Strengthening Visual Media Literacy in the Discovery of Style and Creativity in Packaging Design for Chips

Chips are traditional Indonesian food. These snacks are made from cassava, tempeh or fruits. Some small industrial centers make chips a staple of livelihood. Small industries must compete with modern industries. However, due to the existence of traditional markets, mini markets, and grocery stalls, the chips industry continues to survive. Packaging design has a role to attract buyers. The combination of illustrations, photos, typography, color, and shape of the packaging sometimes fails to attract the desire of buyers to try certain chips. This study aims to find out which packaging has high attractiveness. The research method used is a qualitative analysis method based on social construction theory consisting of stages: 1). objectification; 2). internalization; and 3). externalization. The results of the study show that packaging that is more desirable to consumers is: 1). The concept of eastern cultural philosophy, objectified with graphic ornament area icons. 2). Consumer interpretation is built when repeated packaging illustrations are set or seen when consumers consume these foods; 3). There are social context narratives that are discourse and deliberately disseminated through social media. These three findings are the basis for packaging design that is creative and has selling value. Strengthening the deepening of visual media literacy in the internet world makes the solution at every stage of the packaging design process to truly understand the packaging trend