{"id":4769,"date":"2023-06-29T09:53:51","date_gmt":"2023-06-29T07:53:51","guid":{"rendered":"https:\/\/justprint.cz\/blog\/?p=4769"},"modified":"2024-03-06T13:00:10","modified_gmt":"2024-03-06T12:00:10","slug":"haptika-jak-zvysit-ucinnost-reklamnich-materialu-prostrednictvim-hmatovych-zazitku","status":"publish","type":"post","link":"https:\/\/justprint.cz\/blog\/haptika-jak-zvysit-ucinnost-reklamnich-materialu-prostrednictvim-hmatovych-zazitku\/","title":{"rendered":"Haptika. Jak zv\u00fd\u0161it \u00fa\u010dinnost reklamn\u00edch materi\u00e1l\u016f prost\u0159ednictv\u00edm hmatov\u00fdch z\u00e1\u017eitk\u016f?"},"content":{"rendered":"\n<p>D\u00edky haptice z\u00edsk\u00e1vaj\u00ed <strong><a href=\"https:\/\/justprint.cz\/vsechny\">ti\u0161t\u011bn\u00e9 reklamn\u00ed materi\u00e1ly<\/a><\/strong> v\u00fdhodu, kterou digit\u00e1ln\u00ed m\u00e9dia nemaj\u00ed. Pokud je do interakce zapojen dal\u0161\u00ed smysl &#8211; hmat, je sd\u011blen\u00ed l\u00e9pe zapamatovateln\u00e9 a zvy\u0161uje se \u0161ance na pozitivn\u00ed rozhodnut\u00ed o koupi. Jak vyu\u017e\u00edv\u00e1te dotykov\u00e9 in\u017een\u00fdrstv\u00ed ve sv\u00fdch marketingov\u00fdch odd\u011blen\u00edch?<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2><a><\/a><strong>Haptika neboli hmatov\u00e9 in\u017een\u00fdrstv\u00ed<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>Haptika neboli dotykov\u00e9 in\u017een\u00fdrstv\u00ed je obor, kter\u00fd se zam\u011b\u0159uje na vztahy mezi \u010dlov\u011bkem a hmotou, v nich\u017e doch\u00e1z\u00ed k dotyku. D\u00edky tomuto smyslu se u\u010d\u00edme nov\u00fdm v\u011bcem, pamatujeme si je a ch\u00e1peme je. \u00dakolem haptiky je p\u0159ev\u00e9st mechanick\u00e9 jevy do kontextu, kter\u00e9mu n\u00e1\u0161 mozek rozum\u00ed, a umo\u017enit n\u00e1m tak zpracov\u00e1vat a vyu\u017e\u00edvat informace z\u00edskan\u00e9 hmatem.<\/p>\n\n\n\n<h2><a><\/a><strong>Dotek &#8211; neverb\u00e1ln\u00ed forma komunikace<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>Haptick\u00e9 (hmatov\u00e9) vjemy dopl\u0148uj\u00ed tradi\u010dn\u00ed komunikaci, kterou p\u0159ij\u00edm\u00e1me zrakem (obr\u00e1zky, text) a sluchem (zvuky, \u0159e\u010d). \u010c\u00edm v\u00edce smysl\u016f zapoj\u00edme do interakce mezi zna\u010dkou a publikem, t\u00edm v\u011bt\u0161\u00ed je \u0161ance, \u017ee dos\u00e1hneme komunika\u010dn\u00edho \u00fasp\u011bchu.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong>Zaj\u00edmavost:<\/strong> Barva je zdaleka nejsiln\u011bj\u0161\u00edm faktorem p\u0159i rozhodov\u00e1n\u00ed o koupi.&nbsp;Na druh\u00e9m m\u00edst\u011b jsou hmatov\u00e9 vjemy, kter\u00e9 zvy\u0161uj\u00ed ochotu ke koupi a\u017e o 25 %.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<figure class=\"wp-block-image size-large\"><img width=\"1024\" height=\"696\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/tl-2-1024x696.jpg\" alt=\"vizitky, let\u00e1ky, p\u0159\u00edv\u011bsky - ra\u017eba a 3D f\u00f3lie\" class=\"wp-image-4763\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/tl-2-1024x696.jpg 1024w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/tl-2-300x204.