Wirania Swasty, Arry Mustikawan, Fariha Eridani Naufalina


Previous research only discussed the perception of color combinations for the primary display panel. This study is not only focused on color;  but also on other visual elements. This research aims to know the primary display panel that is more desirable to consumers and uncover the linkage between product perception and preference by using quantitative approach. As for the method used is the case study of brand Puntang Coffee. Data collection was done by conducting literature study, redesign experiment and questionnaires, whereas data analyze by using the ANOVA test. From data, it was revealed that the highest valuation of respondents of all three designs displayed is design C;  which proposed by the designer team, that are perceived better by respondents.


Packaging; primary display panel; perception; visual.

Full Text:



Abidin, S. Z., Effendi, R. A. A. R. A., Ibrahim, R., & Idris, M. Z. (2014). A semantic approach in perception for packaging in the sme’s food industries in Malaysia: A case study of Malaysia food product branding in United Kingdom. Procedia - Social and Behavioral Sciences, 115, 115–130.

Apsari, S. (2012). Analisis kombinasi faktor pada packaging produk shampoo dengan menggunakan metode eyetracking. Undergraduate Thesis, Universitas Indonesia, Jakarta.

Ardhanareswari, A. (2016). Ekspor kopi RI diprediksi tumbuh hingga 15%. Retrieved April 12, 2019, from -15.

Arifianti, R. (2016). Analisis tata letak dalam perspektif ritel. Adbispreneur, 1(3), 251–258.

Beyon, J., & Cox-Boyd, C. (2020). The influence of font type and color on online information recall. North American Journal of Psychology, 22(1), 13–26.

Centeno, E., Hart, S., & Dinnie, K. (2013). The five phases of sme brandbuilding. Journal of Brand Management, 20(6), 445–457.

Clement, J. (2007). Visual influence on instore buying decisions: An eyetrack experiment on the visual influence of packaging design. Journal of Marketing Management, 23(9–10), 917–928.

Grundey, D. (2010). Functionality of product packaging: Surveying consumers’ attitude towards selected cosmetic brands. Economics and Sociology, 3(1), 87–103.

Gumulya, D., & Onggo, T. A. (2016). Penelitian per-sepsi kemasan produk skin care wanita dengan pendekatan teori semantik. Journal of Visual Art and Design, 8(2), 119–152.

Julianti, S. (2014). The art of packaging: Mengenal metode, teknik, & strategi. Jakarta: Gramedia.

Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Global Edition. 4th Ed. Harlow, UK: Pearson Education Limited.

Kotler, P., & Keller, K. L. (2012). Marketing management. 14th Ed Global. New Jersey, NJ: Pearson Education.

Letona, P., Chacon, V., Roberto, C. & Barnoya, J. (2014). A qualitative study of children’s snack food packaging perceptions and preferences. BMC Public Health, 14(1), 1–6.

Mohebbi, B. (2014). The art of packaging: An investigation into the role of color in packaging, marketing, and branding. International Journal of Organizational Leadership, 3(2), 92–102.

Rettie, R., & Brewer, C. (2000). The verbal and visual components of package design. Journal of Product & Brand Management, 9(1), 56–70.

Rundh, B. (2016). The role of packaging within marketing and value creation. British Food Journal, 118(10), 2491–2511.

Ruumpol, I. (2014). In the eye of the consumer: The influence of package shape and package colour on perceived product healthfulness. Master Thesis, Communication Studies, Enschede.

Seher, T., Arshad, M., Ellahi, S. & Shahid, M. (2012). Impact of colors on advertisement and packaging on buying behavior. Management Science Letters, 2(6), 2085–2096.

Setiawan, B. M. (2016). Dari Puntang menjangkau dunia. Retrieved April 12, 2019, from

Setiawan, J., Riyanto, B. & Yuwono, E. C. (2013). Perancangan desain kemasan camilan tradisional marning jagung produksi Soleh Malang. Jurnal DKV Adiwarna, 1(2), 1–11.

Singh, R. K. (2018). The effect of packaging attributes on consumer perception. International Journal for Innovative Research in Multidisciplinary Field, 4(5), 340–346.

Siswadi, A. (2017). Semerbak Tatar Sunda Coffee. Retrieved April 12, 2019, from https://beritagar. id/artikel/laporankhas/semerbak-kopi-tatar-sunda.

Swasty, W. (2016). Branding:Memahami dan merancang strategi merek. Bandung: Rosda.

Swasty, W., Gunawan, A. N. S., Koesoemadinata, M. I. P., & Putri, M. K. (2018). How colour perceived and the relation between colour perceptions and product preferences. A study case of banana chips packaging design. A paper presented in conference Bandung Creative Movement, Bandung, Indonesia.

Velasco, C., Salgado-Montejo, A., Marmolejo-Ramos, F., & Spence, C. (2014). Predictive packaging design: Tasting shapes, typefaces, names, and sounds. Food Quality and Preference, 34(June), 88–95.

Wahyudi, N., & Satriyono, S. (2017). Mantra kemasan juara. Jakarta: Elex Media Komputindo.

Wei, S. T., Ou, L. C., & Luo, M. R. (2008). Colour design for carton-packed fruit juice packages. in Undisciplined! Design Research Society Conference 2008. Sheffield, UK: Sheffield Hallam University, 1–13.

Wei, S. T., Ou, L. C., Luo, M. R., & Hutchings, J. B. (2014). Package design: Colour harmony and consumer expectations. International Journal of Design, 8(1), 109–126.

Yu, L., Westland, S., Li, Z., Pan, Q., Shin, M. J. & Won, S. (2018). The role of individual colour preferences in consumer purchase decisions. Color Research and Application, 43(2), 258–267.


The Journal is published by Management Study Program, Faculty of Business and Economics, Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of Research, Technology and Higher Education of the Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen dan Kewirausahaan, ISSN: 1411-1438, e-ISSN: 2338-8234

web stats
View My Stats