Improving the Persuasion Function in Packaging Design Through Redesigning Ready to Use Plastic Pouch Food Packaging for Micro Small Medium Enterprise Businesses

DOI

10.2991/assehr.k.201202.053How to use a DOI?

Keywords

Plastic pouch packaging, Micro Small Medium Enterprise, Product communication, Design improvements

Abstract

Micro Small Medium Enterprise (MSME) business or known as UMKM in Indonesia is a business type with major and significant progress as part of the Indonesian economic sector. In addition, the president of Indonesia Joko Widodo also stated Small Micro Medium Enterprise business had contributed as much as 14% in the export market in Indonesia. This development led to the emergence of many MSME type businesses, and they are competing to get as many markets as possible. Consequently, it is necessary to have some type of uniqueness and differentiation of MSME products from one another in order to be increasingly prominent domestic and foreign markets. One of the main things that stands out the most in a product is the design and shape of the packaging. According to Klimchuck & Krasovec (2007), packaging is marketing identification tool that has a differentiation function and can also be used to communicate product differences using visual. However, MSME businesses usually don’t have big budgets for packaging and design services, and also, they tend to be driven more towards ready-to-use plastic pouch packaging for the same reason. Therefore, it is necessary to provide new innovations that can improve the quality of the design as well as the shape of packaging without raising too much budget for MSME business so that they can be more credible and competitive in domestic and foreign markets.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Darfi Rizkavirwan
AU  - Luisa Erica
PY  - 2020
DA  - 2020/12/03
TI  - Improving the Persuasion Function in Packaging Design Through Redesigning Ready to Use Plastic Pouch Food Packaging for Micro Small Medium Enterprise Businesses
BT  - Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020)
PB  - Atlantis Press
SP  - 53
EP  - 59
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201202.053
DO  - 10.2991/assehr.k.201202.053
ID  - Rizkavirwan2020
ER  -