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/tl-2-768x522.jpg 768w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/tl-2-1170x795.jpg 1170w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/tl-2-585x397.jpg 585w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/tl-2.jpg 1307w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Na obr\u00e1zku: p\u0159\u00edklad pou\u017eit\u00ed vylep\u0161en\u00ed &#8211; protla\u010den\u00ed a 3D f\u00f3li\u00ed v potisc\u00edch zna\u010dky tlani pani. Projekt: Estudio Albino<\/figcaption><\/figure>\n\n\n\n<h2><a><\/a><strong>Haptika podporuje n\u00e1kupn\u00ed rozhodov\u00e1n\u00ed<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>Dotek ovliv\u0148uje nejen n\u00e1kupn\u00ed rozhodnut\u00ed, ale vyvol\u00e1v\u00e1 \u0159adu asociac\u00ed se zna\u010dkou nebo produktem, kter\u00e9 se vytvo\u0159ily v minulosti. Dok\u00e1\u017eeme si vybavit dojmy vytvo\u0159en\u00e9 fyzick\u00fdm kontaktem s obalem nebo <strong><a href=\"https:\/\/justprint.cz\/vizitka-premium\">rafinovanou vizitkou<\/a><\/strong>. Tyto dojmy n\u00e1sledn\u011b utv\u00e1\u0159ej\u00ed obraz zna\u010dky v mysli a p\u0159edstavuj\u00ed ji jako luxusn\u00ed, elit\u00e1\u0159skou, origin\u00e1ln\u00ed nebo dbaj\u00edc\u00ed na detaily.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>P\u0159\u00edkladem zna\u010dky, kter\u00e1 ve sv\u00fdch marketingov\u00fdch aktivit\u00e1ch jedine\u010dn\u011b oce\u0148uje haptiku, je Apple. Zapojen\u00ed hmatu do u\u017eivatelsk\u00e9ho z\u00e1\u017eitku je dovedeno tak daleko, \u017ee i rychlost uvoln\u011bn\u00ed v\u00edka krabi\u010dky iPhonu je d\u016fle\u017eit\u00e1 pro vytvo\u0159en\u00ed napjat\u00e9ho o\u010dek\u00e1v\u00e1n\u00ed p\u0159\u00edchodu produktu.<\/em><\/strong><strong><em><\/em><\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2><a><\/a><strong>Hmotnost, textura, reli\u00e9f<\/strong><strong><\/strong><\/h2>\n\n\n\n<p><strong>Textura a vizu\u00e1ln\u00ed vlastnosti ovliv\u0148uj\u00ed n\u00e1kupn\u00ed rozhodnut\u00ed<\/strong>, zat\u00edmco senzorick\u00e9 vlastnosti je podporuj\u00ed. Jedine\u010dn\u00e9 tvary zvy\u0161uj\u00ed pozornost a podporuj\u00ed interakci &#8211; \u010dten\u00ed <strong><a href=\"https:\/\/justprint.cz\/letak-premium\">let\u00e1ku<\/a><\/strong> nebo vyzkou\u0161en\u00ed v\u00fdrobku. Tuto z\u00e1sadu velmi dob\u0159e ch\u00e1pou pr\u00e9miov\u00e9 zna\u010dky, jejich\u017e tisky obvykle zahrnuj\u00ed pou\u017eit\u00ed pap\u00edr\u016f vy\u0161\u0161\u00ed gram\u00e1\u017ee a vylep\u0161en\u00ed, kter\u00e1 zv\u00fdraz\u0148uj\u00ed nejd\u016fle\u017eit\u011bj\u0161\u00ed prvky sd\u011blen\u00ed.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/justprint.cz\/vzornik-povrchovych-uprav-premium\"><img width=\"1024\" height=\"429\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/CZ_baner_wzornik_uszlachetnien-premium-3-1024x429.jpg\" alt=\"\" class=\"wp-image-5427\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/CZ_baner_wzornik_uszlachetnien-premium-3-1024x429.jpg 1024w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/CZ_baner_wzornik_uszlachetnien-premium-3-300x126.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/CZ_baner_wzornik_uszlachetnien-premium-3-768x322.jpg 768w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/CZ_baner_wzornik_uszlachetnien-premium-3-585x245.jpg 585w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/CZ_baner_wzornik_uszlachetnien-premium-3.jpg 1170w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p><strong>Haptika v tisku<\/strong> umo\u017e\u0148uje pov\u00fd\u0161it ploch\u00fd a dvourozm\u011brn\u00fd tradi\u010dn\u00ed inkoust na trojrozm\u011brn\u00fd na z\u00e1klad\u011b reli\u00e9f\u016f a reli\u00e9f\u016f. Takov\u00e9ho smyslov\u00e9ho vylep\u0161en\u00ed tisku lze dos\u00e1hnout pomoc\u00ed zu\u0161lecht\u011bn\u00ed, z nich\u017e nejobl\u00edben\u011bj\u0161\u00ed jsou:<\/p>\n\n\n\n<ul><li>F\u00f3lie (leskl\u00e1, matn\u00e1 nebo jemn\u00e1 na dotek, p\u0159ipom\u00ednaj\u00edc\u00ed broskvovou k\u016f\u017ei), kter\u00e1 se nan\u00e1\u0161\u00ed po cel\u00e9m poti\u0161t\u011bn\u00e9m archu pap\u00edru.