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!,.4";/,& 4,& e2/$*+$:J"#"/"& "/0:1/1$& 3,& A"#$0"#,/,& 3,$%415,& 1& 02-/2:,& 4,6/$*$-4"&J"&,4,-131:,-&0,4,%;01"/&;"51"-"J&H. M. McLuhan, 0"6&K$&0,.$fb&j"#$0"/& 4,;/"62#,&%,&J"&3,9"34,$&;#$/"/&;"&;1/$&;$/1-,&9"%$%4,0#"&C;-2IH&*1:1;H&%"91:H&#1%&1& #02;D& 0,%$& B/"&/$I41A01/$& ;"34,416,& ;$& ;,*"&9:"%"-.2#,<$& 4,& ;$/1-,/,d(& 1j"#$0"/& $& ;2B/$;/#"& 0"$& e 3,#1;4"& "%& :,*4"/$.,/,& 4,& ;$/1-,/,(& )*+,-,.,/,& $& 9:"%"-.$41$& 4,& ;$/1-,/,& 3,& #1%H& ,& /$-$>"4"/& 1& :,%1"/"& ;$& 9:"%"-.$41$& 4,& ;$/1-,/,& 3,& ;-2I(& @"& 9"6,#,/,& 4,& 91;*"/"H& ,& ";"+$4"& ;"& 9"6,#,/,& 4,& 9$A,/$41/$& *$%12*1H& :,*4"/$.,/,& ";$/1-,& 4,:2B2#,<$(&j"#$0"/& 4$& %"+1#,& & ;-10,& 3,& ;#$/"/& :,*4"*$:4"&;"&;1/$& ;$/1-,H& 9:$/$.4"& ;"& #1%"/H& ;"& 9"*"B& 4,& /$0;/2,-41& 14>":*,511(& @9":$%& McLuhanH;,*& *$%12*H& /($(& 4";1/$-& 4,& 9":,0,H& ,& 4$& ;,*"& 4$6314,/,& ;"%:.14,& #-16,$& 4,& A"#$0"/H& 4$J"#,/,& 51#1-13,516,& 1& 02-/2:,(& McLuhen /",& J"& ;14/$/131:,-& ;"& :$A$415,/,f& „Medium is the m!ssage “ –P$%12*"/&$&9":,0,( 2 89"I,/,&4,&A"#$0"#,/,&51#1-13,516,& #"&0"6,&%"*14,4/4"&*$;/"&*$c2&;$/1-,/,&*2&9:19,c,&4,&#1%"/H&,&%"*14,4/4"&*$;/"&*$c2& *$%12*1/$& $& 9$A,/$<$/"H& ,& 9"/",& 9$A,/$<$& 4,& ,*+,-,.,/,H& ;-"+"%4"& *".$& %,& 6,& 4,:$A$*$& #132$-4,& 51#1-13,516,(& `:,6"/ 4,& /,,& $:,& 34,A1& 0"*962/$:"/H& 14/$:4$/& 1& /$-$#1316,H&0"1&1;/"&/,0,&9"%$%4,0#"&;$&#0-2A2#,,/& #"&;1/$&4,B1&;$/1-,H&#0-2A2#,6K1& J"& 1& 5$4/:,-41"/& 4$:#$4& ;1;/$*(& a"%& 0"*2410,516,& *1;-1*$& 4,& 9:"5$;"/& 4,& 9:$4$;2#,<$H& 9:1$*& & 1& 0":1;/$<$& 4,& 14>":*,511/$ B/"& J1& "%:,32#,,/& ;1J4,-1& 0"1& *".,/& %,& ;$& 9:"#$:,/& C:$,-131:,,/D& >131A01H& I$*1;01& 1& +1"-"B01(& & ="6& 9:"5$;& J$4$:,-4"& 9:$/;/,#2#,& 9";/"$<$& 4,& 4,6*,-02& %#,& 9,:/4$:1& #"& 0"*2410,51;01"/& 9:"5$;(&N$4"*$4"/&4,&0"*2410,516,/,&$&9:#1"/&4,2A4"&1;/:,.2#,4&"%&Norbert Wiener, "/0:1$4& 3,& #:$*$& 4,& ;#"1/$& 1;/:,.2#,<,& 4,& 4$0"1& *4"J2& 14/$:$;41& 1& -"J1A01& 3,0-2A"51(&@9":$%&Norbert Wiener, 30"*24151:,<$/"&$&;$0,0"&9:$4$;2#,<$&4,&9":,0,H& /($(&14>":*,516,&9"*$c2&%#,&;2+6$0/,&#"&0"*2410,51;01"/&9:"5$;f1;9:,K,A&C"4"6&0"6&6,& 1;9:,K,&9":,0,/,D&1&9:1*,A&C"4"6&0"6&6,&9:1*,&9":,0,/,D(&_,&%,&*".$&14>":*,516,/,&%,& ;$& 1;9:,/1H& *":,& %,& 9";/"1& 4$0"6& *$%12*& C0,4,-DH& 0"6& K$& 41& 9:$/;/,#2#,& ;:$%;/#"& 3,& 9:$4$;2#,<$&4,&9":,0,/,(&=",&#;2B4";/&#"&4,B1"#&9:1*$:&$&,*+,-,.,/,(&`"45$9/1/$&1& :$B$416,/,&0"1&J1&1*,*$&#"&4,B1/$&J-,#1&4$&*".$*$&#"&/,0"#&"+-10&%,&J1&9:$4$;$*$, 9,& *":,& %,& J1& 9:$4$;$*$ #"& ;1;/$*& 4,& 34,51H& ;1*+"-1H& 1-2;/:,511& #"& "%:$%$4& 0"%(& M#1$&;1*+"-1&9,/2#,,/&413&0,4,-"/&1&%",c,,/&%"&9:1*,A"/&0"%1:,41&14>":*,511H&0"6& J1& %$B1>:1:,& /($(& ;1*+"-1/$& J1& 9:$/#":,& #"& "%:$%$4& /$:*14& C9"1*D(& a:"5$;"/& 4,& 0"*2410,516,&/$A$&4,&"#"6&4,A14f&1;9:,K,AH&"%-2A2#,&0"6&9"1*&;,0,&%,&J"&9:$4$;1H&/"6& 9"1*& J"& 0"%1:,& CJ"& 9:$/#":,& #"& ;1*+"-1 - 3+":"#1H& +20#1H34,51D& 1& $*1/1:,& C3+":2#,H& 91B2#,D( a:1*,A"/& %"+1#,& 9":,0,& 1& 6,& %$0"%1:,( _,& %,& *".$& 0"*2410,516,/,& %,& $& #"3*".4,H&0"%"/&*":,&3,&%#$/$&;/:,41&#"&0"*2410,516,/,&%,&+1%$&$%4,0"#&1&"%4,9:$%& %"J"#":$4&/($(&9"34,/&4,&1;9:,K,A"/&1&9:1*,A"/(&a:"+-$*&4,;/,42#,&0"J,&9:$4";"/&4,& 9":,0,/,H& "%4";4"& 9:1& 0"%1:,<$& 1& %$0"%1:,<$& 4,& 14>":*,516,/,& 0"6,& $& 9:$%*$/& 4,& 9:$4$;2#,<$(& h,& :$9$:/",:"/& 4,& 9:$%,#,/$-1& 1& 9:1$*4151& 4,& 14>":*,516,/,& /($(& 41#41"/& ;1*+"-1A01& :$A410& 410"J,B& 4$& ;$& 1%$4/1A41H& 4"& ;,*"& 9"#$K$& 1-1& 9"*,-02& ;-1A41(& a":,%1& /"6& >,0/& 1%$6,/,& 0"6,& 1;9:,K,A"/& ;,0,& %,& 6,& 9:$4$;1& 410"J,B& 4$& "%J"#,:,& 4,& 14>":*,511/$& 0"1& 9:1*,A"/& 4,& 14>":*,511& J1& 9:1*,H& 0,0"& 9":,%1& :,3-1A41/$& 0"45$9/2,-41& :$5$9/":1H& & 4"& 1& 9":,%1& :,3-1A41"/& 4,A14& 4,& 0"%1:,<$& 1& %$0"%1:,<$H&3,$%4"&;"&4$0"1&%"9"-41/$-41&/$B0"/11&0"1&;$&9"6,#2#,,/&C9:(&+2A,#,&#"& 0,4,-"/D(& & h,& 9":,0,/,& #"& 0,4,-"/& %$6;/#2#,,/& :,341& -"0,-41& >,0/":1& 0"1& $& %$>":*1:,,/(&_,&%,&;$&13+$J4$&4$%":,3+1:,<$/"&#"&9":,0,/,&9":,%1&9:$A01&#"&0,4,-"/H& 1

