Endüstriyel Tasarımda Ürün Ve Marka Algısı Ve İlişkisi: bir Çikolata Markası Özelinde anlam Bilimsel Bir Metod Uygulaması

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Tarih
2014-07-04
Yazarlar
Güvenir, Can
Süreli Yayın başlığı
Süreli Yayın ISSN
Cilt Başlığı
Yayınevi
Fen Bilimleri Enstitüsü
Institute of Science and Technology
Özet
Bu tez, marka kimliği ve ürün kimliği arasındaki uyuma odaklanmıştır. Bir marka algısı yaratırken, bir karakter meydana getirilir ve tüketici, bu markaya ait görsel , duysal veriler ile iletişime geçer. Markaya ait tasarımlar, bu karakteri yansıtarak tüketici üzerindeki algıyı güçlendirir. Tüketici, bir ürünü alarak hem markanın hem de ürünün karakterini satın aldığı düşünülmüştür. Tezin amacı, örnek bir çalışma üzerinden marka ve ürün karakterlerini analiz ederek, firmalar için tasarım kararlarının önemini ortaya koymaktır. Araştırma kapsamında, 1927 yılından itibaren Türkiye pazarında olan Nestle firmasının, 1933 yılında yaratmış olduğu Damak markası incelenmiş ve Damak markasının 2012 yılında pazara sunduğu ikramlık çikolata versiyonu ele alınmıştır. Firma yetkililerinin yönlendirmeleriyle, Damak markasının ikramlık çikolata ürünü için üç alternatif tasarım çalışılmış, mevcut ürün ile beraber değerlendirilmiştir. Ürün görünümüne bağlı, estetik, sembolik ve semantik değerler üzerinden ürün karakterleri incelenmiştir. Firma danışmanlığında, marka tanımında kullanılan sıfatlar seçilmiş, bu sıfatlardan oluşan semantik diferansiyel anket çalışması hazırlanmıştır. Çalışma, marka hedef kitlesi olan 25-45 yaş aralığında, çalışan, %60 kadın-%40 erkek oranıyla 111 kişiye, internet üzerinden ve birebir olacak şekilde yapılmıştır. Semantik diferansiyel çalışmasında katılımcılar, ilk önce markasız olarak tasarımları, sonrasında Damak markasını değerlendirmiştir. Elde edilen veriler doğrultusunda Damak markasının, tüketici tarafından nasıl algılandığı, Damak markasının mevcut ikramlık çikolatası ve diğer çalışılan tasarımların marka kimliği ile uyumu hakkında bilgiler edinilmiştir. Ayrıca çikolata tasarımında, birbirleriyle etkileşim halinde olan kavramlar analiz edilmiştir. Bu çalışma pazarda bulunan ürünlerin karakterleriyle marka karakterleri arasındaki uyumun önemini vurgulamış, yeni bir ürün tasarımının seçiminde veya mevcut ürünün iyileştirilmesinde kullanılabilecek bir yöntem sunmuştur. Önerilen metodun içinde tasarım süreci bulunmakta ve kullanılabilecek ürün tasarımları meydana getirmektedir. Çalışılan tasarımlar üzerinden mevcut ürünü karşılaştırarak pazarda sektörün kullanıcı üzerinde algısı ölçülmesi sağlanmıştır. Önerilen metod yeni ürün geliştirme, mevcut ürünlerin iyileştirilmesi ve pazar araştırması alanlarında kullanılması ön görülmüştür. Bu metod kullanılarak, firmaların pazarlama stratejilerinin oluşturulmasına olanak sağlamaktadır. Marka tanımında kullanılan kelimelerin doğru seçilmesine ve tüketici ile doğru iletişimin kurulmasını sağlamaktadır. Tüketici, üretici ve tasarımcı arasında ortak bir dil oluşturması hedeflenmiştir. Ürün formlarının kullanıcı üzerinde oluşturduğu algı hakkında fikir vermiş ve ürünlerin, tüketici ile algılar yoluyla iletişime geçtiğini göstermeyi amaçlamıştır.
