{"id":3947,"date":"2022-09-08T14:00:28","date_gmt":"2022-09-08T12:00:28","guid":{"rendered":"https:\/\/justprint.cz\/blog\/?p=3947"},"modified":"2023-02-09T13:04:56","modified_gmt":"2023-02-09T12:04:56","slug":"obal-meni-vnimani-produktu-a-vytvari-spotrebitelske-navyky","status":"publish","type":"post","link":"https:\/\/justprint.cz\/blog\/obal-meni-vnimani-produktu-a-vytvari-spotrebitelske-navyky\/","title":{"rendered":"Obal m\u011bn\u00ed vn\u00edm\u00e1n\u00ed produktu a vytv\u00e1\u0159\u00ed spot\u0159ebitelsk\u00e9 n\u00e1vyky"},"content":{"rendered":"\n

I kdy\u017e se \u0159\u00edk\u00e1, \u017ee kupujeme produkt a ne obal, sv\u00e9 o\u010di neo\u0161\u00e1l\u00edme! P\u0159esn\u011b to druh\u00e9 jmenovan\u00e9 m\u00e1 nezpochybnitelnou s\u00edlu p\u0159it\u00e1hnout, vzbudit z\u00e1jem a za\u017eehnout touhu poprv\u00e9 s\u00e1hnout po produktu, pr\u00e1v\u011b pro jeho zaj\u00edmavou vizu\u00e1ln\u00ed vrstvu.<\/p>\n\n\n\n

\u010c\u00edm netradi\u010dn\u011bj\u0161\u00ed p\u0159\u00edstup k t\u00e9matu obalu, t\u00edm v\u011bt\u0161\u00ed \u0161ance, \u017ee si z\u00e1kazn\u00edci produktu v\u0161imnou a nakonec ho hod\u00ed do ko\u0161\u00edku. Pokud na to pot\u0159ebujete d\u016fkazy, najdete je n\u00ed\u017ee, kde jsou p\u0159edstaveny projekty a kampan\u011b, kter\u00e9 byly mimo\u0159\u00e1dn\u011b \u00fasp\u011b\u0161n\u00e9 a prom\u00edtly se do zv\u00fd\u0161en\u00ed objemu prodeje.<\/p>\n\n\n\n\n\n\n\n

<\/a>2 r\u016fzn\u00e9 produkty, jedna asociace<\/strong><\/strong><\/h2>\n\n\n\n

Jak p\u0159esv\u011bd\u010d\u00edt lidi, aby si dom\u016f koupili k\u00e1vovar, kdy\u017e si mysl\u00ed, \u017ee \u010derstv\u00e1 k\u00e1va je jen v kav\u00e1rn\u011b? Brazilsk\u00e1 zna\u010dka Cafe Pele, kter\u00e1 nav\u00e1zala spolupr\u00e1ci s vydavatelem den\u00edku, na\u0161la zlatou \u017e\u00edlu a zaznamenala 400 % n\u00e1r\u016fst tr\u017eeb. V \u010dem spo\u010d\u00edval \u00fasp\u011bch t\u00e9to kampan\u011b?<\/p>\n\n\n\n

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

Zabalen\u00ed k\u00e1vy do den\u00edku bylo d\u016fkazem \u010derstvosti produktu. Jeliko\u017e noviny byly dne\u0161n\u00ed, k\u00e1va nemohla b\u00fdt zabalena d\u0159\u00edve ne\u017e p\u00e1r hodin p\u0159ed t\u00edm, ne\u017e se dostala na polici. Tato jednoduch\u00e1, ale d\u016fmysln\u00e1 (tak\u00e9 j\u00ed p\u0159edch\u00e1zel pr\u016fzkum trhu!) hra asociac\u00ed pomohla Cafe Pele zaznamenat obrovsk\u00fd skok v prodeji k\u00e1vy ur\u010den\u00e9 pro dom\u00e1c\u00ed spot\u0159ebu a p\u0159edchoz\u00ed obavy spot\u0159ebitel\u016f nahradila nov\u00e1 n\u00e1kupn\u00ed tradice zalo\u017een\u00e1 na kombinovan\u00fdch zku\u0161enostech (pit\u00ed k\u00e1vy a \u010dten\u00ed rann\u00edch novin jako dv\u011b slo\u017eky denn\u00edho 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\u016fle\u017eit\u00e9:<\/strong><\/strong><\/p>\n\n\n\n