McLuhan, H. M., Understanding media - the extensions of man, Random House, New York, 1987 McLuhan, H. M. & Fiore, G., The medium is the massage, Bantam, New York, 1977 3 Wiener, N., The Human use of Human Beings, New York, 2

9:1& 0"%1:,<$/"& ;$& %"%,#,& "%:$%$4& #1B"0& 4,& ;1*+"-1(& M#"6& #1B"0& & 4,& ;1*+"-1 *2& "#"3*".2#,&4,&9:1*,A"/&4,&14>":*,516,/,&%,&6,&:,3+$:$&9":,0,/,&1&4$6314"/"&34,A$<$& 1&9"0:,6&:,3-1A41/$&"0"-4";/1&4,&0"*2410,516,(& )0"&4$&9";/"1&3,$%41A01&:$9$:/",:H& 0"*2410,516,/,& $& 4$#"3*".4,H& ;2+6$0/1/$& #"& 9:"5$;"/& 4,& 0"*2410,516,& 4$& ;$& :,3+1:,,/(& M%:$%$4,& 0"-1A14,& 4,& #1B"0& ;1*+"-1H& ;9":$%& A. A. Moles 4 ,6,& "%:$%2#,& ":1J14,-4";/,& 1-1& +,4,-4";/& 4,& 9":,0,/,H& "%4";4"& 14>":*,516,/,(& a":,0, 0"6,& 4$& ;"%:.1& ,9;"-2/$4& #1B"0H& *,0;1*,-4"& $& ":1J14,-4,H& 4"& 1& 9"/9"-4"& 4$:,3+1:-1#,(& a":,0,/,& ;"& "J:"*$4& +:"6 4,& #1B"0, *,0;1*,-4"& $& :,3+1:-1#,H& 4"& $& 1& 9"/9"-4"& +,4,-4,H& /($(& 4$*,& 410,0#,& 14>":*,516,(& )0"& k& $& *".4";/& "%& 9"J:$B4"& %$0"%1:,<$H& "%4";4"& ":1J14,-4";/& 4,& 14>":*,516,/,H&,& %"%$0,& Y $& #1B"0& 4,& ;1*+"-1H& /($( #1B"0& "#%$&1*,*$&*".4";/f X=0, Y=lH B/"&34,A1&%$0,&9":,0,/,&$&+,4,-4,(&!"&%:2J1"/&;-2A,6H& 0"J,& X=lH& ^& mnoH 9":,0,/,& $& *,0;1*,-4"& ":1J14,-4,(& A. A. Moles 6,& 1-2;/:1:,-& /,,& 13:$0,f&b`"J,&9:1*,A"/ 4,&14>":*,516,&+1&*".$-&%,&9"/:"B1&+$;0"4$A4"&*4"J2&#:$*$& 1&+$;0"4$A4"&*4"J2&;:$%;/#,H&/"J,B&+1&*".$-"&%,&;$&9:,#1&:,3-10,&&0,0#,&1&%,&$&;-,+, 9":,0,& #"& 0"-02& 1& %,& $& 6,0,& +2A,#,(& @9:"/1#4"& 4,& /",& 3,& %,& ;$& 1;9:,#,/& 9:$A01/$& #"& 0,4,-"/&4,;/,4,-$&4$2;"J-,;2#,<,&4,&34,0"#41"/&:$9$:/",:&4,&9:1*,A"/&1&1;9:,K,A"/& 4,& 14>":*,516,/,H& 9"/:$+4"& $& %,& ;$& 13+$:,/& 0"%"#1& 0"1& 9";$%2#,,/& *".4";/& 3,& ;,*"0":$0516, â&#x20AC;&#x153;. M;#$4& #"& $%$4& 9:,#$5H& *".4,& $& 1& 0"*2410,516,& #"& %#,/,& 9:,#51H& 0"J,& %#,/,& 9:$%*$/1& #"& 0"*2410,51;01"/& 9:"5$;& ;$& ,0/1#41& 1& 1;9:,K,,/& 4$0"1& 9":,01(& a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`"4J:$;"/& ICOGRAD15 6 +,:,<,/,& J1& 1*,& >":*2-1:,4"& #"& A$/1:1& /"A01& 0"1& J:,>1A01/$&%13,64$:1&*":,&%,&J1 9"A1/2#,,/(&=",&;$f ,D& & !132$-4,/,& 9":,0,& *":,&%,& +1%$& 4$%#";*1;-$4,& 1&6,;4"& 4$& 9:$%29:$%2#,& 3,& 34,A$<$/" +D&&g"+:,/,&#132$-4,&9":,0,&*":,&%,&1*,&1;/"&34,A$<$&3,&;1/$&-2c$&3,&0"1&$&/,,& 4,*$4$/, #D& & g"+:,/,& #132$-4,& 9":,0,& *":,& %,& +1%$& ;>,/-1#, 1& *" : ,& %,& ;$& A1/,& +: 3"& 1& ;1J2:4"&+$3&3,+241 JD&&g"+:,/,&#132$-4,&9":,0,&*":,&%,&+1%1&#1%-1#,&1&:,3+1:-1#,( @$0"6,& "+-102#,4, 14>":*,516,& 1*,& A$/1:1& %1*$4311(& h2-/, -%1*$4316,& "%J"#,:,& 4,& #:$%4";/,& 4,& ;/1*2-,516,H& & ;14/,0/1A0,& #:$%4";/H& ;$*,4/1A0"& 9:$3$4/1:,<$& 4,& 34,51& 1& 9:,J*,/1A0,& #:$%4";/& 4,& 3,9,*$/2#,<$ 1& "%4$;2#,<$( !"& 42-/,/,& %1*$4316,& 34,0"/& $& ;>,/$4 0,0"& 4";1/$-& 4,& 14>":*,516,/,& 1& 9:$;/,42#, %,& +1%$&4$B/"&;,*"&3,&;$+$(&@"&42-/,/,&%1*$4316,&*".$&%,&J"&9"#:3$*$ 9"1*"/&A1/-1#";/(& 4

Moles, A. A., Sociodinamiqe De La Culture, Menton, Den Haag, 1979. Wiener, N., Cybernetics, Wiley, New York, 1968. 6 ICOGRAD, International Council of Graphic Design Associations, 5

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Dreyfuss, H., Symbol Sourcbook, McGraw Hill, New York, 1971 Mesaroš, F., !"#$%&'()*"+#&"&,-."*/+pW^qT&rXT&RsW^tRuvT&w[v\^WH&x^yW[sH&'z{|(H

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Mesaroš, F., Tipografski oblikovanje, ~T ^&yW^qTrX^& XRS^H&x^yW[sH&'z |(H

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DEFGHIJFKL/MNL/Povijest knjige, Nakladni zavod Matice hrvatske, Zagreb, 1985.

