PERSEPSI KONSUMEN TERHADAP WARNA, TIPOGRAFI, BENTUK GRAFIS DAN GAMBAR PADA KEMASAN PRODUK DENGAN PENDEKATAN MULTIDIMENSIONAL SCALING
ABSTRACT: The aim of this
research is to understand consumer perception of color, typography, graphical
form and picture at product packaging using multidimensional scaling. Result
from this research successfully understands consumer perception to color,
typography, graphical form and picture at product packaging. This research
concluded that positioning product simply influences packaging design. So
packaging company cannot disregard graphical element in design packaging
because correct combination between graphical elements of packaging can assist
company to create packaging that is not only interesting but also can
communicate visually carefully. Result of research is expected able to become
benchmark for packaging company in making packaging design.
Keywords: color, typhografy,
graphical form, picture, product packaging, consumer perception,
multidimensional scaling, correspondence analysis
Penulis: Ariesta Sekarlaranti,
Shellyana Junaedi
Kode Jurnal: jpmanajemendd131215
