VISUAL ELEMENT ANALYSIS ON “JAGOAN INDONESIA” CHIPS PACKS IN MALANG

Abstract

Packaging design is a creative business that links shapes, structures, materials, colors, images, typography and design elements with the product information in order to be marketed.  Thisstudy focused on the design of "Jagoan Indonesia" chips packaging products in Malang with the aim to determine the visualization of the packaging and visual elements of Jagoan Indonesia chips products.  This research useddescriptive qualitative approach.  The research data were obtained from primary data sources and secondary data sources.  Primary data sources include the packaging of tempeh chips, bananas, and nutmeg in Jagoan Indonesia products.  Secondary data were obtained from book, web, and e-journal reference sources.  Data collection methods in this study used observation techniques/observation techniques, documents, and interviews.  Packaging visualization wanted to lift SME products to be better and more attractive by visualizing the impression of local products and on the basis of sociopreneur which is reflected in the inclusion of photos and stories/messages from the manufacturer. The visual elements of the three Jagoan Indonesia chips packs consistently used illustration with memphis style designs, full colors confers a cheerful impression, typography used Sans Serif font groups consistently, the characters tended to be informal and free, but still legible.  While the typical elements lied in the composition of harmonious layout, balance, emphasis, unity, and harmonious proportions.