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Kancir, J., Standardizacija sustava pisma hrvatskog jezika, magistarski rad, FOI, Varaždin, 1998. Mesaroš, F., !"#$%&'()*"+#&"&,-."*/+pW^qT&rXT&RsW^tRuvT&w[v\^WH&x^yW[sH&'z{|(

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Žiljak, V., Stolno izdavaštvo, DRIP, Zagreb, 1989.

1/,*& 1-1& 0"4/:,;/ 9:$/;/,#2#,& :,3-10,& 1& ;9:"/1#4";/(& 1/,*& $& 4,13*$41A4"& 9"6,#2#,<$ 4,&/,0#1&;9:"/1#4";/1(&&8-$*$4/,:41"/&:1/,*&#"&/19"J:,>16,/,&;$&4,"c,&#"& ";4"#41/$&/19"J:,>;01&$%141A41 14>":*,511- +20#1(&@1/$&+20#1&*".,/&%,&;$&13#$%,/& "%& ";4"#41& J$"*$/:1;01& -10"#1H& 0#,%:,/H& 0:2JH& /"A0,(& !"& 41#& ;$& 0"*+141:,,/& ;9:"/1#41& 9:,#51& 1& "+-151H& I":13"4/,-41& 1& #$:/10,-41H& ;91:,-41H& 0";1H& 0:1#1& ;"& 9"A$/41&1&3,#:B41&9"/$31(& `"4/:,;/"/& 1& :1/*1A0"/"& 13*$42#,<$& 4,& ;9:"/1#4";/& $& *4"J2& #,.4"& ;:$%;/#"& 3,& :,3+1#,<$& 4,& *"4"/"416,/,& 1& ;"3%,#,<$& 4,& %14,*1A0,& /$4316,( `"4/:,;/"/& ;$& 9"6,#2#,&#"&13+":"/&4,&#1%"/&4,&91;*"/"&1&J"-$*14,/,&1&%"-.14,/,H&0,0"&1&:,;9":$%"/& 4,& :$%"#1/$(& M;4"#4"& 9:,#1-"& #"& 9:1*$4,& 4,& 0"4/:,;/"/& *".$ %,& ;$& >":*2-1:,& 4,& ;-$%41"#& 4,A14f& %#$& #:$%4";/1& *".$& %,& +1%,/& 9"/9"-4"& $%4,0#1& & ,0"& 4$& ;$& $%4,0#1H& /"J,B& :,3-10,/,& 9"*$c2& 41#& *":,& %,& +1%$& 34,A1/$-4,(& _,& A1/,/$-"/& 4,& /$0;/2,-41/$& 14>":*,511& 4,& ,*+,-,.,/,& 4$& ;*$$& %,& ";/,41& 41& *,-02& ;"*4$.& 3,& /",& %,-1& %#,& $-$*$4/1&;$&$%4,0#1&1-1&4$&;$( 1/,*"/&4,&/19"J:,>;01/$&$-$*$4/1&4,&,*+,-,.,/,&;$& 9";/1J42#,& & ;"& 13*$42#,<$& 4,& 0:,/01& 1-1& %"-J1& :$%"#1(& _,+$-$.1/$-4,& :,3-10,& #"& %"-.14,/,& 4,& :$%"#1/$& ";/,#,& #9$A,/"0& 4,& ;4,.4"& %#1.$<$& 0"$& *".$& 4$J,/1#4"& %,& #-16,$& 4,& A1/-1#";/,(& h$3,+$-$.-1#,/,& :,3-10,& #"& %"-.14,/,& 4,& :$%"#1/$& & 6,& ;-,+$$& :1/*1A0,/,& 1J:,& 1& 4$& %$-2#,& $;/$/;01( }*$:$4& 0"4/:,;/& 4,& %"-J1& :$%"#1& J"& %".1#2#,*$& 0,0"& 9:1:"%4"& :,3%#"62#,<$& 4,& /$0;/"/(& ?3$%4,A$4";/,& 4,& :$%"#1/$& +$;*1;-$4"&$&4,;1-;/#"&4,%&/$0;/2,-41/$ 14>":*,511&0"1&6,&241B/2#,,/&A1/-1#";/,(

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DPQFHIJFKL/RNL/Suvremena ambalaža I, O0"-;0,&041J,, Zagreb, 1982.

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h,6$%4";/,#$4& "+-10& 4,& 9:$3$4/,516,& 4,& 9:"13#"%"/&&;-10, 1-1&5:/$.&&4,&9:"13#"%"/&4,&,*+,-,.,/,&0"6,&1*&%,#,&4,&J-$%,A1/$& 14>":*,516,&B/"&$&#4,/:$&#"&9,02#,<$/"( a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h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

2.2.2 !&19":& h1$ #$K$& 4,J-,;1#*$& %$0,& $%4"& "%& 4,6J"-$*1/$& "/0:1/16,& 4,& A"#$0"#1"/& 2*& $& 91;*"/"H&"%4";4"&;1*+"-1/$&;"&A16,&9"*"B&*".$&%,&;$&9:10,.2#,,/ 1%$1H&0"45$9/1&1& *1;-1(& M/0:1#,<$/"& 4,& 91;*"/"& "#"3*".2#,& 1%$1/$& 1& *1;-1/$& %,& ;$& 9:$4$;2#,,/& 4$3,#1;4"& "%& 9:";/":"/& 1& #:$*$/"H& 9:1/", 14%1:$0/4"& 9:1%"4$;2#,6K1& :,3#"6& 4,& 5$-"0294,/,&A"#$A0,&51#1-13,516,&1&02-/2:,(&h,&91;*"/"&*".$&%,&*2&3,+-,J"%,:1*$&3,& %$4$B41"/&;/,%12*&4,&/$I41A01"/&:,3#"6H&4,&/$-$#1316,/,H&/$-$>"4"/&1&;-(&3,/",&B/"&$& "#"3*".$4"& 9:$4$;2#,<$& 4,& 1;02;/#,& ;"& J$4$:,511& 1& "%& $%4,& %:.,#,& #"& %:2J,( M/0:1/1$/"& 4,& e2/$*+$:J"#,/, 9:$;,& 3,& 9$A,/$<$& 1*,& %"%,%$4"& 91B,4& "+-10& 4,& 0"*2410,516,/,H0"6,&9:$/;/,#2#,&&2B/$&$%4,&#,.4,&0,:,0/$:1;/10,H&,&/",&$&*,;"#4";/,( a10/"J:,*1/$ 15 4$& *".$& %,& ;$& ;*$/,,/& 3,& 91;*"H& +1%$6K1& 1*& 4$%";/,;2#,,/& 4$0"1&+1/41&0,:,0/$:1;/101(&h1$ 4$&/:$+,&9";$+4"&%,&J1&2A1*$&C;-101/$&;$&:,3+1:,,/& 15

Bauer, K., Ambala탑a je nezamisliva bez piktograma i ideograma, Ambala탑a br. 9., Tectus, Zagreb, 1998.,

