Design of Graphic Concept Model for Specialty Coffee Packaging Labels

Abstract

There are still many micro-business actors who package their products with the appearance of less attractive packaging. However, it is not easy for micro-business actors to create product packaging ideas that is able to be accepted by the broad market. This study aimed to determine the attributes of packaging labels, determine the most influential graphic elements, and generate tone and manner for label specialty coffee packaging. Label attribute was analyzed with FAST and Pairwise Comparison methods. The graphic element was analyzed with the QFD method. The visual perception was analyzed with the Mind Mapping method quantified by the PCA method. It was concluded that experts expect more product information clarity and the impression of premium products on coffee packaging labels. In addition, experts also expect convenience in reading the information needed on packaging labels. Based on graphic element analysis, the priorities of the graphic element of packaging were 1) identity of the coffee product; 2) text hierarchy; 3) color labels; and 4) typical label style. The must-have tone and manner for specialty coffee packaging labels were familiar (friendly), premium, simple, and special.