| Abstract | Ovaj diplomski rad detaljno će se baviti bojama i emocijama u neverbalnoj komunikaciji.
Povijest nas uči i govori nam o važnosti boja. Svaka kultura vezana je za određene boje kroz
vjerovanja, simbole i tradiciju. Boje nam kroz neverbalnu komunikaciju otkrivaju ono što se
verbalnom ne može u potpunosti shvatiti ili izreči. Svakoj boji dodijeljeno je neko značenje. I
pozitivno i negativno. Neke boje su u prošlosti bile potpuno zabranjene i rezervirane samo za
određenu „elitu“. Svaka boja za pojedinca simbolizira nešto drugo, različite boje povezuju se
s različitim događajima.
Boje su moćan alat u komunikaciji. Neizbježne su u oglašavanju i marketingu. Utječu na naše
emocije, raspoloženje i postupke. Boje imaju posebnu moć na nas i našu psihu. One nas
opuštaju i liječe.
Za uspješnost prodaje nekog proizvoda mora se pomno i stručno odabrat njegov izgled i
određena boja, jer u moru različitih proizvoda, baš taj proizvod se po nečemu mora istaknuti i
urezat nam se u pamćenje. Boje su te koje ulaze u našu podsvjest i koje nas navode na akciju.
Diplomski rad će predstaviti same boje, njihovu povijest, kao i njihov simbolizam. Posebna
pažnja u radu stavit će se na vizualnu komunikaciju, pogotovo neverbalnu komunikaciju
bojama, kao i simboliku boja u samoj neverbalnoj komunikaciji.
Vrlo važan dio rada svakako je i provedeno istraživanje koje za cilj ima analizirati situaciju
vezanu uz utjecaj samih boja na emocije, događaje, kupnju, situacije, te njihov utjecaj na
neverbalnu komunikaciju.
Provedenim istraživanjem želi se doći do spoznaja u kojoj mjeri boje utječu na ljude, na
ljudsko ponašanje, samo donošenje odluka, kao i do odgovora na pitanje jesu li ljudi svjesni
boja oko sebe, te koje boje percipiraju kao pozitivne boje, a koje boje percipiraju kao
negativne boje. Provedenim istraživanjem želi se odgovoriti na pet definiranih pitanja, te se želi potvrditi pet
postavljenih hipoteza:
H1 Mišljenja o bojama su podijeljena. Različiti ljudi vole različite boje.
H2 Boje se povezuju s određenim emocijama, događajima i značenjima.
H3 Osobe se ne procjenjuju na temelju boje odjeće koju nose.
H4 Boje utječu na karakter, raspoloženje, opuštenost i ponašanje.
H5 Boja proizvoda utječe na kupnju.
Samo istraživanje diplomskog rada provedeno je pomoću anketa na uzorku od 162 ispitanika,
a provedenim istraživanjem dokazane su postavljene hipoteze. |
| Abstract (english) | This thesis will deal in detail with colors and emotions in nonverbal communication.
History teaches us and tells us about the importance of colors. Every culture is tied to certain
colors through beliefs, symbols and tradition. Through non-verbal communication, colors
reveal to us what cannot be fully understood or expressed verbally. Each color is assigned a
meaning. Both positive and negative. In the past, some colors were completely banned and
reserved only for a certain "elite". Each color for an individual symbolizes something
different, different colors are associated with different events.
Colors are a powerful tool in a communication. They are inevitable in advertising and
marketing. They affect our emotions, moods and actions. Colors have a special power on us
and our psyche. They relax and heal us.
For the success of the sale of a product, its appearance and a certain color must be carefully
and professionally chosen, because in a sea of different products, that product must stand out
in some way and be etched in our memory. It is the colors that enter our subconscious and
lead us into action.
The thesis will present the colors themselves, their history, as well as their symbolism.
Special attention in the paper will be paid to non-verbal communication, especially nonverbal
communication with colors, as well as the symbolism of colors in non-verbal
communication itself.
A very important part of the work is certainly the research that aims to analyze the situation
related to the impact of colors on emotions, events, shopping, situations, and their impact on
nonverbal communication.
The research aims to gain an understanding of the extent to which colors affect people, human
behavior and decision-making, as well as to answer the question of whether people are aware
of the colors around them, and which colors are perceived as positive colors and which colors
are perceived as negative colors. The conducted research aims to answer five defined questions, and wants to confirm five
hypotheses:
H1 Opinions about colors are divided. Different people like different colors.
H2 Colors are associated with certain emotions, events, and meanings.
H3 Persons are not evaluated based on the color of the clothing they wear.
H4 Colors affect character, mood, relaxation, and behavior.
H5 The color of the product affects the purchase.
The research of the thesis itself was conducted using surveys on a sample of 162 respondents,
and the conducted research proved the set hypotheses. |