;,*1&9"&;$+$DH&+1%$6K1&/1$&4$*,,/&"%:$%$4&0"4$A$4&+:"6,&4,&>":*1:,41&;1*+"-1H&41/1& /1$&;1*+"-1&1*,,/&/"A4"&"%:$%$4&"+-10&1&34,A$<$( !"&9:10,.2#,<$/"&4,&,9;/:,0/41/$& 9"1*1H&910/"J:,>16,/,&;$&;-2.1&;"&;1*+"-1H&,&41#41/$&13#":1&9:$/$.4"&;$&9:"4,"c,,/& #"& *1/"-"J16,/,(& a:$%4";/,& 4,& 910/"J:,*1/$& $& /",& B/"& /1$& ;$& 4,%#":& 1& 4,%& +1-"& 0"6& 6,310H& 0,0"& 1& *".4";/,& 3,& -$;4"& :,3+1:,<$& 3,& ;1/$& -2c$( `,0"& 4,6%"+,:& 1& 4,6A$;/& 9:1*$:H& 29"/:$+,/,& 4,& 910/"J:,*1/$& #"&;$0"6%4$#41"/& .1#"/& ;$& ;""+:,K,641/$& 34,51(& ?%$"J:,*1/$& ;$& 9"#1;"0"& :,3#"64"& 41#"& "%& 910/"J:,*1/$& 0"1& 4,;/,42#,,/& ;"& :,;0-"92#,<$& 4,& 9:#"+1/4,/,& ;-10,(& h$0"1& 910/"J:,*1& ;$& %$>141:,41& 1& 4":*1:,41H& /($(&13:,32#,,/& *1;-1H& ,& 4$& >"4$/1A01& >":*1:,41& 3+":"#1(& ?%$"J:,*1/$& ;$& J:291:,,/& #"&:,3-1A41&;1;/$*1H&0"1&9"/",&;$&%"9"-42#,,/ ;"&;1*+"-1&;"&2/#:%$4,&0"4#$4516,&1& A$;/"& ;$& 0"*+141:,,/& ;"& +20#1& 1& 910/"J:,*1( h,69"34,/& ;1;/$* 4,& 1%$"J:,*1& ;$& :1*;01/$& 1& ,:,9;01/$& +:"601H& 14/$:924051;01/$ 34,0"#1H& *,/$*,/1A01/$& 34,0"#1H& *$/$":"-"B01/$ 1&%:2J1&;1*+"-1( h,6#,.$4&;1*+"-1A01&;1;/$*&&3,&A"#$0"/&$&J"#":41"/&6,310. 16e"#":41"/&6,310&6,& 0,:,0/$:131:,& A"#$0"#,/,& ;9";"+4";/& %,& 9:"13#$%2#,& J-,;"#1& 0"1& ;$& 9"#:3,41& ;"& 9";/,#2#,<$& 4,& J-,;"#1& 1-1& #"& 3+":"#1& 4,& J"#":"/(& _4,51/$ 0"1& ;$& 0":1;/,/& #"& J"#":41"/& 6,310& ;$& 3+":"#1& 1& 0"*+14,511& "%& 3+":"#1H ;$& :,3#1#,,/& 1& %";/,#2#,,/& "%:$%$4,&;"%:.14,&1&34,A$<$(&_,&6,310"/H&0,0"&3,&;$0"6&;1*+"-1A01&;1;/$*H&#,.4"&$&%,& 9";/"6,/& "%:$%$41& 9:,#1-,& 3,& 9"#:32#,<$& & 4,& 34,51/$& & 1& ;"& 41#4"& 9"#:32#,<$& %,& ;$& ";/#,:2#,&"%:$%$4"&34,A$<$H& A11&4";1/$-1&;$&3+":"#1/$&1&0"*+14,511&4,&3+":"#1/$&#"& 6,310"/( !"3*".4,& $& 0"*2410,516,& 9"& 9,/& 4,& :,341& J"#":41& 6,3151H& 3,:,%1& /",& B/"& ";"+1/$& & 0"1& & 0"*24151:,,/& 4,& 1;/1& 4,A14H& J1& 9"#:32#,,/& ;1*+"-1/$& 4,& 6,310"/& 1& 41#41/$&0"*+14,511H&0"45$9/1&1&34,A$<$&4, "#1$&;1*+"-1&0"1&J"&9:$/;/,#2#,,/(& P$c2& 2A$;4151/$& #"& 0"*2410,516,/,& 9";/"6,/& 9:145191& 4,& 1;/"& ;>,K,<$ "%4";4"& 13*$c2& #$:+,-41/$&;1*+"-1&1&1%$6,/, B/"&#$:+,-41/$&;1*+"-1&6,&9:$/;/,#2#,,/( "J"& 1-1& 3,B/1/$4& 34,0H& $& ;1*+"-& 0"6& 9"& %$>141516,& $& 3+1:& 4,& ;1/$& 9:$/;/,#2#,<, 1&0"45$9/1, 0"1&9";/"6,/&1&;$&;"3%,#,,/&#"&-2c$/"&0"1&%",c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c,,/&"%&-,/14;01"/&3+":&inititium B/"&34,A1& 9"A$/"0H& ,& "34,A2#,& 9"A$/"0& 4,& :$%& 1-1& ;$0516,(& ?41516,-1/$& 4,6A$;/"& ;$& 1;/,04,/1& "%4";4"&/1$&9:$/;/,#2#,,/&20:,;41&+20#1( =,0#1&;1*+"-1&;$&9"6,#2#,,/&#"&9$//1"/&#$0& #"&,4/1A01/$&:,0"91;1H&,&;$&#,.41&%$0":,/1#41&$-$*$4/1&#"&;:$%4"#$0"#41"/&:,0"91;& 4,& 041J1/$(& !"& 9:#1/$& 9$A,/$41& 041J1& ";/,#,4,& $& 9:,#",J"-4,& 9:,3414,& #"& 0"6,& 1-2;/:,/":"/& %"9"-41/$-4"& J1& 1;5:/2#,& 141516,-1/$& ;"& 5:#$4"& 1-1& ;14"& *,;/1-"(&

STQUVJFKL/WNL/Komunikologijsko oblikovanje programa 0"1,'2."3+*$4,."*'5"6'+.'+7&'("+-*$4+('*,2898,+:09,-"2";8' u Zagrebu, magistarski rad, FOI, Varaždin, 1997.,

a"%"54,& 141516,-1/$& ;$& :$3+,41& #"& %:#"& 1-1& *$/,-H& +1-$& "/1;42#,41& 3,$%4"& ;"& /$0;/"/( !1<$/1&;$&;,*";/"641&5:/$.1H&;1*+"-1&0"1&0,0"&20:,;&;/"6,/&4,&9"A$/"0"/&1-1& 3,#:B$/"0"/&4,&4$0"$&91B,4"&9"J-,#6$(&a"/$042#,,/ "%&>:,452;01"/&3+":&feuille de vigne, B/"&34,A1&#14"#,&-"3,(&M;#$4&2*$/41A01&13:,+"/$41/$&9:1:"%41&;1*+"-1&– #1<$/1/$&3,&"%:$%$4"&%$-"H&#"&/19"J:,>16,/,&;$&0":1;/,/&413,&4,&;/,4%,:%41&#1<$/1H& 0"1&;9":$%&*"/1#1/$&J1&%$-1*$&4,&;9":/;01H&/2:1;/1A01H&02-14,:;01&1/4(

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DVXFKL/YNL/Oznake na ambalaži, Ambalaža br. 11, Tectus, Zagreb, 1999.,

=,+$-,&'(&a:$J-$%&4,&;1*+"-1&3,&4,A14"/&4,&29:,#2#,<$&;"&/:,4;9":/4,/,&02/16,& C,*+,-,.,D

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GQ^_^QFKL/`NL/79.9&"&'.69+2"."6)*"3+*$<$0'+,+=$6"+"+.9*9+4$%,>.$)8"+*$&"štenja u informacijskim sustavima, "#$%&'(#')(#, FOI, Varaždin, 1996. 19 Rodin, A., Uloga EAN-KODA u sistemu distribucije proizvoda-primjena na ambalaži, paletama i kontejnerima, Jugoslavensko savjetovanje, Zagreb, 1987.

