Graphic Design in Packaging

by drs. AD Pirous MA

WHAT IS Graphic Design
Design is the whole process of thoughts and feelings that will create something, by combining facts, konstruksl, function and aesthetics, to meet human needs.

Design is a concept of visual problem solving, colors, materials, techniques, costs, efficiency and use of yanq disclosed in the drawings and shapes.

Design activities include a variety of fields, such as manufacturing, textiles, interiors, furniture, objects and all kinds of disposable items that require the creation of an artistic blend of functional and economical than the use of low technology until the use of high technology.

Similarly in the field of graphic design problems will be related to the planning techniques pictures, shapes, symbols, letters, photographic and printing process, which is accompanied by notions of material and cost.

The main purpose of graphic design, not just creating a functional aesthetic design or planning, but also an informative and communicative with the community. When equipped with the understanding of mass psychology, and theories of marketing (economics), then the works of graphic design this could be a promotional tool with very powerful.

Now what we know as the world of graphic design include an increasingly wide field of activities, covering all aspects of communication through visual forms ranging from the creation of a logo (trade mark), planning and manufacture of facial skin following books, illustrations and tipografinya, face planning calendars, graphic for all forms of cargo, letters to architectural design, all printed material for the purposes of a hotel, typography and TV movie titles, posters, cartoons, animation for film advertising, graphics, computer, printing materials to community service through postal stationery, newspapers, magazine, until the traffic signs and so forth. Strictly speaking all the needs of visual information, which needs to be communicated from one to another, or even communicated en masse, into the field of graphic design activities. This is in accordance with the demands of effective life that are always in need of adequate information and good.

PLANNING OF A PACKAGING
Packaging is the protector of an item, both ordinary goods to any goods production industry. In the world of packaging industry is the fulfillment of a requirement as a result of the relationship between the producer of goods with the buyer community. For this purpose the package should be able to carry some of its functions such as:
- Place or container in a particular form and can protect the goods from being damaged, since out of the factory into the hands of buyers, even still be used as a goods container after the contents had been used, (in this case the container is still being a function of its ads).

Packaging is not just a wrapper, but also complement the household; a nice bottle of soy sauce with labeled an attractive can brighten a certain atmosphere at the dinner table or cupboard in the kitchen, a place the paper towel “Klenex” designed to beautify the bathroom interesting and perfume bottles beautiful decorated table gives typical girl.

- The quality of packaging can generate trust and complementary citradiri and influence prospective buyers to drop the choice of packed goods (cigarette packs authoritative).

- Have the ease of packaging in its use (open, close, hold, take) without compromising the quality of resilience in protecting the goods.

- A way out of the package should immediately correct the impression about the kind of content packaged goods.

- Good planning in terms of size and shape, so that inefficient and difficult in terms of packaging, shipping and placement, as well as the preparation of the closet shelf.

- Through the visual grammar of form and function as a means of packaging its marketers to enhance the marketability of goods. In this function the form-design packaging must receive full support from design-graphic element, so the form of packaging in addition to interesting information and must be able to convey their own messages.

Given that the majority of Indonesian consumers are still limited literacy skills, then until the middle of this century we’re still seeing very much the picture language is used in addition to the language of colors and letters. This, evidenced in the designs, trade marks, packaging labels, and use color to reinforce the identity of the product.

In addition, in line with the limited ability of visual and logic, was born also the pictures and names of simple things very well known in our daily lives, which by the tobacco industry are chosen as: Djambu Bol, Djeruk, Cattle, Carok, Upet, Pumps, Sugu, Tang, Djarum, Gudang Garam and so forth.

Sometime Djarum clove cigarette manufacturer, had manufactured cigarettes with some kind of sense as distinguished from the color packs. Djarum Brown, Red Djarum, Djarum Yellow (between the years 1950 to 1960). All designs, type fonts, and sizes of the same, except basically a different color, so here emphasized the use of color. Then, strange names appear in this style, just to avoid the common name of the Institute of Patent Registration.

An example: Figure crocodile existing listing on the Patent Institute, so one can not use the same logo for the new logo design. Then the way out, he added a new word beside the word crocodile, and then register themselves with the brand “Crocodile Mountain”; the drawing is a crocodile and a mountain (Research Wiyanto, theses brands of Commerce in Indonesia in 1961-1962). Simplicity of how to view derived from common forms of logic, because it is not surprising that matches Jonko ping Tandstick Fabriek, a pictorial medals or currency in the market is better known and is called “stamp Matches Balloon”; what is most immediately and easily crossed difikirkan remembered.