<\/li><li>3D f\u00f3lie (u <strong><a href=\"https:\/\/justprint.cz\/\">Justprint<\/a><\/strong> si m\u016f\u017eete vybrat ze zlat\u00e9, st\u0159\u00edbrn\u00e9, m\u011bd\u011bn\u00e9, \u010derven\u00e9, r\u016f\u017eov\u011b zlat\u00e9 a holografick\u00e9 f\u00f3lie)<\/li><li>UV lak pro zv\u00fdrazn\u011bn\u00ed vybran\u00fdch prvk\u016f v n\u00e1vrhu pro tisk<\/li><li>3D UV lak, kter\u00fd na povrchu tisku vytv\u00e1\u0159\u00ed reli\u00e9f.<\/li><\/ul>\n\n\n\n<h3><strong>Prozkoumejte na\u0161e produkty v kategorii <a href=\"https:\/\/justprint.cz\/category\/premiove-tiskoviny\">Premiov\u00e9 v\u00fdtisky<\/a><\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped\">\n<figure class=\"wp-block-image size-large\"><img width=\"369\" height=\"425\" data-id=\"4768\"  src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/369x425_3-a.jpg\" alt=\"let\u00e1k s 3D metalickou zlatou f\u00f3li\u00ed\" class=\"wp-image-4768\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/369x425_3-a.jpg 369w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/369x425_3-a-260x300.jpg 260w\" sizes=\"(max-width: 369px) 100vw, 369px\" \/><figcaption>Projekt: Justprint<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img width=\"369\" height=\"425\" data-id=\"4765\"  src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/369x425_2-10.jpg\" alt=\"plak\u00e1t s metalizovanou 3D zlatou f\u00f3li\u00ed\" class=\"wp-image-4765\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/369x425_2-10.jpg 369w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/369x425_2-10-260x300.jpg 260w\" sizes=\"(max-width: 369px) 100vw, 369px\" \/><figcaption>Projekt: Justprint<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img width=\"369\" height=\"425\" data-id=\"4767\"  src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/369x425_3-8.jpg\" alt=\"pozv\u00e1nka \/ pohlednice s r\u016f\u017eov\u00fdm zlatem 3D metalickou f\u00f3li\u00ed\" class=\"wp-image-4767\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/369x425_3-8.jpg 369w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/369x425_3-8-260x300.jpg 260w\" sizes=\"(max-width: 369px) 100vw, 369px\" \/><figcaption>Projekt: Justprint<\/figcaption><\/figure>\n<\/figure>\n\n\n\n<p>Haptika vytv\u00e1\u0159\u00ed siln\u011bj\u0161\u00ed, hlub\u0161\u00ed a smyslupln\u011bj\u0161\u00ed vztah k ti\u0161t\u011bn\u00e9mu d\u00edlu, proto\u017ee roz\u0161i\u0159uje komunikaci o fyzick\u00fd rozm\u011br. Fyzick\u00e9 haptick\u00e9 z\u00e1\u017eitky maj\u00ed mnohem v\u011bt\u0161\u00ed dopad ne\u017e tradi\u010dn\u00ed 2D plo\u0161n\u00e9 vjemy a rezonuj\u00ed hloub\u011bji ve v\u011bdom\u00ed. P\u0159ejet\u00ed prstem po zjemn\u011bn\u00ed vyvol\u00e1v\u00e1 v\u011bt\u0161\u00ed neurologickou aktivitu ne\u017e vn\u00edm\u00e1n\u00ed pouh\u00fdm zrakem.