Swasty, Wirania
(2023)
Colour As Branding And Value Creation On The Small Medium
Enterprise (Sme) Food Souvenir Packaging In Bandung, Indonesia.
PhD thesis, Universiti Sains Malaysia.
Abstract
The food packaging design has improved significantly, allowing for more
diverse colours. However, most Small Medium Enterprises (SMEs) in Bandung still
lack inadequate and unattractive packaging designs. The first problem identified are
the use of colours in product packaging helps with brand identification but fails to
provide functional value when driven by emotional value. Secondly, using
uncommon colours for brand visibility but resulting a negative impact for the brand.
Thus, this study aims to examine the role of colours within branding and value
creation in SME food packaging in Bandung; to discover the extent to which the
perception of (un)common colours in packaging vary across local and international
tourists; to evaluate consumer perception and attitudes toward the usage of the
uncommon colour palette on SME food product packaging. This study used a
qualitative approach. For data collecting, a comparison of multiple case studies, indepth
interviews, and card sorting were conducted. Data analysis approach was
inductive with thematic analysis. This study also suggests the application of palettes
in food packaging and provides colour palette guidelines for SMEs' food packaging
in Bandung. This study makes contributions to design literature by creating and
communicating values to consumers by utilising colour on Packaging.
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