KANSEI-BASED DESIGN FOR AN INDONESIAN TRADITIONAL FOOD PACKAGING

Abstract

One of the traditional specialties in Pariaman, West Sumatra, which is very famous, is sala lauak. Sala lauak is a dish in the shape of a thumb-sized lump made of fish dough that is mashed and collected with flour. Sala lauak specialties are in great demand by people within the region and outside the region. According to the Pariaman City government, sala lauak can be a souvenir for tourists with this potential. Pariaman City Government plans to develop sala lauak packaging. One way is to provide frozen sala lauak. However, currently, the frozen sala lauak packaging has not been developed by the Pariaman City Government. Whereas, unique, save, and attractive packaging is very important to increase the consumer purchasing power. Thus, this study designs frozen sala lauak packaging using a psychological approach based on consumers' feelings and emotions, namely Kansei Engineering. The design of frozen sala lauak packaging using the Kansei Engineering method uses 198 Kansei words, which are simplified into 19 Kansei words. The resulting packaging design consists of two design alternatives. Based on the design evaluation results using the Analytical Hierarchy Process (AHP) method, a design for frozen sala lauak packaging was selected. The packaging design chosen is in the form of a flat pouch in red, complete with product information and packaging attributes. The flat bottom packaging design gets a positive emotional response from consumers, so it is expected to increase consumer interest in buying sala lauak, especially as a tourist souvenir.