edn ako dve zlo\u017eky denn\u00e9ho ritu\u00e1lu).<\/p>\n\n\n\n

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Fot. Fabio Santoro<\/figcaption><\/figure>\n\n\n\n
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Fot. Fabio Santoro<\/figcaption><\/figure>\n<\/figure>\n\n\n\n
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D\u00f4le\u017eit\u00e9:<\/strong><\/strong><\/p>\n\n\n\n

Balenie potravin\u00e1rskych v\u00fdrobkov priamo do nov\u00edn je kv\u00f4li l\u00e1tkam pr\u00edtomn\u00fdm v tla\u010diarenskej farbe (napr. ftal\u00e1tov zvy\u0161uj\u00facich riziko vzniku hormon\u00e1lne z\u00e1vislej rakoviny) zdraviu nebezpe\u010dn\u00e9. Pokia\u013e sa chcete pr\u00edkladom Cafe Pele in\u0161pirova\u0165 vo svojich vlastn\u00fdch marketingov\u00fdch aktivit\u00e1ch, pam\u00e4tajte, \u017ee obal<\/a><\/strong> nov\u00edn by mal by\u0165 doplnkov\u00fdm obalom a ten spr\u00e1vny \u2013 chr\u00e1niaci produkt \u2013 by mal izolova\u0165 potravin\u00e1rsky produkt v \u0148om obsiahnut\u00fd proti prenikaniu zdraviu \u0161kodlivej chemik\u00e1lie.<\/p>\n\n\n\n

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<\/a>Multifunk\u010dnos\u0165 v s\u00faboji o pozornos\u0165<\/strong><\/strong><\/h2>\n\n\n\n

V marketingovom \u0161erme sa po\u010d\u00edta obratnos\u0165 a t\u00e1 sa prejavuje o.i. sledovan\u00edm najnov\u0161\u00edch trendov a ich vyu\u017eit\u00edm pre vlastn\u00e9 \u00fa\u010dely. T\u00e1to vlastnos\u0165 nech\u00fdba zna\u010dke Kellogg’s, zn\u00e1mej \u0161irokou ponukou ra\u0148ajkov\u00fdch cere\u00e1li\u00ed. Police s t\u00fdmto potravin\u00e1rskym produktom nikdy nie s\u00fa pr\u00e1zdne a vynikn\u00fa\u0165 m\u00f4\u017ee by\u0165 skuto\u010dnou v\u00fdzvou. Namiesto toho, aby sa s\u00fastredili na kli\u0161ovit\u00e9 akcie a experimentovali s farbami (t\u00fdch je v reg\u00e1loch s cere\u00e1liami dos\u0165), urobili v Kellogg’s opak. V supermarketoch sa objavili \u010diernobiele krabice s oma\u013eov\u00e1nkami na vonkaj\u0161ej strane balenia. Cie\u013e: odl\u00ed\u0161i\u0165 sa od konkurencie, ktor\u00e1 na farb\u00e1ch ne\u0161etr\u00ed, a tie\u017e znovu vyu\u017ei\u0165 obal, ktor\u00fd dostal nov\u00e9 ur\u010denie v podobe oma\u013eov\u00e1nky. Navy\u0161e spolupr\u00e1ca Kellogg’s s Crayolou (firma zn\u00e1ma o.i. v\u00fdrobou pasteliek) a pozvanie najmlad\u0161\u00edch spotrebite\u013eov do s\u00fa\u0165a\u017ee (nama\u013eujte si obal, po\u0161lite n\u00e1m svoje dielo a vyhrajte dar\u010dekov\u00fa sadu od Crayoly) bola \u010fal\u0161\u00edm argumentom pre to siahnu\u0165 pr\u00e1ve pre tieto cere\u00e1lie.<\/p>\n\n\n\n

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Fot. Kellogg\u2019s<\/figcaption><\/figure>\n\n\n\n

<\/a>Nezabudnute\u013en\u00e1 sk\u00fasenos\u0165<\/strong><\/strong><\/h2>\n\n\n\n

Je skvel\u00e9, ke\u010f obal zapad\u00e1 do filozofie zna\u010dky. Asi nebude \u017eiadnym prekvapen\u00edm, ke\u010f tu uvedieme ikonick\u00fd dizajn krabice<\/a><\/strong> iPhonu, ktor\u00fd je v mnoh\u00fdch oh\u013eadoch jedine\u010dn\u00fd. Po prv\u00e9: nes\u00fa\u0165a\u017e\u00ed o pozornos\u0165 medzi produktmi ostatn\u00fdch v\u00fdrobcov, preto\u017ee tam jednoducho nie je. Apple preto mohlo stavi\u0165 na absol\u00fatny minimalizmus. Po druh\u00e9 – na prv\u00fd poh\u013ead jednoduch\u00fd dizajn je charakteristick\u00fdm znakom tohto produktu (pozn\u00e1te in\u00fd produkt bez ak\u00e9hoko\u013evek vzoru, mot\u00edvu alebo n\u00e1pisu na obale? Aj ke\u010f by ostatn\u00ed v\u00fdrobcovia \u0161li v stop\u00e1ch Applu, je jasn\u00e9, kto bol prv\u00fd).<\/p>\n\n\n\n