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Export Packaging, New US Food and Drug Administration Food Labelling Regulations, International Trade Centar, May, 1994., Export Packaging, The Potencial Impact of Environmental Legislation on Export Packaging from Developing Countries, International Trade Centar, October, 1991.

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Keller, G., Uloga boja u dizajnu ambalaže i prodaji proizvoda, Savjetovanje Ambalaža i marketing, Zagreb, 1972. 24 Favre, J. P., Collor Sells Your Package, ABC Edition, Zurich, 1969.

9";:$%2#,<$/"& 4,& 14>":*,511/$& 9"*$c2& ,*+,-,.,/,& 1& 9"/:"B2#,A"/(& a:1& /",& ,>141/$/"/&*".$&%,&9:"13-$3$&9"*$c2&+"6,/,&1&,*+,-,.,/,H&4"&*".$&%,&;$&;"3%,%$&1&4,& ";4"#,&4,&9"B1:"0&9:"5$; 4,&;"34,416,H&9":,%1&B/"&4$0"1&9:"13#"%1&";"+$4"&A$;/"&;$& 42%,/& #"& ,*+,-,.,& ;" "%:$%$41& +"1, 1-1& 3,/",& B/"& $& "%:$%$4,& +"6,& 4$3,#1;4, "%& 9:"13#"%"/& 1& 0"40:$/4,/,& ,*+,-,.,, ;/$04,-$& "%:$%$4"& 9"34,#,<$& 3,& ;1*+"-10,/,H& B/"& 9"0,;4"& 0"J,& K$& ;$& ;"3%,%$& 0"40:$/$4& 0"-":1/& 3,& ,*+,-,.,/,H& ;$& 9:$4$;2#,& 1& 4,& 9:"13#"%"/(“ 25 h,&+"6,/,&0,0"&$-$*$4/&3,&3,9,*/2#,<$&4,&9:"13#"%"/&#"&-1/$:,/2:,/,&*".$&%,& ;$&9:"4,6%,/&9"#$K$&*1;-$<,H&,&41$&K$&J1&;9"*$4$*$&;,*"&4$0"1&3,&%,&*".$&%,&;$&2"A1& 34,A$<$/"&4,&+"6,/,( )#/":"/&&F \RW& Rv^SU&G. McCaughey 26 #"&#:;0,&;"&/",&K$&4,91B$f& b_,& >$4"*$4"/& 4,& 9,*/$<$& 9";$+4"/"& 34,A$<$& 1*,& +"6,/,(& a:"13#$%2#,A1/$& 4,;/"62#,,/& ;#"6,/,& ,*+,-,.,& %,& 6,& "+"6,/& /,0,& %,& /,,& *"*$4/,-4"& 9,c,& #"& "A1, 0"J,& $& 9:"13#"%"/& ;*$;/$4& 9"0:,6& %:2J1& ;-1A41& 9:"13#"%1H& %:2J1& +:$4%"#1& H& "%4";4"& %:2J1& 9:"13#"%1/$-1( @"& /$0"/& 4,& #:$*$/"& 9"/:"B2#,A"/& ;$& 4,#1042#,& "%:$%$41& 9:"13#"%1& %,& J1& 9"#:32#,& ;"& "%:$%$4,& +"6,(& a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“ `"4&0:,6"/&4,&'z&#$0(&O#,65,:$5"/& P. Lusher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c2& "A1/$& 4,& :,3-1A41/$& -2c$(& M#,,& J:,415,& *".$& %,& #,:1:,& #"& *,-1& J:,4151& "%& -1A4";/& %"& -1A4";/(& M#,,& 9"6,#,& $& 9:$/;/,#$4,&4,&;-$%4,/,&;-10,&@-(24

Keller, G., Uloga boja u dizajnu ambalaže i prodaji proizvoda, Savjetovanje Ambalaža i marketing, Zagreb, 1972. 26 McCaughey, D. G., Graphic Design for Corugated Packaging, Jelmar Publishing CO, New York, 1995.

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3. 5'(:&=(/'(/;<2&?( QRSTUVRWXY& $& 9:"J:,*,& #"& 0"6,& #"& %$-"/& "%& ;,*1"/& 9:"J:,*& Sheet metal, 9"0:,6& :,+"/,/,& ;"& -1*& *".1& %,& ;$& :,+"/1& 1& ;"& I,:/16,& 1& 0,:/"4H& 9:1/",& 3,%,#,6K1& 6,& ;9$51>1A4,/,& %$+$-14,& 4,& 0,:/"4"/& 1-1& I,:/16,/,(& @,*,/,& ,4,-13,&4,&02/16,/,&;$&;";/"1&#"&/"A41"/&4,A14&4,&;0-"92#,<$H&3,/#":,<$&1& "/#":,<$&4,&02/16,/,(&@"&9"*"B&4,&#132$-13,516,/,&#"& &#"&QRSTUVRWXY&;$& 13+$J42#,,/&;$0,0#1&J:$B01&9:1&B/"&;$&4,*,-2#,,/&1&/:"B"51/$&C;-(69 ).

@-( z&)4,-13,&4,&02/16,/,

4. !;$(2<+(B,/'(/@$"&=+"#'&"2/>&;:<A/'(/(19(:(%(2( `,6& 7 & %13,64"/H& 9";-$& 9"A$/41/$& >,31& 4,& %13,64"/& 4,& 02/16,/,H& ;$0"6& 4,/,*"B$4& A$0":& #"& %13,641:,<$& 1& /$;/1:,<$& 4,& ;,*1"/& 9:"/"/19& 3,& 02/16,/,&$&%";/,&4$9"/:$+4"&%"-J"(&@1/$&"#1$&9:"5$;1&3,f&,4,-13,H&13:,+"/0,& 4,&9:"/"/19H&;0-"92#,<$&14151:,,/ 29"/:$+,&4,& &*"%$-1&4,&02/11&0"1&K$& +1%,/&5:/,41&1&/$;/1:,41&#"&;,*1"/&9:"J:,*&QRSTUVRWXY(&_,/",&:,+"/,/,&#"& 9:"J:,*"/& QRSTUVRWXY& J"& 3,+:32#,& 9:"13#"%41"/& 510-2;& 1& J"& ;0:,/2#,& #:$*$/"& 4,& 13-$J2#,<$& /($(& 92B/,<$& 4,& ,*+,-,.,/,& C02/16,/,D& #"& 9:"%,.+,& C;-(&70).

@-( o&?3:,+"/0,&4,&9:"/"/19&#"&9:"J:,*"/&SolidWorks , ,&;"&/",&1&;0:,/2#,<$&4,& 9:"13#"%41"/&510-2;

5. 0"#"9$(/#";<1,'2(>&?(/&/@"#"9($/1($;,2&'b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mail.