<\/p>\n\n\n\n<h2><a><\/a><strong>Haptika zvy\u0161uje p\u0159idanou hodnotu v\u00fdrobk\u016f<\/strong><strong><\/strong><\/h2>\n\n\n\n<p><strong>Haptick\u00e9 z\u00e1\u017eitky mohou utv\u00e1\u0159et vn\u00edmanou hodnotu v\u00fdrobk\u016f<\/strong>. Kontakt s vylep\u0161en\u00fdm potiskem je interaktivn\u011bj\u0161\u00ed a slibuje smyslov\u00fd z\u00e1\u017eitek, kter\u00fd poskytne kontakt s v\u00fdrobkem. Haptika \u010din\u00ed okam\u017eik kontaktu se zna\u010dkou hmatateln\u011bj\u0161\u00edm, a tedy hodnotn\u011bj\u0161\u00edm a skute\u010dn\u011bj\u0161\u00edm ne\u017e kontakt ve virtu\u00e1ln\u00edm prost\u0159ed\u00ed.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong>Zna\u010dka v digit\u00e1ln\u00ed dimenzi existuje jako abstraktn\u00ed v\u00fdtvor, zna\u010dka ve fyzick\u00e9 sf\u00e9\u0159e se zhmot\u0148uje, tak\u017ee m\u00e1 &#8222;vy\u0161\u0161\u00ed existen\u010dn\u00ed faktor&#8220;.<\/strong> <\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<figure class=\"wp-block-image size-full\"><img width=\"561\" height=\"425\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/561x425_2-26.jpg\" alt=\"pohlednice s 3D holografickou f\u00f3li\u00ed a texturovan\u00fdm lakem\" class=\"wp-image-4766\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/561x425_2-26.jpg 561w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/561x425_2-26-300x227.jpg 300w\" sizes=\"(max-width: 561px) 100vw, 561px\" \/><figcaption>Projekt: Justprint<\/figcaption><\/figure>\n\n\n\n<p><strong>Sd\u011blen\u00ed sd\u011blovan\u00e1 pomoc\u00ed tisku vytv\u00e1\u0159ej\u00ed asociace, kter\u00e9 z\u016fst\u00e1vaj\u00ed v pam\u011bti del\u0161\u00ed dobu a pozitivn\u011b ovliv\u0148uj\u00ed hodnocen\u00ed hodnoty zna\u010dky<\/strong>. \u010c\u00edm vy\u0161\u0161\u00ed je hodnocen\u00ed, t\u00edm v\u011bt\u0161\u00ed je \u0161ance, \u017ee spot\u0159ebitel vybere v\u00fdrobek. Proto se st\u00e1le v\u00edce spole\u010dnost\u00ed vyr\u00e1b\u011bj\u00edc\u00edch spot\u0159ebn\u00ed zbo\u017e\u00ed sna\u017e\u00ed pou\u017e\u00edvat zu\u0161lecht\u011bn\u00ed, neobvykl\u00e9 <strong><a href=\"https:\/\/justprint.cz\/produkty\/krabice-a-obaly\">tvary a form\u00e1ty obal\u016f<\/a><\/strong>, aby dodaly sv\u00fdm zna\u010dk\u00e1m individu\u00e1ln\u00ed identitu a odli\u0161ily je na pultech od v\u00fdrobk\u016f stejn\u00e9 kategorie.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00edky haptice z\u00edsk\u00e1vaj\u00ed ti\u0161t\u011bn\u00e9 reklamn\u00ed materi\u00e1ly v\u00fdhodu, kterou digit\u00e1ln\u00ed m\u00e9dia nemaj\u00ed. Pokud je do interakce zapojen dal\u0161\u00ed smysl &#8211; hmat, je sd\u011blen\u00ed l\u00e9pe zapamatovateln\u00e9 a zvy\u0161uje se \u0161ance na pozitivn\u00ed&hellip;<\/p>\n","protected":false},"author":1,"featured_media":4762,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[36,39,35,38],"tags":[214,102,144,159,43,127,136,122,114],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/4769"}],"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=4769"}],"version-history":[{"count":3,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/4769\/revisions"}],"predecessor-version":[{"id":5428,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/4769\/revisions\/5428"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media\/4762"}],"wp:attachment":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media?parent=4769"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/categories?post=4769"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/tags?post=4769"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}