{"id":4141,"date":"2023-06-29T10:21:17","date_gmt":"2023-06-29T08:21:17","guid":{"rendered":"https:\/\/justprint.sk\/blog\/?p=4141"},"modified":"2024-03-06T13:03:42","modified_gmt":"2024-03-06T12:03:42","slug":"haptika-ako-zvysit-ucinnost-reklamnych-materialov-pomocou-hmatovych-vnemov","status":"publish","type":"post","link":"https:\/\/justprint.sk\/blog\/2023\/06\/haptika-ako-zvysit-ucinnost-reklamnych-materialov-pomocou-hmatovych-vnemov\/","title":{"rendered":"Haptika. Ako zv\u00fd\u0161i\u0165 \u00fa\u010dinnos\u0165 reklamn\u00fdch materi\u00e1lov pomocou hmatov\u00fdch vnemov?"},"content":{"rendered":"\n<p>V\u010faka haptike z\u00edskavaj\u00fa <strong><a href=\"https:\/\/justprint.sk\/vsetky\">tla\u010den\u00e9 reklamn\u00e9 materi\u00e1ly<\/a><\/strong> v\u00fdhodu, ktor\u00fa digit\u00e1lne m\u00e9di\u00e1 nemaj\u00fa. Ke\u010f sa v interakcii objav\u00ed \u010fal\u0161\u00ed zmysel \u2013 dotyk \u2013 spr\u00e1va sa lep\u0161ie zapam\u00e4t\u00e1 a zvy\u0161uje \u0161ance na pozit\u00edvne rozhodnutie o k\u00fape. Ako vyu\u017ei\u0165 dotykov\u00e9 in\u017einierstvo vo va\u0161ich marketingov\u00fdch dielach?<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><a><\/a><strong>Haptika, \u010di\u017ee in\u017einierstvo dotyku<\/strong><\/h2>\n\n\n\n<p>Haptika alebo in\u017einierstvo dotyku je oblas\u0165, ktor\u00e1 sa zameriava na vz\u0165ah \u010dloveka a hmoty, v ktorej sa dotyk objavuje. Prostredn\u00edctvom tohto zmyslu sa u\u010d\u00edme nov\u00e9 veci, zapam\u00e4t\u00e1vame si ich a ch\u00e1peme ich. \u00dalohou haptiky je preklada\u0165 mechanick\u00e9 javy do kontextu zrozumite\u013en\u00e9ho n\u00e1\u0161mu mozgu, \u010do n\u00e1m umo\u017e\u0148uje spracov\u00e1va\u0165 a vyu\u017e\u00edva\u0165 inform\u00e1cie z\u00edskan\u00e9 dotykom.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a><\/a><strong>Dotyk \u2013 neverb\u00e1lna forma komunik\u00e1cie<\/strong><\/h2>\n\n\n\n<p>Haptick\u00e9 (hmatov\u00e9) vnemy dop\u013a\u0148aj\u00fa tradi\u010dn\u00fa komunik\u00e1ciu, vn\u00edman\u00fa zrakom (obraz, text) a sluchom (zvuky, re\u010d). \u010c\u00edm viac zmyslov zapoj\u00edme do interakcie medzi zna\u010dkou a pr\u00edjemcom, t\u00fdm v\u00e4\u010d\u0161ia je \u0161anca, \u017ee dosiahneme komunika\u010dn\u00fd \u00faspech.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong>Zauj\u00edmavos\u0165:<\/strong> Farba je zatia\u013e najsilnej\u0161\u00edm faktorom pri rozhodovan\u00ed o k\u00fape. Druh\u00e9 v porad\u00ed s\u00fa hmatov\u00e9 vnemy, ktor\u00e9 zvy\u0161uj\u00fa ochotu nakupova\u0165 a\u017e o 25%.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"696\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/tl-2-1024x696.jpg\" alt=\"vizitky, let\u00e1ky, pr\u00edvesky - razba a 3D f\u00f3lia\" class=\"wp-image-4134\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/tl-2-1024x696.jpg 1024w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/tl-2-300x204.jpg 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/tl-2-768x522.jpg 768w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/tl-2-1170x795.jpg 1170w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/tl-2-585x397.jpg 585w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/tl-2.jpg 1307w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Na