Design and Meaning Communications Analysis of Selected Snack’s Packing

Abstract

This research aims to study forms of designs on packages of selected potato crisps and to study interpretation on packages of selected potato crisps. The research were conducted by using qualitative research methodology, analyzing forms of designs on packages of selected potato crisps following theory of packaging design, and analyzing definition of graphic packaging design by using semiology and signification by selecting four brands of potato crisps including Lay's, Testo, Lorenz Naturals Chips and Kettle Chips. The research results indicate that packaging designs have five main forms of designs including shape, material, size, surface, and character. The forms of packages of selected potato crisps have the same shape, that is, geometric shape or rectangular shape packed in the material made from foil entirely. The size of snack packages produced in the country were designed in a variety of packaging sizes. But snack packages produced overseas had just one size to be bought. The surfaces of packages were different. The surfaces of snack packages produced in the country were smooth and glossy. But the surfaces of snack packages produced overseas were unsmooth and matte with letters stated product name, slogan for describing product properties briefly to be easily understood and words or phrases for describing details of product properties. From the analysis of interpretation on packages of selected potato crisps, it can be found that there were interpretation by the uses of symbols in form of icon which were main raw material of snacks. They did not serve as a sign which were similar or identical to actual stuffs only, but they also served as an index to ingredients and tastes of snacks itself. Also, there were the uses of color psychology and text messages to determine meanings and the uses of symbols to communicate to be understood uniquely.