The success of marketing a product, not only determined by the quality of goods and promotional efforts undertaken, but also in the same effort by the quality and appearance of the packaging itself. -

For this fact we know the marketing philosophy that has been prevalent since the 19th century in England “the product is the package”, goods packaging products is determined by itself. Awareness of the packaging is the portion that is not separate from the product item, so not surprisingly, a graphic design firm to be “We can not raise the quality of goods products, so our level of packaging.”

Because it was another quality of a packaging judged from its ability to fulfill the function, where packaging is required to have a bigger attraction than the items wrapped in it. Success is determined by the attractiveness of the packaging aesthetic into consideration since the beginning of planning forms of packaging, because basically aesthetic value must be contained in the harmony between form and arrangement of graphic design without forgetting the impression types, characteristics and nature of goods produced.

Graphic Design Element
Graphic design language is a visual language, a language of symbols that is expressed through pictures, shapes, colors and characters. Graphics should be able to deliver messages to be conveyed by the producers of goods through containers is created; better information about the content and the explanation of how the use of these products. Election letters of character type according to the type of goods, combined with mutual support and appropriate illustrations printed with good printing techniques, will bring the message directly or indirectly from the goods of the quality and value. Images and text (text), not only important as an energetic charm but primarily to communicate with consumers about the particulars desired. Text should be clear, concise, correct, legible and easy to blend with the overall design.

Considering disciplinary design helps to avoid the impression of a chaotic design. Third graphic elements, images, fonts and colors should be able to show themselves to each other and mutually tunjang grace. The form letter that should be showing the product name key, it is not worth being bothered by the use of contrasting colors are blinding, because the color can only shout loudly, but did not deliver the message. Picture illustration of the surplus will drown juatru messages written information is more important. Text is printed in yellow on a black base will be very clearly legible, otherwise blue text on a red base will move dizzying eyes, and pale yellow-white color will not legible. Similarly, the use of lowercase letters will be easier and readable than uppercase, and the selection of a simple type of letter would be more beneficial than the use of decorative letters that might be more beautiful but difficult to read.

Take into account the height and thickness of the letters that are balanced, and spacing between letters larger than the thickness of the letter itself, so that all messages are written is very easy to read. Avoid impression on consumers, so as if it was trying to hide something containers. In the use of text, use the words easy to understand, not too long, does not mean a double, because the tendency of consumers are always looking for practical and useful product which was then just consider the price.

About the pictures or illustrations can be expressed through hand drawing or by photography or both. The main function of this illustration is for visual information about products, supporting text, about the suppression of a certain impression, or as an eye catcher to attract prospective buyers to read the text. Based on its use, illustrated with pictures on the containers can be displayed in the form of goods or full product details, pictures or drawings in the form of ornaments, or ornaments are symbolic only.

Illustration by photographic images often used to assure the quality of the content of the goods; for more reality shows these objects. This is especially often used in packaging food items. By photography better able to describe the nature of the contents of basic materials such products (fresh vegetables, fruits, meat, fish, etc.).

Similarly, can show results that can be obtained by using these products (soup with a delicious sauce, fried rice, Kueh which stimulates appetite).

In the same way can be used untak cosmetic field that displays a beautiful face, beautiful face with soft smooth skin, or hair neatly elegant.

Even further in Cap Djago herbal wrap, mounted the famous figures such as Point Puspa and Mus Officer, or other famous stars. This is simply to attempt to image the plume themselves against something.

Color is a very important thing in communication with the consumer. In connection with color graphics on packaging design can be perceived usefulness in several inter-related angles. We know the obvious two color categorization, namely the hot colors (red, orange, yellow) and cool colors (green, blue and purple).

From the psychological point of hot colors associated with the attitude of spontaneous, lively, open, growing and disturbing movement, called the “extroverted color”, while cool colors associated with the closed stance is cool, relaxed, full consideration and referred to as “introverted colors.” If the color red is considered male, the symbol of blood in the body, striking orange color is clean, appetizing, friendly and warm. Yellow passionate, cheerful and bright, impressive feminine pink and green color symbolizes a growing and hope, while the blue gives a sense of calm. When the green evoke tranquility to earth, giving the silence in the sky blue.

