Affective Visual Prototyping of Ready-to-Drink (RTD) Spice Beverage Packaging
Fajar Novansyah1, Mirwan Ushada1*, Agung Putra Pamungkas1, Ririn Nur Alfiani1

1Department of Agro-industrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada, Yogyakarta, Indonesia
*Email: mirwan_ushada[at]ugm.ac.id

Abstract

Fullfiling the needs of millennial and Gen Z consumers in revitalizing traditional spice beverages is challenging, particularly as these beverages are mostly produced by micro, small, and medium enterprises. Effective packaging design is crucial for attracting these consumers. Affective design, playing a key role in addressing their emotional needs. Integrating consumer needs into packaging design is essential, with options for physical, virtual, and visual design. Designing in a 2D model is particularly effective for conveying concepts through visual stimuli, making it valuable in early product design stages. This research aims to develop an affective visual prototype for RTD spice beverage packaging. The study focuses on ^Wedang Uwuh RTD^ a traditional Indonesian spice beverage from Yogyakarta, composed of cloves, nutmeg leaves, sappan wood, cinnamon, ginger, cardamom, and rock sugar. Consumer needs were identified through Kansei words collected from Twitter, analyzed using a word cloud and data extraction tools. These words were organized into phrases via Semantic Differential I (SD1) questionnaires and selected through factor analysis. Kansei phrases were translated into design elements, including technical attributes and packaging parameters. Visual concepts were generated and optimized using an orthogonal array. The visual prototype was tested with Semantic Differential II questionnaires and analyzed using Quantification Theory Type I. The final prototype, featuring PET material, a screw-on lid, a 6 cm diameter, 250 ml volume, and a curved, round text design, effectively met three of seven Kansei phrases: ^Protect the Product^, ^Easy to Store^, and ^Simple Design^.

Keywords: 2 Dimensional Design- Kansei Engineering- Packaging- Semantic Differential- Visual Prototyping

Topic: Smart technology for sustainable agro-industry