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V marketingu ve\u013emi dobre funguje z\u00e1sada: je lep\u0161ie by\u0165 prv\u00fd ako lep\u0161\u00ed. Obalov\u00e9 inov\u00e1cie spolo\u010dnosti Apple ukazuj\u00fa, \u017ee m\u00f4\u017eete by\u0165 prv\u00ed aj lep\u0161\u00ed (ich pozornos\u0165 venovan\u00e1 detailom je nespochybnite\u013en\u00e1).<\/strong><\/p>\n\n\n\n

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Biele a na prv\u00fd poh\u013ead nudn\u00e9 balenie iPhonu skr\u00fdva mno\u017estvo prekvapen\u00ed. Pozrime sa bli\u017e\u0161ie na surovinu – pevn\u00fd, lisovan\u00fd kart\u00f3n smeruje percepciu na „pr\u00e9miov\u00fa policu“, a navy\u0161e navodzuje pocit, \u017ee je produkt dobre chr\u00e1nen\u00fd. Tento efekt umoc\u0148uje razba v tvare produktu na veku obalu. Nedostatok farieb a grafiky (okrem loga) na krabi\u010dke umo\u017e\u0148uje maxim\u00e1lnu koncentr\u00e1ciu na produkt pri tzv. unboxingu, teda okamihu, kedy je produkt rozba\u013eovan\u00fd z obalu. Apple vo svojich krabi\u010dk\u00e1ch pou\u017e\u00edva e\u0161te jeden zauj\u00edmav\u00fd trik, ktor\u00fd mo\u017eno prekvap\u00ed \u2013 obe \u010dasti s\u00fa zlo\u017een\u00e9 tak, aby z\u00e1merne zdr\u017eali moment otvorenia, a 3 sekundy, po\u010das ktor\u00fdch sa v\u00e1kuum odtesn\u00ed a uk\u00e1\u017ee sa iPhone, je \u0161peci\u00e1lne navrhnut\u00e9 opatrenie na vyvolanie prvku vzru\u0161enia a pln\u00e9ho em\u00f3ci\u00ed o\u010dak\u00e1vania. Ak ste niekedy vyba\u013eovali iPhone, spome\u0148te si, \u010di v\u00e1m tesne pred otvoren\u00edm veka hrali v hlave mal\u00e9 bubienky? \ud83d\ude42<\/p>\n\n\n\n

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Fot. Apple<\/figcaption><\/figure>\n\n\n\n

Ako vidno, netradi\u010dn\u00fd pr\u00edstup k dizajnu obalov m\u00f4\u017ee vies\u0165 k predajn\u00e9mu \u00faspechu. Pam\u00e4tajte na tento d\u00f4le\u017eit\u00fd prvok pri pl\u00e1novan\u00ed vlastn\u00fdch marketingov\u00fdch aktiv\u00edt, a ke\u010f budete ma\u0165 d\u00f4kladne premyslen\u00fd projekt, m\u00f4\u017eete v\u00fdrobu necha\u0165 na n\u00e1s. Ponuku obalov si m\u00f4\u017eete pozrie\u0165 tu<\/strong> >> obaly a krabice v Justprint<\/a><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Aj ke\u010f sa hovor\u00ed, \u017ee kupujeme produkt a nie obal, svoje o\u010di neoklameme! Presne to druh\u00e9 menovan\u00e9 m\u00e1 nespochybnite\u013en\u00fa silu pritiahnu\u0165, vzbudi\u0165 z\u00e1ujem a zap\u00e1li\u0165 t\u00fa\u017ebu prv\u00fdkr\u00e1t siahnu\u0165 po produkte,…<\/p>\n","protected":false},"author":1,"featured_media":3494,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[36,38,37,35],"tags":[110,70,171,150,57,67],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/3495"}],"collection":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/comments?post=3495"}],"version-history":[{"count":4,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/3495\/revisions"}],"predecessor-version":[{"id":3830,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/3495\/revisions\/3830"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/media\/3494"}],"wp:attachment":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/media?parent=3495"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/categories?post=3495"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/tags?post=3495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}