Balen\u00ed<\/a> potravin\u00e1\u0159sk\u00fdch v\u00fdrobk\u016f p\u0159\u00edmo do novin je kv\u016fli l\u00e1tk\u00e1m p\u0159\u00edtomn\u00fdm v tiska\u0159sk\u00e9 barv\u011b (nap\u0159. ftal\u00e1t\u016f zvy\u0161uj\u00edc\u00edch riziko vzniku hormon\u00e1ln\u011b z\u00e1visl\u00e9 rakoviny) zdrav\u00ed nebezpe\u010dn\u00e9. Pokud se chcete p\u0159\u00edkladem Cafe Pele inspirovat ve sv\u00fdch vlastn\u00edch marketingov\u00fdch aktivit\u00e1ch, pamatujte, \u017ee obal<\/a><\/strong> novin by m\u011bl b\u00fdt dopl\u0148kov\u00fdm obalem a ten spr\u00e1vn\u00fd \u2013 chr\u00e1n\u00edc\u00ed produkt \u2013 by m\u011bl izolovat potravin\u00e1\u0159sk\u00fd produkt v n\u011bm obsa\u017een\u00fd proti pronik\u00e1n\u00ed zdrav\u00ed \u0161kodliv\u00e9 chemik\u00e1lie.<\/p>\n\n\n\n

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<\/a>Multifunk\u010dnost v souboji o pozornost<\/strong><\/strong><\/h2>\n\n\n\n

V marketingov\u00e9m \u0161ermu se po\u010d\u00edt\u00e1 obratnost a ta se projevuje mj. sledov\u00e1n\u00edm nejnov\u011bj\u0161\u00edch trend\u016f a jejich vyu\u017eit\u00edm pro vlastn\u00ed \u00fa\u010dely. Tato vlastnost nechyb\u00ed zna\u010dce Kellogg’s, zn\u00e1m\u00e9 \u0161irokou nab\u00eddkou sn\u00edda\u0148ov\u00fdch cere\u00e1li\u00ed. Police s t\u00edmto potravin\u00e1\u0159sk\u00fdm produktem nikdy nejsou pr\u00e1zdn\u00e9 a vyniknout m\u016f\u017ee b\u00fdt skute\u010dnou v\u00fdzvou. M\u00edsto toho, aby se soust\u0159edili na kli\u0161ovit\u00e9 akce a experimentovali s barvami (t\u011bch je v reg\u00e1lech s cere\u00e1liemi dost), ud\u011blali v Kellogg’s opak. V supermarketech se objevily \u010dernob\u00edl\u00e9 krabice s omalov\u00e1nkami na vn\u011bj\u0161\u00ed stran\u011b balen\u00ed. C\u00edl: odli\u0161it se od konkurence, kter\u00e1 na barv\u00e1ch ne\u0161et\u0159\u00ed, a tak\u00e9 znovu vyu\u017e\u00edt obal, kter\u00fd dostal nov\u00e9 ur\u010den\u00ed v podob\u011b omalov\u00e1nky. Nav\u00edc spolupr\u00e1ce Kellogg’s s Crayolou (firma zn\u00e1m\u00e1 mj. v\u00fdrobou pastelek) a pozv\u00e1n\u00ed nejmlad\u0161\u00edch spot\u0159ebitel\u016f do sout\u011b\u017ee (namalujte si obal, po\u0161lete n\u00e1m sv\u00e9 d\u00edlo a vyhrajte d\u00e1rkovou sadu od Crayoly) byla dal\u0161\u00edm argumentem pro to s\u00e1hnout pr\u00e1v\u011b pro tyto cere\u00e1lie.<\/p>\n\n\n\n

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

<\/a>Nezapomenuteln\u00e1 zku\u0161enost<\/strong><\/strong><\/h2>\n\n\n\n

Je skv\u011bl\u00e9, kdy\u017e obal zapad\u00e1 do filozofie zna\u010dky. Asi nebude \u017e\u00e1dn\u00fdm p\u0159ekvapen\u00edm, kdy\u017e zde uvedeme ikonick\u00fd design krabice<\/strong> <\/a>iPhonu, kter\u00fd je v mnoha ohledech jedine\u010dn\u00fd. Za prv\u00e9: nesout\u011b\u017e\u00ed o pozornost mezi produkty ostatn\u00edch v\u00fdrobc\u016f, proto\u017ee tam prost\u011b nen\u00ed. Apple tedy mohlo vsadit na absolutn\u00ed minimalismus. Za druh\u00e9 – na prvn\u00ed pohled jednoduch\u00fd design je charakteristick\u00fdm znakem tohoto produktu (zn\u00e1te jin\u00fd produkt bez jak\u00e9hokoli vzoru, motivu nebo n\u00e1pisu na obalu? I kdy\u017e by ostatn\u00ed v\u00fdrobci \u0161li ve stop\u00e1ch Applu, je jasn\u00e9, kdo byl prvn\u00ed).<\/p>\n\n\n\n