The trend is certainly the potential of color can be applied properly in the manufacture of packaging. To explain the power of color, the views put forward in terms of psychology, that colors much closer relationship to the emotions rather than to form, so the colors appear on a package earlier than this form of packaging, and for not so necessary considerations observations.

We can imagine a fierce competition to be faced by a product with a shelf pemajangan kemasnya on other similar products in tens in number. For packages that use graphic elements and colors to more closely will certainly emerge as the main lure for prospective buyers. Especially when it was realized that the human memory to form more slowly than its color, and people may forget to name a product but hard to forget against kemasnya color. As an example of this is clearly visible on the packaging film, Kodak (yellow), Fuji Color (green), Corned beef CIP / Pronas and sardine (red), Sari Ayu (dark brown), Mustika Queen (dark red).

Application of color to the packaging can also be considered from the point of perception cecap color perception. From a questionnaire about the influence of color is limited to cecap (taste), which was conducted among housewives in Bandung, it is concluded, that the color red give the highest cecap sweet, acidic yellow color provides the highest cecap light blue with white sauce gives cecap and color-dark red and black gives a bitter cecap (Baby Ahnan research, Thesis “An Exploration Research Concerning: Possible emergence of perception Cecap / Due to the perceived color of the” Year 1983. The conclusion of this course can be used as a starting point coloring special packaging for food and beverages at Indonesia.

Onwards on the question of color in relation to public taste consumers can also we note a few things like:

- Color elegant, sophisticated (sophisticated), less suitable for color cosmetics that are marketed in the lower middle class society. Is preferred bright colors, a bit festive.

Menjua1 radio with red, green, or blue would be easier in rural areas.

Similarly, the color pack of cigarettes for middle and low society should be more brightly colored. While the color for clove cigarette packs Filtra the packaging is suitable for the business people, or reflect a particular social levels, and cigarette Djarum Super red and black suitable for youth groups or young at heart a romantic, especially when supported by an advertising campaign which smells somewhat erotic. Likewise, for some particular brand of cigarettes in Indonesia are among the marketing of lower-class consumers, there is a certain harmony in the colors used in accordance with certain specific areas.

For areas of North Sumatra liked yellow ripe areca nut (chrome) or red color, and in Java with red, lemon yellow and dark blue. For example, cigarette packs colored red Commodore marketed in Medan and its surroundings, as well as the cigarette brand that Galan and Panamas in Sumatra its largest consumer.

In connection with the color, can also be traced to an era that sometimes have a tendency to taste. For the generation that grew up around World War II, his color sense is more calm, expressing the color shade, almost somber. Because it was a movement born artist group that appear with bright colors in Europe as a reaction to this situation, among them the painter Josef Albers, Vasarely.

Lethargic taste of this era expressed in taste colors and dressed in pastel shades of interior space with gray, pale amber, or a faded ocher.

But in the next generation who grew up on Pop culture period (Pop Culture), they are more cheerful passion for color, contrast, cheerful and festive. Psychologically can be connected with the “development” which is less difficulty, more peaceful world atmosphere, open, optimistic. Therefore, the current color containers are generally much brighter and cheerful.

PACKAGING FOR EXPORT
In general in Indonesia up to now still alive with traditional good packaging design (both graphic design and materials used) in addition to a modern container design, the manufacture is based on the concept of modern thinking as well. When we walked into a small food store that sells dry foods such as types of crackers, nuts, dodol, dried Kueh, Tauco, Oncom, such as shops located in the city of Cianjur highway bypass, then we will find most of the stuff the food is packaged in a simple situation, either snapped or graphic. Packaging that is mostly for industrial products of this house, apparently still have a place and familiar with the consumer.

In addition, in the big cities, looks a state, as a result of market developments and the store after the year 1986 (the era of the new order). As we know, Indonesia’s economic wheels began to move after the year 1966, in which foreign investment in various fields, such as the establishment of industrial / manufacturing, food, medicines, clothes, electronics, to the assembly of vehicles. Shopping centers, more and more, in addition to department stores and supermarkets that luxury.