This study focuses on the harmony between a brand identity and a product identity. When creating the perception of a brand, a character is formed and the consumer communicates with visual and sensual data of the brand. Designs concerning the brand strengthen the perception on the consumer by reflecting this character. Hence by buying a product, the consumer buys both the character of the brand and the character of the product. The purpose of the thesis is to point out the importance of design decisions for the firms by analysing the characters of a product and the brand over a case study. Perception of product visual approached in the frame of product appearance, product aesthetic, product semantic, product semiotic and meaning in product design in this research. In common sense, product has been accepted as a transmitter and the user has been as a receiver. The product design valuate and communicate with the user by visual values that carry messages for the user. The product design contains informational and sensational messages which gives information about itself. The user interact with the product by visiual perception and valuate it by his/her own past experiences. The each surface, material and the colour has its own perception for the user and a product perception consist of harmony of all perceptions that includes. Brand perception approached in the frame of brand character and product character. Brand and product percieve as a character in common and support each other. Both the brand and the product design communicate with consumer by visual values and percieved as a character that created by producer and designer. A character consist of leaguing together of some related characteristic properties and represent one common perception.The research observes the relatives between the character of the brand and the product design of its brand. In the scope of this research, cooporated with Nestle firm, entered the market of Turkey in 1927 with infant fomula and has a brand identity in the concept of "Health and Wellness". Damak chocolate, one of the brand of Nestle firm which took places in the Turkish market since 1933. Damak chocolate is placed as a "Love Mark" from the consumer perception consist of milky chocolate and pistachio. Visual identity of the brand created by packaging design emphasise the locality by using Ottomon architectural figures in its first packaging design. This figures carried on early packaginf designs by "d" and "k" letters. The brand also emphasise the colours white and green that refers the milk and pistachio. In the visiual media and social media brand emphasise the own giftted product perception and the word "Legendary". The brand identity obligates the product ingredient just with pistachio so brand has to differantiate by producing tha same chocolate with different basis weight. Damak, produced 25gr chocolate that allows differantiate by packing different numbers of chocolate. This research focused on this version of Damak chocolate and discuss the relative of product character and brand character. In order to express the characteristic properties of a brand and a product design semantic differantial method used in this research. Other methods which used in semantic researchs has been searched and been decided to use semantic differantial method. In this scop, Product Portfolio Analysis, Perfect Product Placement, Product Semantic Analysis methods and also Kn6 IBV, Designmovemnt, Vision in Prodcut Design, Pictograms fro Product Sound, Kansei Engineering Software, Image Board, Quick Guidance Tool in Design Semantics and Sensotact methods which Design and Emotion Society offers in order to define product characteristics ahs been researched. During the research, in order to compare the present product of the 25gr version of Damak chocolate, has been designed alternative chocolate designs by the brief of the firm. Three of six chocolate designs choosen and used the visuals in the research. The words which used in the research are choosen from the words using by the firm to identify the rand Damak and also the words which they want to emphasise in the product design. The questionnaire designed as two parts, firstly valuation of the designs by words without brand and also asked the participants which design they like, secondly they valuate the Damak brand by using the same words and asked which design apropriate to Damak brand. The questionnaire applied to the participants which the age between 25 to 45, %60 female and working different areas. The research reached 111 person, 66 female and 45 male participant and the average age for female 29.3 and the male 30.3. The participants work in 52 different area. The questionnaire applied by web and one to one directly to participants. Outcomes valuated by the frame of brand and product design character harmony and relative perceptions about chocolate design. Damak brand identity analysed by the outcomes and female and male participants valuate the brand by similar values. The firm can use the analyse and rearrange its marketing strategies. The datas shows the present product design charahcteristics and show how it is percieved by the consumers. When the datas of Damak brand identity and its present 25gr chocolate, observed that there are perceptional differantials between two items. By comparing the present product design characteristics and the designs worked for Damak brand, inference the common design caharacteristic for Damak chocolate. The research claims that the surface designs attract the perception of the product. When the data analaysed in order to find the relatives between the perceptions in the frame of the questionnaire words, it can be made an inference about the common perceptions and this data can be a basic brief for the sector. Also this thesis offers a consumer focused research method which includes a design process. The process of the method includes some basic steps which are interact with each other. The method starts with the brand identity definition and finding the words for common perception between brand and the product design. The words can be used for the design brief, depend on the design brief and production limites new alternative designs can be worked for the firm or present products of the firm and productf of other firms can be selected. By selecting the products to compare with, questionnaire has to be prepared and applied to the target group of the brand. By using this method, target group perception for the brand and the product can be analysed and these datas can be used for replacing the brand in market, improve a new product or heal a product and get data for the sector. To sum up this study emphasizes the importance of the harmony between the character of a product in a market and the character of the brand in the frame of the consumer perception and presents a method which includes active design process. This method provides a basis to analyze the common percpetion of consumers for products. The datas provides to interpret the common perception in the market and can find the relative perceptions for the product. In the frame of the perceptions new products can be designed and the present products can be heal and improved. The product designs that designed in the research process can be used for the producer as a new product or as a design brief however the producer decide to use.
Açıklama
Tez (Yüksek Lisans) -- İstanbul Teknik Üniversitesi, Fen Bilimleri Enstitüsü, 2014
Thesis (M.Sc.) -- İstanbul Technical University, Instıtute of Science and Technology, 2014
Anahtar kelimeler
Ürün Karakteri, Marka Karakteri, Ürün Anlamı, Semantik Diferansiyel, Product Characteristics,  brand Characteristics, Meaning In Product Design, Semantic Differential
Alıntı