An affective design for jenang packaging in Indonesia

International Conference on Green Agro-industry and Bioeconomy

农业科学;工业技术（总论）;经济学

Habyba, A.N.^1 ; Delfitriani^2 ; Djatna, T.^1

Graduate Program of Agro-industrial Technology, Bogor Agricultural University, Bogor, Indonesia^1

Study Program of Agro-industrial Technology, Bogor Djuanda University, Bogor, Indonesia^2

关键词: Affective design;    Association rule minings (ARM);    Packaging designs;    Positive emotions;    Product marketing;    Product packaging;    Purchasing decisions;    Relief algorithm;   

Others  :  https://iopscience.iop.org/article/10.1088/1755-1315/230/1/012030/pdf
DOI  :  10.1088/1755-1315/230/1/012030

来源: IOP

【 摘 要 】

Affective design is today's focus in the packaging design development process. It's very important to develop the affective packaging that can make the customer feels good by seeing it. Affective design can support other qualities of the product, and influence customer purchasing decisions. Furthermore, it should be the main focus in product marketing especially Small and Medium Entreprises (SMEs) product. Low ability in packaging matters is one of the problems in most SMEs in Indonesia. The improvement of SMEs product packaging design should be done and it will increase the SMEs product sales. This research proposed a framework to design an affective packaging design based on customer needs. Jenang packaging is used as a research object. The objectives of this research are (1) to determine the relevant design elements of Jenang packaging and (2) to formulate the Jenang packaging design. Relief algorithm was used to extract the relevant design elements and resulted in six most important elements (shape, brand, color of brand name, image, material, and size). Association Rule Mining (ARM) is used to formulate the affective Jenang packaging design. Based on ARM, top ten rules are resulted and can be used to be the guideline for SMEs to improve their Jenang product packaging. The SMEs owner must choose the rules that have positive emotion. For example, if SMEs owners want to develop Jenang packaging design with curvy shape, the brand name should be traditional and packaging material is plastic.