6. 0"#"9$(/+&=<,:&=(>&?(/ 8%4,& "%& 4,6%"+:1/$& 0,:,0/$:1;/101& 4,& 9:"J:,*"/& QRSTUVRWXY& $& #$:$4H& /($(& ":1J14,-$4& 9:10,3& 4,& :$,-4,/,& ,*+,-,.,H& %"%$0,& 9:1& %13,641:,<$& 4,& ,*+,-,.,&#"&7 &/",&$&%";/,&/$B0"&1&;0":"&4$#"3*".4"(& 87

`,6& & *"%$-1:,<$/"& 1& 5:/,<$/"& 4,& ,*+,-,.,& 41& $& "#"3*".$4"& 9"J-$%& "%& ;1/$& ;/:,41& 4,& ,*+,-,.,/,& C;-( 1D( &@$/" &/" ,& #,*& *" .$& %,& #1& J1& ;0: ,/1& /:"B"51/$&3,&13:,+"/0,&4,&9:"/"/19H&,&1&#:$*$/"&9"/:$+4"&3,&9:"13#"%;/#"(

@-( '&!132$-13,516,&4,&02/16,/,H&/($(&9"J-$%&"%&;1/$&;/:,41&

7. l";":;</ @"A2"&/ b$,Z;(/ @$&/ nY/ >$2(B,2"/ @$"b$(1"2/ DVEFvwVQUx/b,',$&$(/@"$(;(/ @,*,/,& 9:"J:,*,& QRSTUVRWXY& $& 3,*1;-$4,& 0,0"& /1*& "%& #1:/2$-41& $0;9$:/1& 0"1& 9";/"6,4"& /1& ,;1;/1:,,/& 1& /1& 9"*,J,,/& #"& :,+"/,/,H& 9";$%2#,& "%:$%$4,& %"3,&4,&#$B/,A0,&14/$-1J$4516,&0"6,&6,&"-$;42#,&:,+"/,/,&1&1*&"#"3*".2#,& 4,&%13,64$:1/$&%,&";/,4,/&>"02;1:,41&4,&:,+"/,/,( a:1&%13,641:,<$&4,& &*"%$-1&4,&,*+,-,.,&#"&;,*,/,&9:"J:,*,&QRSTUVRWXY& 9";/"1& :$%";-$%& 9"& 0"6& ;$& 13#:B2#,,/& "9$:,511/$& #"& ;,*1"/& 9:"J:,*(& !"& ;-2A,6& 4,& 4$9"A1/2#,<$& 4,& :$%";-$%"/H& 9:"J:,*"/& J$4$:1:,& 9":,0,& 3,& J:$B0,H& B/"& %";/,& /$B0"& %$-2#,& 4,& 9"A$/4151/$& 0"1& "+1A4"& /$B0"& 3,+$-$.2#,,/& 3,& B/"& ;$& :,+"/1(& `"J,& 4,& J"/"#1"/& *"%$-& 9"/:$+4"& $& %,& ;$& %$>141:,,/& "%:$%$41& >14$;1H& /",& $& 9"/:$+4"& %,& J"& 13#:B1/$& 9"& "%:$%$4& :$%";-$%(& a":,%1& /",& $& 0":1;4"& B/"& ;,*1"/& 9:"J:,*& QRSTUVRWXY& 9";$%2#,& ;9";"+4";/& 3,& 9,*/$<$& 4,& :$%";-$%"/& 4,& 13#:B$41/$& "9$:,511H& 0"6& $& 9:10,.,4& #"& >":*,& 4,& ;/$+-"& #"& -$#1"/& %$-& 4,& $0:,4"/(& ?& J:$B0,/,& #"& ;/$+-"/"&$&"%+$-$.,4,&;"&34,0"/&3,&#41*,41$(

@-( 7&@1J4,-13,516,&3,&J:$B0,&

8. l&$,;2'"/ &=$(9"2;(/ '(/ (:(2"2/ =(/ Z2('>(B,/ "#/ @$"b$(1(2(/ SolidWorks M/0,0"&$& 1;5:/,4& ,-,/"/& CB/,45& >":*,/,D& 3,& 13:,+"/0,& 4,& ,*+,-,.,H&0"6& & $& 9:$/I"%4"& /$;/1:,4H& *".$& %1:$0/4"& 4,& *,B14,& %,& ;$& 92B/1& %,& ;$& :$3+,& 4,& %,;0,/,&0"6,&K$&;$&0":1;/1&0,0"&B/,45&>":*,(&a:1/",&+:314,/,&4,&13:,+"/0,& 4,&B/,45&>":*,/,&$&3J"-$*$4,H&,&;$&4,*,-2#,,/&1&/:"B"51/$&;"&13+$J42#,<$& 4,& ;$0,0#1&J:$B01H&+1%$6K1&,*+,-,.,/,& $& 9:$/I"%4"&/$;/1:,4,& 1& 9:"#$:$4,& #"&9:"J:,*,/,&QRSTUVRWXY(

@-( & :/$.&3,&B/,45&>":*,H&9"%J"/#$4&3,&9$A,/$<$& 89

9. q"%'"A2/=(/(+2"1(2A;"/;"2&$(B,/&/&=9,b'<+(B,/b$,Z;&/@$&/ ;"2&$(B,2" h,& 0:,6"/H&;$0"6,& 3,#:B$4,& ,*+,-,.,& C02/16,D& 9"/:$+4"&$&%,& +1%$& 9:"91;4"& 0"/1:,4,H&,& ;"&9"*"B& 4,& #$B/,A0,/,& 14/$-1J$4516,& 0"6,& 6,& 9";$%2#,& ;,*,/,& 9:"J:,*,& QRSTUVRWXYH& "#,& 0"/1:,<$& $& #"& *".4";/& %,& J"& 13#:B1& ;,*,/,H& 3$*,6K1&J1&#"&9:$%#1%&;/,4%,:%1/$&1&-"J101/$&4,&0"/1:,<$/"(

@-( &)#/"*,/;0"&0"/1:,<$&

7. 1 q"#,:&$(B,/ '(/ ;<2&&/ +"/ DVEFvwVQUx/ A"/ ;"$&A2,B,/ '(/ :,'2(2(/ A"/ (:(2;&2,/ DyIIP/ metal

@"&:,3#"6"/&4,&0"*962/$:;0,/,&/$I410,H&;$&3J"-$*2#,&0#,-1/$/"/&1&/"A4";/,&9:1& 13:,+"/0,&4,&02/11&0,0"&1&,-,/1/$&CB/,45&>":*1D&3,&41#4,&13:,+"/0,(&`":1;/$<$/"&4,& ;">/#$:;01"/&9,0$/&QRSTUVRWXYH&0"6&J1&;"%:.1&;1/$&14>":*,511&3,&13:,+"/0,H&0,0"&4,& "+1A41H&/,0,&1&4,&02/11&3,&;9$516,-41&9"/:$+1H&9:1/",&#:B$6K1&;1*2-,516,&1&9:$J-$%& 4,& J:$B01/$& 0"1& *".$& %,& ;$& 9"6,#,/& 9:1& 13:,+"/0,H& 41& "#"3*".2#,& 9$:>$0/4,& 13:,+"/0,&4,&02/11&4,*,-2#,6K1&J1&J:$B01/$&/($(&J:$B01/$&;$&;#$%2#,,/&4,&*141*2*H&,& ;"&/",&1&;,*1/$&/:"B"51&3,&13:,+"/0,&4,&02/11&;$&4,*,-2#,,/( h,6+:3&1&4,6$>10,;$4&4,A14&3,&*"%$-1:,<$&4,&02/11&#"&9:"J:,*,/,&QRSTUVRWXY&$& ;"& 0":1;/$<$& 4,& >240511/$& "%& -$4/,/,& ;"& ,-,/01& QZ[[\& ][\^S(& h,& ;-(75 9:$/;/,#$4& $& 13J-$%"/&4,&-$4/,/,&;"&,-,/01&QZ[[\&][\^S(