The presence of these luxury stores stimulates the emergence of new forms of packaging of goods produced locally. Nature of goods in supermarkets pedlery of whom each item must serve and menual himself, encouraging producers to create products with the appropriate packaging. Goods sold in a market will be placed in accordance syawalan type groups. So we will easily get those types of things at once with a wide range, brand, price, mark-commerce, content, and offer an explanation of the taste. Goods that product suddenly sink into a fierce battle to win the attention of buyers. Bout those goods, is fighting the wrapper design, because it is the science of designing packaging battle. To determine consumer choice had to be active. The atmosphere will be different at all, when you shop at a food stall at the market stalls Presidential Directive where the waiter will chase you with a variety of information and tempt you to buy goods; and you simply need a passive attitude.

Along with the pace of our economic progress, has also begun intensified the export of goods of domestic production to various countries. These efforts must be supported by the quality of goods and packaging as well as the quality of authoritative and empowered to sell. Regarding the export packaging is planning it can be noted some of which will be worthy of consideration for the producer and graphic designer Indonesia.

- Some forms of packaging the following graphic from a goods produced for foreign markets should not be the same as for the domestic market.

- Be sensitive and ideology to a wide range of world culture is very important in considering the design for export containers. This is based on the existence of local environmental factors that must be considered. As an example of what can be investigated by an employer and planning to marketing and communications consultant in San Francisco, USA “Walter Landor Asoociates. The company has hired designers from various nationalities, in accordance with the interests of good planning for the various target countries such as Japan, Italy, Germany and even England. Packaging for export is a very peculiar because it should be handled by the designers of the relevant export destination countries and in cooperation with Indonesian planners.

- Typically the packaging that will be marketed has been through research and field tests over the depth, both in form and packaging materials as well as graphic design, considering the fact the high differences in climate, language, literacy, terms of trade, tax, shipping and other traffic- another.

- Each item of product to be exported, must also complete the requirements of the packaging design with a computerized code that has been used everywhere, for easy calculation of the price.

- Must also consider the use of the spoken element of symbolism through shape and color. Can imagine how the policy will be taken, if we are going to plan for export packaging, color and image problems as follows:

- The color “red”, is very popular in Italy, Singapore, Yugoslavia, Mexico, and for Americans that red is the color of the net, while for the English nation, Chile, Guatemala, Holland, Venezuela and Sweden, including the least preferred color.

- The color “blue” welcome in England, is considered a masculine color in Sweden, but feminine in the Netherlands.

- Color “yellow” and “gold”, once favored by countries in Asia such as Japan, Malaysia, Philippines, Burma, Ceylon, Singapore and Hong Kong.

- The color “green”, considered as a matching color and cool by the Americans, Iran, Iraq, Sudan, Jordan, India, Pakistan, and for the Arabs in fact regarded as a sacred color of the less wise to use as a color pack.

- Color “black”, almost all nations, like America, South Africa, Tunisia, Afghanistan, India, Saudi Arabia, Vietnam, Hongkong, French, German, Danish, and Australia was less suitable, but in Spain instead have been used for food packaging.

Similarly on the question of “image”,

- Pictures Tiger, Lion, Dragon and the Elephant, groove in the PRC, Taiwan, and Hong Kong, was a picture of elephants is not welcome in Tahiti

- For Singapore and Malaysia, they are less able to receive pictures of snakes, pigs, cows and turtles.

- India’s anti against images of cows and dogs, but likes to picture a monkey.

- Switzerland will be very sensitive to the form of the red cross or a white cross on a red base.

- Suggestion important special internalized by the producer and designer packaging Indonesia is to put this packaging problem, not just as an economic factor associated with increased marketing of goods only, but also as a cultural factor that brings the prestige image of the nation. An example that we can imitate is what has been done by the Japanese of the art packaging of goods or their products. All the breath-rupaan keseni Japan can shine on the goods packaging graphic design; as an art spectacle. Do we deserve to have the optimism towards this, it is dependent upon our own attitudes and desires.

So that could be presented briefly in the discussion of the role of chance in graphic design in packaging and in the end I want to emphasize “When the container’s shape can only protect the contents of packaged goods, but the graphic design will sell the item to the buyer”

Source: The book “Graphic Design Symposium” Faculty of Arts and Design at Art Institute of Indonesia-Yogyakarta, in order Full Bakti drs. R. Soetopo as a lecturer Faculty of Arts and Design, which was held on April 4, 1989.

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