Endüstriyel tasarımda ürün ve marka algısı ve ilişkisi: Bir çikolata markası özelinde anlam bilimsel bir metod uygulaması
Product and brand congurity and connection in industrial design: Semantic method practice in the specific on a chocolate brand
Yazar: CAN GÜVENİR
Danışman: DOÇ. DR. ŞEBNEM TİMUR ÖĞÜT
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü / Endüstri Ürünleri Tasarımı Ana Bilim Dalı
Derece: Yüksek Lisans, 2014
Konu: Endüstri Ürünleri Tasarımı = Industrial Design

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.

Abstract:
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.