@-( |& $4/,/,&;"&,-,/01&QZ[[\&metal

a:$%&%,&3,9"A4$*$&%,&6,&0":1;/1*$&-$4/,/,&;"&,-,/01&QZ[[\&][\^S&9"/:$+4"&$&%,& 6,&"%+$:$*$&:,*414,/,&#"&0"6,&K$&5:/,*$&1&;"&9"*"B&4,&-$4/,/,&;"&,-,/01&QX[\wZ&C;-(76) %,&1;5:/,*$&%$-&"%&02/16,&1-1&0"*9-$/4"&%,&6,&1;5:/,*$&5$-,/,&02/16,(&

@-( & $4/,/,&;"&,-,/01&Sketch

1. Base-Flange/Tab M/0,0"& K$& +1%$& 1;5:/,4,& 02/16,/,H& ;"& 9"*"B& 4,& ,-,/01/$& "%& -$4/,/,& QX[\wZH& ;$& 29"/:$+2#,& 0"*,4%,/,& Base-Flange. !;2B4";/& ;"& "#,,& 0"*,4%,& 4,& 5:/$."/& *2& %,#,*$&/:$/,&%1*$4316,&/($(&;$&"/#":,&*".4";/&3,&:,+"/,&#"& (&!"&;,*1/$&>240511& 4,& Base-Flange ;$& %$>141:,41& "9511& 3,& :,+"/,& ;"& H& ,& /",& 9:$%& ;$& $& 9"/:$+4,/,& %$+$-14,&4,&0,:/"4"/&0"6,&;$&%$>141:,&#"&9"-$/"&QZ[[\& [\^l Parameters.

2. Edge Flange

@-( &`":1;/$<$&4,&"9516,/,&Base-Flange

@"&9"*"B&4,&"#,,&>240516,&*".$&%,&;$&13#-$02#,,/&+"A41&;/:,4151&4,&02/16,/,H&%,& ;$&5:/,,/&0,9,51/$&4,&02/11/$&/($(&*".$&%,&;$&13#:B,/&;#1/02#,<,&4,&;/:,4151/$&1& 0,9,51/$&4,&02/11/$&9"%&:,3-1A41&,J-1&1&3,&:,3-1A41&%$+$-141&4,&0,:/"4"/(&

@-( {&`":1;/$<$&4,&"9516,/,&Edge Flange

3. Miter Flange M#,,&>240516,&#;2B4";/&*".$&%,&41&9";-2.1&3,&+:3"&1&-$;4"&0:$1:,<$&4,&:,+"#1& 3,&02/11&0"1&;$&;"&9";$+41&+,:,<,H&+:3"&1&-$;4"&0,0"&#"&"J-$%,-"&;$&9:$;-102#,&4,& ;1/$&9"#:B141&0"1&K$&J1&"%+$:$*$( 92

@-(79 `":1;/$<$&4,&"9516,/,&Miter Flange

4. Hem @"&"9516,/, Hem #:B1*$&3,"+10"-2#,<$(&M#,&3,"+10"-2#,<$&$&%"+:"&9:1&5:/,<$& 4,&;,*";0-"9-1#1&02/11&1-1&9:1&5:/,<$&4,&;,*";0-"9-1#1&/,541(

@-(80 `":1;/$<$&4,&"9516,/,&Hem

5. Sketched Bend @"& 9"*"B& 4,& "#,,& "9516,& ;$& #:B1& ;#1/02#,<$H& /($(& %"0"-02& 6,& 1*,*$& 1;5:/,4"& 0"*9-$/4"&02/16,/,&#"&7Â&#x2018;H&;"&9"*"B&4,&"#,,&"9516,&%$-&9"&%$-&*".$&02/16,/,&%,&6,& "+-102#,*$& /($(& *".$& ;1/$& %$-"#1& 9";/$9$4"& %,& J1& ;#1/0,*$& 1& /",& *".$& %,& J"& 4,9:,#1*$&1&9"%&:,3-1A41&,J-1(

@-(81 `":1;/$<$&4,&"9516,/,&Sketched Bend

6. Closed Corner N240516,/,&Closed Corner $&>240516,&0"6,&K$&41&9";-2.1&3,&3,/#":,<$&4,&:,+"#1/$& 4,&02/11/$&/($(&/,,&$&>240516,&3,&9:1+-1.2#,<$&4,&:,+"#1/$&$%$4&%"&%:2J(

@-(82 `":1;/$<$&4,&"9516,/,&Closed Corner

7. Jog @"&9"*"B&4,&"#,,&"9516,&#:B1*$&9"*$;/2#,<$H&/($(&#:B1*$&%#"64"&;#1/02#,<$(&M#,& *".$& %,& ;$& 1;0":1;/1& 3,& 5:/,<$& 4,& %4"/"& 0,6& ;,*";0-"9-1#1/$& 02/11H& 0"1& ;$& ;0-"92#,,/&;"&41#4"/"&"/#":,<$(

@-(83 `":1;/$<$&4,&"9516,/,&Jog

8. Break-Corner/ Corner-Trim @"& 9"*"B& 4,& "9516,/,& Break-Corner *".$& %,& ;$& #:B1& 3,"+-2#,<$& 1-1& 1;$02#,<$& 4,& :,+"#1/$H& 9:1/",& 3,%,#,6K1& 6,& J"-$*14,/,& 3,& 1;$02#,<$& 1-1& 3,"+-2#,<$& 4,& :,+"#1/$(

@-(84 `":1;/$<$&4,&"9516,/,&Break-Corner/ Corner-Trim

9. Extruded Cut @" 9"*"B& 4,& "#,,& "9516,H& 9:$/I"%4"& 4,5:/,41"/& 13J-$%& 4,& "/#":"/& 4,& 02/16,/,& *".$& %,& J"& "/;$A$*$(& M#,,& "9516,& $& %";/,& %"+:,& 3,& 9,:,-$-4"& 1;$02#,<$& "%& %#$/$& ;/:,41&4,&02/16,/,(&_4,A1&0"J,&K$&J"&4,5:/,*$&:,0"I>,/"/ 4,&$%4,/,&;/:,4,H&*".$&%,& J"&1;$A$*$&1&4,&%:2J,/,(

@-(85 `":1;/$<$&4,&"9516,/,&Extruded Cut

10.Simple Hole `,0"& B/"& 0,.2#,& 1& 4,;-"#"/& 4,& "#,,& 0"*,4%,& ;"& 4$*,& *".$& 4,& *4"J2& $%4";/,#$4& 4,A14& %,& 4,9:,#1*$& "/#":& #"& 02/16,/,(& !;2B4";/& "#,,& 0"*,4%,& $& 3,& "/#":,<$& 4,& "/#":1(

@-(86 `":1;/$<$&4,&"9516,/,&Simple Hole

11.Unfold @"&"9516,/,&Â&#x203A;vqRSU %"0"-02&02/16,/,&$&;0-"9$4,&*".$&%$-&9"&%$-&%,&6,&:,;0-"91*$(& g"+:,&"9516,&3,&%,&*2&9"0,.$*$&4,&0292#,A"/&0,0"&"%1&:,;0-"92#,<$/"&4,&02/16,/,(

