Visual Identification of Local Heritage Food Packaging: A Case Study of the Development of Gabin Biscuit Packaging Design in Samarinda

Abstract

Local Heritage food is a region special food that is different from those from other regions. Due to its uniqueness, the food can be a souvenir as proof that consumers have visited a certain place. In carrying it as souvenir, that traditional food needs packaging. As a souvenir, the packaging needs to have uniqueness that can differentiate it from other packaging and at the same time it can show its identity. One of the distinctions comes from the attributes of the packaging from the visual side, because the visual appearance is the first thing that can catch the costumer’s attention and influence purchasing decisions. So, it needs to be analyzed to find what attributes are required to elevate the visual side. This is qualitative research. Preliminary data were obtained from a literature study on food packaging design which are analyzed for its attributes, the results were quantitative using the NVivo application. NVivo was used to illustrate the decision analysis results framework by coding the data according to the classification scheme. For attribute items, the ATUMICS guide (Artefact, Technique, Utility, Material, Icon, Concept and Shape) was used as a step to reconstruct the packaging. The result of this study is the arrangement of the visual attributes of traditional food packaging, which will be applied to develop the packaging design for the Samarinda gabin biscuit, to reconstruct the packaging which is suitable to current taste without losing its original identity.