Drinking Honey Along With Superman:An Esthetic Symbolic Study on Product Packaging
Author(s)
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Abstract
This research aimed to find out the textual and contextual symbolic esthetics of “Madurasa Superman” product packaging design of PT. Air Mancur Indonesia. This research was a case study using a descriptive qualitative design constituting both picture and writing on primary and secondary packaging design. The data was obtained from observation, interview, and documentation, while the analysis used symbolic theory. Symbol, according to Peirce, as a sign was divided into three based on the relationship between representation and its object. The result of research showed that in message delivery through packaging design esthetics there were symbols brought close to the audience target through typography, picture, color, logo, and lay out.
Keywords
esthetics, symbol, madurasa, product packaging, design element.
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