Kajian elemen visual dan simbol budaya pada desain kemasan Teh Naga Super
DOI:
https://doi.org/10.30998/jd.v13i2.1471Keywords:
desain kemasan, simbol budaya, makna visual, komunikasi visual, teh lokalAbstract
Desain kemasan berperan sebagai media komunikasi visual dalam membangun makna dan identitas merek. Pada produk teh lokal, penggunaan simbol budaya menjadi strategi penting untuk menciptakan diferensiasi. Namun, kajian yang menganalisis secara kritis fungsi simbol budaya dalam desain kemasan masih terbatas. Penelitian ini bertujuan menganalisis konstruksi makna visual pada kemasan Teh Naga Super melalui elemen ilustrasi, tipografi, warna, dan tata letak. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis visual berdasarkan kerangka Gillian Rose pada area site of image itself. Data diperoleh melalui dokumentasi visual kemasan teh tubruk 15gram dan dianalisis secara deskriptif-interpretatif. Hasil penelitian menunjukkan bahwa simbol naga, warna hangat, dan tipografi hierarkis membentuk representasi kekuatan, tradisi, dan kualitas produk. Elemen visual tersebut berfungsi sebagai strategi komunikasi simbolik dalam membangun diferensiasi merek. Penelitian ini menegaskan bahwa simbol budaya berperan sebagai instrumen utama dalam konstruksi identitas visual produk teh lokal.
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