foto: pr\u00edklad pou\u017eitia vylep\u0161enia &#8211; razba a 3D f\u00f3lia v potla\u010di zna\u010dky tlani pani. Projekt: Estudio Albino<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><a><\/a><strong>Haptika podporuje n\u00e1kupn\u00e9 rozhodnutia<\/strong><\/h2>\n\n\n\n<p>Dotyk ovplyv\u0148uje nielen n\u00e1kupn\u00e9 rozhodnutia, ale vyvol\u00e1va mno\u017estvo asoci\u00e1ci\u00ed so zna\u010dkou alebo produktom, ktor\u00e9 boli vytvoren\u00e9 v minulosti. Dok\u00e1\u017eeme si vybavi\u0165 dojmy, ktor\u00e9 sa objavili pod vplyvom fyzick\u00e9ho kontaktu s obalom alebo <strong><a href=\"https:\/\/justprint.sk\/vizitka-premium\">zu\u0161\u013eachtenou vizitkou<\/a><\/strong>. Tieto dojmy zase formuj\u00fa imid\u017e zna\u010dky v mysli, umiest\u0148uj\u00fa ju ako luxusn\u00fa, elitn\u00fa, origin\u00e1lnu alebo zameran\u00fa na detail.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Pr\u00edkladom zna\u010dky, ktor\u00e1 vo svojich marketingov\u00fdch aktivit\u00e1ch oce\u0148uje najm\u00e4 haptiku, je Apple. Zapojenie hmatu do pou\u017e\u00edvate\u013esk\u00e9ho z\u00e1\u017eitku je tak\u00e9 pokro\u010dil\u00e9, \u017ee z\u00e1le\u017e\u00ed aj na r\u00fdchlosti uvo\u013enenia veka \u0161katule iPhone, aby sa vyvolalo nap\u00e4t\u00e9 o\u010dak\u00e1vanie produktu.<\/em><\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><a><\/a><strong>Gram\u00e1\u017e, text\u00fara, vydutia<\/strong><\/h2>\n\n\n\n<p><strong>Text\u00fara a vizu\u00e1lne kvality ovplyv\u0148uj\u00fa n\u00e1kupn\u00e9 rozhodnutia a senzorick\u00e9 vlastnosti ich podporuj\u00fa<\/strong>. Jedine\u010dn\u00e9 tvary zvy\u0161uj\u00fa pozornos\u0165 a podporuj\u00fa interakciu \u2013 \u010di u\u017e pri \u010d\u00edtan\u00ed <a href=\"https:\/\/justprint.sk\/letak-premium\"><strong>let\u00e1ku<\/strong><\/a> alebo sk\u00fa\u0161an\u00ed produktu. Tento princ\u00edp ve\u013emi dobre ch\u00e1pu pr\u00e9miov\u00e9 zna\u010dky, ktor\u00fdch potla\u010de zvy\u010dajne predpokladaj\u00fa pou\u017eitie papierov s vy\u0161\u0161ou gram\u00e1\u017eou a prepracovan\u00edm, zd\u00f4raz\u0148uj\u00facim najd\u00f4le\u017eitej\u0161ie prvky spr\u00e1vy.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/justprint.sk\/vzorkovnik-povrchovych-uprav-premium\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"429\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2024\/03\/SK_baner_wzornik_uszlachetnien-premium-2-1024x429.jpg\" alt=\"\" class=\"wp-image-4734\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2024\/03\/SK_baner_wzornik_uszlachetnien-premium-2-1024x429.jpg 1024w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2024\/03\/SK_baner_wzornik_uszlachetnien-premium-2-300x126.jpg 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2024\/03\/SK_baner_wzornik_uszlachetnien-premium-2-768x322.jpg 768w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2024\/03\/SK_baner_wzornik_uszlachetnien-premium-2-585x245.jpg 585w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2024\/03\/SK_baner_wzornik_uszlachetnien-premium-2.jpg 1170w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p><strong>Haptika v tla\u010di<\/strong> umo\u017e\u0148uje pov\u00fd\u0161i\u0165 ploch\u00fd a dvojrozmern\u00fd tradi\u010dn\u00fd atrament