Proceedings of the 1st Conference of Visual Art, Design, and Social Humanities by Faculty of Art and Design, CONVASH 2019, 2 November 2019, Surakarta, Central Java, Indonesia

Research Article

Visual Study of Local Coffee Brand Packaging and Its Effect on Consumerism (Case Study: Coffee Brands in Jakarta)

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  • @INPROCEEDINGS{10.4108/eai.2-11-2019.2294927,
        author={Yunisa Fitri Andriani and Ratno  Suprapto},
        title={Visual Study of Local Coffee Brand Packaging and Its Effect on Consumerism (Case Study: Coffee Brands in Jakarta)},
        proceedings={Proceedings of the 1st Conference of Visual Art, Design, and Social Humanities by Faculty of Art and Design, CONVASH 2019,  2 November 2019, Surakarta, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={CONVASH},
        year={2020},
        month={8},
        keywords={visual packaging coffee consumerism jakarta},
        doi={10.4108/eai.2-11-2019.2294927}
    }
    
  • Yunisa Fitri Andriani
    Ratno Suprapto
    Year: 2020
    Visual Study of Local Coffee Brand Packaging and Its Effect on Consumerism (Case Study: Coffee Brands in Jakarta)
    CONVASH
    EAI
    DOI: 10.4108/eai.2-11-2019.2294927
Yunisa Fitri Andriani1,*, Ratno Suprapto1
  • 1: Faculty of Design and Engineering, Universitas Pembangunan Jaya, Indonesia
*Contact email: yunisa.fitri@upj.ac.id

Abstract

Indonesian coffee has good quality, so it’s imported by many other countries. But here, local coffee has been in great demand in recent years. Seen from the proliferation of local coffee shop in Indonesia, especiallyJakarta.In addition to the delicious taste of coffee, this coffee shop also offers an identity for consumers.Through well-designed visuals, ranging from places to packaging, this coffee shop is able to make coffee consumer feel proud to consume them and even share its photos on their social networks.With so many photos of local coffee scattered on cyberspace, and these coffees that are very affordable,the level of consumerism is certainly increasing. Today's local products open new markets,which has a dense population. Considering a new market with a high level of consumerism, this study examines the visual packaging used by contemporary coffee outlets in Jakarta.Regarding the taste, Indonesian coffee no longer needs to be asked, but the biggest question is why now local Indonesian coffee is in great demand. This research uses 2 theories, color psychology and perception psychology, aiming to study the effect of visual packaging on the level of consumerism, and hoped that will be the basis for designing visual marketing products.