Pazarlama Açısından Ambalaj Tasarımında Renk Olgusu ve Yapay Zeka İle Olan İlişkisi

Yıl 2024, Cilt: 10 Sayı: 19, 51 - 69, 27.06.2024

Abdulselam Kaya , Tamer Kavuran

Öz

Ambalaj tasarımı, üretici ile tüketicinin etkileşimde bulunduğu bir iletişim sürecinin kapısını aralar. Tüketici, market raflarında üründen önce ürün ambalajı ile karşılaşır ve bu ambalaj iletişim sürecini belirler. Günümüzde ürün ambalaj tasarımında yenilikçi yaklaşımlara rastlanmaktadır. 2023 yılından itibaren birkaç önemli markanın ürün ambalaj tasarımında yapay zeka ile iş birliğine gittiği görülmektedir. Bu markalar ürünün hem tadı, hem formülü hem de tasarımı konusunda yapay zekadan faydalandığını ifade etmektedir. Bu stratejiyle markaların tüketiciler üzerinde etki uyandırmaya çalıştığı anlaşılmaktadır. Bu stratejinin oluşturulmasında ambalajda kullanılan görsel tasarım unsurları önemli bir yere sahiptir. Bu unsurların en önemlilerinden biri de tüketicinin dikkatini ilk olarak çeken renktir. Bu bağlamda nitel metodun kullanıldığı çalışmada ilk olarak yapay zeka ile iş birliği içinde tasarlanan ambalaj tasarımlarında kullanılan renklerin satın almadaki etkisi renklerin algısal ve psikolojik çağrışımları açısından incelenmiş, ardından yapay zekanın bu ambalaj tasarımları üzerindeki rolü kullanılan renkler üzerinden değerlendirilmiştir.

Anahtar Kelimeler

Yapay Zeka, Pazarlama, Ambalaj, Renk

Kaynakça

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