na trojrozmern\u00fd na z\u00e1klade reli\u00e9fov a razenia. Tento druh zmyslov\u00e9ho vylep\u0161enia tla\u010de mo\u017eno dosiahnu\u0165 pou\u017eit\u00edm vylep\u0161enia, z ktor\u00fdch najpopul\u00e1rnej\u0161ie s\u00fa:<\/p>\n\n\n\n<ul>\n<li>F\u00f3lia (leskl\u00e1, matn\u00e1 alebo jemn\u00e1 na dotyk, pripom\u00ednaj\u00faca \u0161upku broskyne), ktor\u00e1 cel\u00e1 pokr\u00fdva potla\u010den\u00fd list papiera<\/li>\n\n\n\n<li>3D f\u00f3lia (v <strong><a href=\"https:\/\/justprint.sk\/\">Justprint<\/a><\/strong> si m\u00f4\u017eete vybra\u0165 zo zlatej, striebornej, medenej, \u010dervenej, ru\u017eovo-zlatej a holografickej)<\/li>\n\n\n\n<li>UV lak, ktor\u00fd odha\u013euje vybran\u00e9 prvky v dizajne pre potla\u010d<\/li>\n\n\n\n<li>UV 3D lak, ktor\u00fd vytv\u00e1ra reli\u00e9f na povrchu potla\u010de<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Objavte na\u0161e produkty v kateg\u00f3rii <a href=\"https:\/\/justprint.sk\/category\/premiove-tlacoviny\">Pr\u00e9miov\u00e9 v\u00fdtla\u010dky<\/a><\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"369\" height=\"425\" data-id=\"4139\"  src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/369x425_3-a.jpg\" alt=\"let\u00e1k s 3D metalickou zlatou f\u00f3liou\" class=\"wp-image-4139\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/369x425_3-a.jpg 369w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/369x425_3-a-260x300.jpg 260w\" sizes=\"(max-width: 369px) 100vw, 369px\" \/><figcaption class=\"wp-element-caption\">Projekt: Justprint<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"369\" height=\"425\" data-id=\"4136\"  src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/369x425_2.jpg\" alt=\"plag\u00e1t s metalizovanou 3D zlatou f\u00f3liou\" class=\"wp-image-4136\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/369x425_2.jpg 369w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/369x425_2-260x300.jpg 260w\" sizes=\"(max-width: 369px) 100vw, 369px\" \/><figcaption class=\"wp-element-caption\">Projekt: Justprint<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"369\" height=\"425\" data-id=\"4138\"  src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/369x425_3.jpg\" alt=\"pozv\u00e1nka \/ poh\u013eadnica s ru\u017eov\u00fdm zlatom 3D metalickou f\u00f3liou\" class=\"wp-image-4138\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/369x425_3.jpg 369w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/369x425_3-260x300.jpg 260w\" sizes=\"(max-width: 369px) 100vw, 369px\" \/><figcaption class=\"wp-element-caption\">Projekt: Justprint<\/figcaption><\/figure>\n<\/figure>\n\n\n\n<p>Haptika vytv\u00e1ra silnej\u0161ie, hlb\u0161ie a zmysluplnej\u0161ie zapojenie do tla\u010denej polo\u017eky, preto\u017ee roz\u0161iruje komunik\u00e1ciu do fyzick\u00e9ho rozmeru. Vplyv fyzick\u00fdch haptick\u00fdch z\u00e1\u017eitkov je ove\u013ea v\u00e4\u010d\u0161\u00ed ako tradi\u010dn\u00e9 ploch\u00e9 2D z\u00e1\u017eitky a rezonuje hlb\u0161ie vo vedom\u00ed. Prst prech\u00e1dzaj\u00faci po vylep\u0161eniach generuje viac neurologickej aktivity ako vn\u00edmanie samotn\u00fdm zrakom.