Aplikasi Gestalt pada Desain Label Kemasan Produk Aqua
DOI:
https://doi.org/10.33633/andharupa.v4i01.1595Abstract
AbstrakDalam suatu produk, elemen positioning, differensiasi dan brand merupakan tiga hal pokok yang harus dipertimbangkan dalam sebuah kemasan. Desain kemasan yang menarik mampu membuka ruang tersendiri di benak konsumen melalui komunikasi visual. Danone perusahaan asal Perancis mengeluarkan desain kemasan yang khusus. Desain kemasan produk air mineral Aqua pada botol minuman ukuran 600ml, bertema ‘Temukan Indonesiamuâ€Â dengan mengangkat tema budaya lokal Indonesia , terdiri dari 5 judul yaitu Berbagi, Santun, Ramah, Kekeluargaan, dan Gotong Royong. Dari kelima seri tersebut ada dua judul yaitu Santun dan Gotong-Royong yang dalam memvisualkannya menggunakan teori Gestalt. Penelitian ini menggunakan metode deskriptif kualitatif dimana teori Gestalt, selanjutnya dideskripsikan dan dianalisis secara kualitatif. Hasil dari penelitian ini yaitu adanya pesan yang mendalam dari kedua desain kemasan tersebut.  Kata Kunci: desain kemasan, gestalt, aqua  AbstractThere are three considered key points in a product packaging: positioning, differentiation and brand. A visually attractive packaging design is able to open its own space in the minds of consumers.  Danone Company of France issued a special packaging design. The design of Aqua mineral water product packaging at 600ml bottle beverage, themed 'Discover Indonesiamu' with the theme of Indonesian lokal culture, consists of 5 titles: Sharing, Politeness, Friendly, Kinship, and Cooperation. Of the five series there are two titles namely Politeness and Cooperation which in visualizing using the theory of Gestalt. This research uses qualitative descriptive method in which Gestalt theory, hereinafter described and analyzed qualitatively. The result of this research is the deep message of both packaging designs. Keywords: packaging design, gestalt, aquaÂReferences
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www.temukanindonesiamu.com diakses 20 Desember 2015
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