@-(87 `":1;/$<$&4,&"9516,/,&Unfold

12.Fold g"0"-02&02/16,/,&$&4,5:/,4,&1&:,;0-"9$4,&;"&9"*"B&4,&"#,,&"9516,&*".$&02/16,/,& 9";/$9$4"&%,&6,&;0-"92#,*$ %$-&9"&%$-H&4"&*".$&%"0"-02&;,0,*$&1&0"*9-$/4"&%,&6,& ;0-"91*$& 02/16,/,( g"+:,& "9516,& %,& *2& 9"0,.$*$& 4,& 0292#,A"/& 0,0"& ;$& ;0-"92#,& 9";/$9$4"&02/16,/,(

@-(88 `":1;/$<$&4,&"9516,/,&Fold

13.Flatten @"& 9"*"B& 4,& "#,,& "9516,& "/0,0"& 0"*9-$/4"& K$& 6,& 4,5:/,*$& 02/16,/,& *".$& %,& 6,& #1%1*$& #"& :,3#1$4,& >":*,& 0,0"& 13J-$%,& 02/16,/,H& /($(& 02/16,/,& *".$& %,& 6,& #1%1*$& :,;0-"9$4,(

@-(89 `":1;/$<$&4,&"9516,/,&Flatten

14.No Bends M#,,&"9516,&;$&0":1;/1&%"0"-02&9:$/I"%4"&;*$&6,&13+:,-$&"9516,/,&Insert Bends, 1& %"0"-02& 4$& ;*$& 3,%"#"-41& "%& 4,B1"/& :$32-/,/& 3,& %,& *".1& %,& ;$& #:,/1*$& 4,& 9:$/I"%4"&1;0":1;/$4,/,&"9516,& T

15.Insert Bends M/0,0"&;"&"9516,/,&Rip ;*$&J1&1;$0-$&&:,+"#1/$&/($(&/1$&*$c2;$+4"&;$&"%#"$41&*".$& %,&6,&1;0":1;/1*$&Insert Bends, 0"6, 4,&9"#:B14,/,&0"6,&6,&1*,*$&"%+:,4"&K$&1&%,%$& *".4";/& 4,& ;1/$& ;/:,41& 3,& ;#1/02#,<$H& /($(& 9";-$& 0":1;/$<$/"& 4,& "#,,& "9516,H& 02/16,/,& 0"6,& ;*$& 6,& 4,5:/,-$& ;"& "9511/$& E \W U[U& RYYH& QZ[SS& 1 Rip *".$ %,& 9:"%"-.1*$&%,&6,&%":,+"/1*$&;"&"9511/$&0"1&J1&1*,&-$4/,/,&;"&,-,/01&QZ[[\&][\^S(& @"& 9"*"B& 4,& "#,,& "9516,& #;2B4";/& 13#:B2#,*$& 0"4#$:316,& 4,& "+6$0/"/& #"& QZ[[\& metal.

@-(90 `":1;/$<$&4,&"9516,/,&Insert Bends 98

16.Rip @"& "#,,& "9516,& Rip #;2B4";/& %"0"-02& 9:$/I"%4"& ;*$& 6,& 29"/:$+1-$& "9516,/,& E \W U[U& RYY&1&1*,*$&4,5:/,4"&0,9,0&1-1&%$-&"%&02/16,H&,&9"/",&;"&"9516,/,&QZ[SS& J"& "/;/:,41*$& #4,/:$B41"/& %$-H& ;"& "9516,/, Rip #;2B4";/& #:B1*$& 1;$02#,<$& 4,& :,+"#1/$&/($(&/1$&;$&"%#"62#,,/&*$c2;$+4"(

@-( 91 `":1;/$<$&4,&"9516,/,&Rip

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York, 1987 McLuhan, H. M. & Fiore, G., The medium is the massage, Bantam, New York, 1977 Moles, A. A., Sociodinamiqe De La Culture, Menton, Den Haag, 1979. Wiener, N., Cybernetics, Wiley, New York, 1968. ICOGRAD, International Council of Graphic Design Associations, Dreyfuss, H., Symbol Sourcbook, McGraw Hill, New York, 1971. Mesaroš, F., !"#$%&'()*"+#&"&,-."*/+pW^qT&rXT&RsW^tRuvT&w[v\^WH&x^yW[sH&'z{| DEFGHIJFKL/MNL Povijest knjige, Nakladni zavod Matice hrvatske, Zagreb, 1985. Kancir, J., Standardizacija sustava pisma hrvatskog jezika, magistarski rad, FOI, Varaždin, 1998. 10. Žiljak, V., Stolno izdavaštvo, DRIP, Zagreb, 1989. 11. Sabati, Z., Standardizacija integracije teksta i slike u stolnom izdavaštvu, doktorska disertacija, FOI, Varaždin,1992. 12. DPQFHIJFKL/RNL/Suvremena ambalaža I, Školska knjiga, Zagreb, 1982. 13. Bauer, K., Ambalaža je nezamisliva bez piktograma i ideograma, Ambalaža br. 9., Tectus, Zagreb, 1998. 14. STQUVJFKL/ WNL/ Komunikologijsko oblikovanje programa vizualnih komunikacija na Grafi -*$4+('*,2898,+:09,-"2";8' u Zagrebu, magistarski rad, FOI, Varaždin, 1997., 15. DVXFKL/YNL/Oznake na ambalaži, Ambalaža br. 11, Tectus, Zagreb, 1999., 16. GQ^_^QFKL/ `NL/ Generira.69+ 2"."6)*"3+ *$<$0'+ ,+ =$6"+ "+ .9*9+ 4$%,>.$)8"+ *$&";89.6'+ ,+ informacijskim sustavima, magistarski rad, FOI, Varaždin, 1996. 17. Rodin, A., Uloga EAN-KODA u sistemu distribucije proizvoda-primjena na ambalaži, paletama i kontejnerima, Jugoslavensko savjetovanje, Zagreb, 1987. 18. Export Packaging, New US Food and Drug Administration Food Labelling Regulations, International Trade Centar, May, 1994. 19. Export Packaging, The Potencial Impact of Environmental Legislation on Export Packaging from Developing Countries, International Trade Centar, October, 1991. 20. MeFKL/YNL/?8695'6+&')8&"&'.6'+*$<+%&'("+-*9+&9#&$<,*5"69+.'+*$2$&")8"-*'+)0$6)80'+)2"*$0."3+ informacija, doktorska disertacija, FOI, Varaždin, 2001. 21. fQVgVJFKL/ WNL/ Promjena informacije u procesu transformacije originala u reprodukciju digitalnim tiskom, 22. magistarski rad, FOI, Varaždin, 1996. 23. Favre, J. P., Collor Sells Your Package, ABC Edition, Zurich, 1969. 24. Keller, G., Uloga boja u dizajnu ambalaže i prodaji proizvoda, Savjetovanje Ambalaža i marketing, Zagreb, 25. 1972. 26. McCaughey, D. G., Graphic Design for Corugated Packaging, Jelmar Publishing CO, New York, 1995. 27. Fruht, M., Kreacija privredne propagande, Savremena administracija, Beograd, 1975., 28. Favre, J. P., Collor Sells Your Package, ABC Edition, Zürich, 1969., 29. Galve, G ,What is packaging design 2. 3. 4. 5. 6. 7. 8. 9.

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