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V marketingu velmi dob\u0159e funguje z\u00e1sada: je lep\u0161\u00ed b\u00fdt prvn\u00ed ne\u017e lep\u0161\u00ed. Obalov\u00e9 inovace spole\u010dnosti Apple ukazuj\u00ed, \u017ee m\u016f\u017eete b\u00fdt prvn\u00ed i lep\u0161\u00ed (jejich pozornost v\u011bnovan\u00e1 detail\u016fm je nezpochybniteln\u00e1).<\/strong><\/p>\n\n\n\n

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B\u00edl\u00e9 a na prvn\u00ed pohled nudn\u00e9 balen\u00ed iPhonu skr\u00fdv\u00e1 spoustu p\u0159ekvapen\u00ed. Pod\u00edvejme se bl\u00ed\u017ee na surovinu \u2013 pevn\u00fd, lisovan\u00fd karton sm\u011b\u0159uje percepci na \u201epr\u00e9miovou polici\u201c, a nav\u00edc navozuje pocit, \u017ee je produkt dob\u0159e chr\u00e1n\u011bn. Tento efekt umoc\u0148uje ra\u017eba ve tvaru produktu na v\u00edku obalu. Nedostatek barev a grafiky (krom\u011b loga) na krabi\u010dce umo\u017e\u0148uje maxim\u00e1ln\u00ed koncentraci na produkt p\u0159i tzv.  unboxingu, tedy okam\u017eiku, kdy je produkt rozbalov\u00e1n z obalu. Apple ve sv\u00fdch krabi\u010dk\u00e1ch pou\u017e\u00edv\u00e1 je\u0161t\u011b jeden zaj\u00edmav\u00fd trik, kter\u00fd mo\u017en\u00e1 p\u0159ekvap\u00ed \u2013 ob\u011b \u010d\u00e1sti jsou slo\u017een\u00e9 tak, aby z\u00e1m\u011brn\u011b zdr\u017eely moment otev\u0159en\u00ed, a 3 vte\u0159iny, b\u011bhem kter\u00fdch se vakuum odt\u011bsn\u00ed a uk\u00e1\u017ee se iPhone, je speci\u00e1ln\u011b navr\u017een\u00e9 opat\u0159en\u00ed k vyvol\u00e1n\u00ed prvku vzru\u0161en\u00ed a pln\u00e9ho emoc\u00ed o\u010dek\u00e1v\u00e1n\u00ed. Pokud jste n\u011bkdy vybalovali iPhone, vzpome\u0148te si, jestli V\u00e1m t\u011bsn\u011b p\u0159ed otev\u0159en\u00edm v\u00edka hr\u00e1ly v hlav\u011b mal\u00e9 bub\u00ednky? \ud83d\ude42<\/p>\n\n\n\n

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

Jak je vid\u011bt, netradi\u010dn\u00ed p\u0159\u00edstup k designu obal\u016f m\u016f\u017ee v\u00e9st k prodejn\u00edmu \u00fasp\u011bchu. Pamatujte na tento d\u016fle\u017eit\u00fd prvek p\u0159i pl\u00e1nov\u00e1n\u00ed vlastn\u00edch marketingov\u00fdch aktivit, a a\u017e budete m\u00edt d\u016fkladn\u011b promy\u0161len\u00fd projekt, m\u016f\u017eete v\u00fdrobu nechat na n\u00e1s. Nab\u00eddku obal\u016f si m\u016f\u017eete prohl\u00e9dnout zde<\/strong> >> obaly a krabice v Justprint<\/a><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

I kdy\u017e se \u0159\u00edk\u00e1, \u017ee kupujeme produkt a ne obal, sv\u00e9 o\u010di neo\u0161\u00e1l\u00edme! P\u0159esn\u011b to druh\u00e9 jmenovan\u00e9 m\u00e1 nezpochybnitelnou s\u00edlu p\u0159it\u00e1hnout, vzbudit z\u00e1jem a za\u017eehnout touhu poprv\u00e9 s\u00e1hnout po produktu,…<\/p>\n","protected":false},"author":1,"featured_media":3942,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[36,39,37,35],"tags":[102,144,160,122],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/3947"}],"collection":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/comments?post=3947"}],"version-history":[{"count":3,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/3947\/revisions"}],"predecessor-version":[{"id":4374,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/3947\/revisions\/4374"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media\/3942"}],"wp:attachment":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media?parent=3947"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/categories?post=3947"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/tags?post=3947"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}