Title Neurodizajn u svrhu marketinga Title (english) Neurodesign for marketing purposes Author Marin Marić Mentor Saša Stjepanović (mentor)Committee member Dragan Benazić (predsjednik povjerenstva)Committee member Saša Stjepanović (član povjerenstva)Committee member Daniel Tomić (član povjerenstva)Granter University of Pula Defense date and country 2024-12-16, Croatia Scientific / art field, SOCIAL SCIENCES Abstract SAŽETAK
Neurodizajn je inovativna disciplina koja spaja neuroznanost s dizajnom kako bi se stvorili proizvodi, usluge i marketinške strategije optimizirane za ljudski mozak. Ova interdisciplinarna veza omogućuje bolje razumijevanje načina na koji potrošači percipiraju, obrađuju i pamte informacije, čime se osigurava da marketing postane učinkovitiji i privlačniji. Ključna komponenta neurodizajna je emocionalni angažman, koji potiče duboku povezanost između branda i potrošača, čime se povećava lojalnost i potiče ponovna kupnja. Primjena neurodizajna u marketingu može se vidjeti kroz uspješne strategije brandova kao što su Coca-Cola, Nike i Apple. Ovi brandovi koriste spoznaje neurodizajna kako bi stvorili emocionalne poruke i vizualne elemente koji rezoniraju s potrošačima. Na primjer, Coca-Cola koristi slike sreće i zajedništva, dok Nike inspirira potrošače na aktivnost, a Apple naglašava jednostavnost i inovacije. Ove emocionalne i vizualne strategije omogućuju brandovima da se istaknu na tržištu i ostave trajan dojam na svoje potrošače.
Uz emocionalni angažman, neurodizajn se oslanja na istraživanja percepcije, pažnje i pamćenja, optimizirajući marketinške materijale za poboljšanje angažmana i privlačenja pažnje. Učinkovita upotreba boja, oblika i tipografije može značajno povećati prepoznatljivost i uspješnost marketinških kampanja. Osim toga, digitalni alati omogućuju brendovima brzo testiranje i prilagodbu svojih strategija prema ponašanju potrošača, čime se dodatno poboljšava učinkovitost. Neurodizajn u svrsi marketinga predstavlja ključnu komponentu za uspjeh brandova. Oni koji implementiraju ove strategije mogu ne samo stvoriti snažnu emocionalnu povezanost s potrošačima, već i poboljšati svoje marketinške performanse. S obzirom na dinamično poslovno okruženje i promjenjive trendove, očekuje se da će primjena neurodizajna nastaviti rasti, osiguravajući brendovima konkurentsku prednost u budućnosti.
Ključne riječi: neurodizajn, marketing, emocije, boje, brend
Abstract (english) SUMMARY
Neurodesign is an innovative discipline that combines neuroscience with design to create products, services, and marketing strategies optimized for the human brain. This interdisciplinary connection facilitates a better understanding of how consumers perceive, process, and remember information, ensuring that marketing becomes more effective and engaging. A key component of neurodesign is emotional engagement, which fosters a deep connection between brands and consumers, thereby increasing loyalty and encouraging repeat purchases. The application of neurodesign in marketing can be seen through the successful strategies of brands like Coca-Cola, Nike, and Apple. These brands leverage insights from neurodesign to create emotional messages and visual elements that resonate with consumers. For instance, Coca-Cola uses imagery of happiness and togetherness, while Nike inspires consumers to be active, and Apple emphasizes simplicity and innovation. These emotional and visual strategies allow brands to stand out in the marketplace and leave a lasting impression on their consumers.
In addition to emotional engagement, neurodesign relies on research into perception, attention, and memory, optimizing marketing materials to enhance engagement and capture attention. Effective use of colors, shapes, and typography can significantly boost the recognition and success of marketing campaigns. Moreover, digital tools enable brands to quickly test and adapt their strategies based on consumer behavior, further enhancing effectiveness. Neurodesign for marketing purposes represents a crucial component for brand success. Those who implement these strategies can not only create a strong emotional connection with consumers but also improve their marketing performance. Given the dynamic business environment and changing trends, the application of neurodesign is expected to continue growing, providing brands with a competitive advantage in the future.
Keywords
Ključne riječi: neurodizajn
marketing
emocije
boje
brend
Language croatian URN:NBN urn:nbn:hr:137:770457 Study programme Title: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2024-12-16 15:54:28
