Eksplorasi strategi visual dalam branding produk skincare lokal melalui desain kemasan minimalis
DOI:
https://doi.org/10.30998/jd.v13i2.834Keywords:
Kemasan minimalis, citra merek, semiotika, perawatan kulit lokal Indonesia, minimalisme budayaAbstract
Penelitian ini mengkaji penerapan desain kemasan minimalis perawatan kulit (skincare) sebagai strategi visual untuk membentuk citra merek dan identitasnya. Penelitian ini menggunakan metode kualitatif dengan pendekatan semiotik. Lima merek perawatan kulit lokal diteliti berdasarkan model interpretasi triadikal, yaitu ikonik, indeksikal, dan simbolik. Hasil penelitian menunjukkan bahwa penggunaan minimalis dalam desain kemasan bukan hanya soal selera estetika, melainkan juga representasi budaya yang menggabungkan tren desain modern global dengan nilai-nilai etika dan spiritual yang khas. Setiap merek menginterpretasikan konsep minimalis secara berbeda untuk mencerminkan cerita uniknya, seperti menekankan kesucian spiritual, menonjolkan transparansi berbasis sains, mengedepankan kemewahan yang diidamkan, menggambarkan inklusivitas yang menyenangkan, dan merefleksikan keterjangkauan yang autentik. Penelitian ini menyimpulkan bahwa strategi branding minimalis berfungsi sebagai diskursus semiotik tentang kepercayaan, etika, dan identitas budaya, serta memberikan pandangan baru mengenai bagaimana penyederhanaan visual dapat memperkaya simbolisme dalam komunikasi merek.
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