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a><\/a><strong>Haptika zvy\u0161uje hodnotu produktov<\/strong><\/h2>\n\n\n\n<p><strong>Haptick\u00e9 z\u00e1\u017eitky m\u00f4\u017eu formova\u0165 vn\u00edman\u00fa hodnotu produktov<\/strong>. Kontakt s prepracovanou potla\u010dou je interakt\u00edvnej\u0161\u00ed a je pr\u00eds\u013eubom zmyslov\u00fdch dojmov, ktor\u00e9 poskytne kontakt s produktom. Haptika rob\u00ed moment kontaktu so zna\u010dkou hmatate\u013enej\u0161\u00edm, \u010do ho rob\u00ed hodnotnej\u0161\u00edm a re\u00e1lnej\u0161\u00edm ako kontakt vo virtu\u00e1lnom prostred\u00ed.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong>Zna\u010dka v digit\u00e1lnej dimenzii existuje ako abstraktn\u00fd v\u00fdtvor, zna\u010dka vo fyzickej sf\u00e9re sa zhmot\u0148uje, teda \u201eviac existuje\u201c.<\/strong> <\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"561\" height=\"425\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/561x425_2.jpg\" alt=\"poh\u013eadnice s 3D holografickou f\u00f3liou a text\u00farovan\u00fdm lakom\" class=\"wp-image-4137\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/561x425_2.jpg 561w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2023\/06\/561x425_2-300x227.jpg 300w\" sizes=\"(max-width: 561px) 100vw, 561px\" \/><figcaption class=\"wp-element-caption\">Projekt: Justprint<\/figcaption><\/figure>\n\n\n\n<p><strong>Spr\u00e1vy komunikovan\u00e9 pomocou tla\u010de vytv\u00e1raj\u00fa asoci\u00e1cie, ktor\u00e9 zost\u00e1vaj\u00fa v pam\u00e4ti dlh\u0161ie a pozit\u00edvne ovplyv\u0148uj\u00fa hodnotenie hodnoty zna\u010dky<\/strong>. A \u010d\u00edm vy\u0161\u0161ie hodnotenie, t\u00fdm v\u00e4\u010d\u0161ia \u0161anca, \u017ee spotrebite\u013e po produkte siahne. Preto sa \u010doraz viac spolo\u010dnost\u00ed vyr\u00e1baj\u00facich spotrebn\u00fd tovar sna\u017e\u00ed pomocou prepracovanosti, neobvykl\u00fdch <strong><a href=\"https:\/\/justprint.sk\/produkty\/krabice-a-obaly\">tvarov a form\u00e1tov obalov<\/a><\/strong> doda\u0165 svojim zna\u010dk\u00e1m individu\u00e1lnu identitu a odl\u00ed\u0161i\u0165 ich v reg\u00e1loch s produktmi rovnakej kateg\u00f3rie.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V\u010faka haptike z\u00edskavaj\u00fa tla\u010den\u00e9 reklamn\u00e9 materi\u00e1ly v\u00fdhodu, ktor\u00fa digit\u00e1lne m\u00e9di\u00e1 nemaj\u00fa. Ke\u010f sa v interakcii objav\u00ed \u010fal\u0161\u00ed zmysel \u2013 dotyk \u2013 spr\u00e1va sa lep\u0161ie zapam\u00e4t\u00e1 a zvy\u0161uje \u0161ance na pozit\u00edvne&hellip;<\/p>\n","protected":false},"author":1,"featured_media":4140,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[36,38,37,35],"tags":[149,222,110,70,150,221,200,162,57,67],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/4141"}],"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=4141"}],"version-history":[{"count":3,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/4141\/revisions"}],"predecessor-version":[{"id":4735,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/4141\/revisions\/4735"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/media\/4140"}],"wp:attachment":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/media?parent=4141"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/categories?post=4141"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/tags?post=4141"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}