Inovasi kreatif koleksi desain kemasan untuk perayaan tahun baru imlek = Creative innovation in packaging design collections for chinese new year celebrations

Chong, Christina (2024) Inovasi kreatif koleksi desain kemasan untuk perayaan tahun baru imlek = Creative innovation in packaging design collections for chinese new year celebrations. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri makanan dan minuman Indonesia tumbuh 2,54 persen dari 2020 hingga 2021, mencapai Rp775,1 triliun. Pertumbuhan ini meningkatkan persaingan di antara UMKM, dengan kemasan inovatif memainkan peran penting dalam daya tarik produk, kualitas, identitas merek, dan distribusi. Tahun Baru Imlek memiliki makna budaya mendalam bagi komunitas Tionghoa, dengan tradisi seperti membersihkan rumah, makan bersama keluarga, dan bertukar angpau yang menekankan nilai hormat dan kebersamaan. Hadiah dengan kemasan kreatif mencerminkan cinta dan kebahagiaan, menyampaikan pesan keberuntungan dan kemakmuran. Metodologi penelitian menggunakan pendekatan Research through Design (RtD), mencakup desain, pembuatan prototype, dan umpan balik pengguna. Proses ini melibatkan studi literatur, observasi, dan eksperimen desain untuk menguji berbagai konsep dan bahan kemasan. Hasilnya adalah koleksi desain kemasan untuk produk seperti kue bulan, kue lapis legit, dan teh, menggabungkan elemen budaya Tionghoa seperti simbol keberuntungan dan warna khas Imlek. Penelitian ini berkontribusi bagi industri kreatif dalam desain kemasan, serta melestarikan dan mempromosikan budaya Tionghoa melalui desain modern. Tantangan dalam pemilihan bahan ramah lingkungan dan integrasi estetika tradisional dengan kebutuhan modern diatasi dengan pendekatan kreatif, menghasilkan produk berkualitas tinggi dan relevan. / The Indonesian food and beverage industry grew by 2.54 percent from 2020 to 2021, reaching IDR 775.1 trillion. This growth has increased competition among Micro, Small, and Medium Enterprises (MSMEs), with innovative packaging playing a crucial role in product appeal, quality maintenance, brand identity, and distribution. Chinese New Year holds deep cultural significance for the Chinese community, with traditions such as house cleaning, family meals, and exchanging red envelopes, emphasizing values of respect and togetherness. Gift-giving with creative packaging reflects love and happiness, conveying messages of luck and prosperity. The research methodology employs the Research through Design (RtD) approach, encompassing design, prototyping, and user feedback. This process involves literature review, observation, and design experiments to test various packaging concepts and materials. The result is a collection of packaging designs for products such as mooncakes, lapis legit cake, and tea, incorporating Chinese cultural elements like symbols of luck and traditional Chinese New Year colors. This study contributes to the creative industry, particularly in packaging design, while preserving and promoting Chinese culture through modern design. Challenges in selecting eco-friendly materials and integrating traditional aesthetics with modern needs were addressed through a creative approach, resulting in high-quality, relevant products.

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