Colour As Branding And Value Creation On The Small Medium Enterprise (Sme) Food Souvenir Packaging In Bandung, Indonesia

The food packaging design has improved significantly, allowing for more diverse colours. However, most Small Medium Enterprises (SMEs) in Bandung still lack inadequate and unattractive packaging designs. The first problem identified are the use of colours in product packaging helps with brand ide...

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Main Author:	Swasty, Wirania
Format:	Thesis
Language:	English
Published:	2023
Subjects:	NX1-820 Arts in general
Online Access:	http://eprints.usm.my/60882/1/WIRANIA%20SWASTY%20-%20TESIS24.pdf
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id	my-usm-ep.60882
record_format	uketd_dc
spelling	my-usm-ep.608822024-07-31T01:21:26Z Colour As Branding And Value Creation On The Small Medium Enterprise (Sme) Food Souvenir Packaging In Bandung, Indonesia 2023-09 Swasty, Wirania NX1-820 Arts in general The food packaging design has improved significantly, allowing for more diverse colours. However, most Small Medium Enterprises (SMEs) in Bandung still lack inadequate and unattractive packaging designs. The first problem identified are the use of colours in product packaging helps with brand identification but fails to provide functional value when driven by emotional value. Secondly, using uncommon colours for brand visibility but resulting a negative impact for the brand. Thus, this study aims to examine the role of colours within branding and value creation in SME food packaging in Bandung; to discover the extent to which the perception of (un)common colours in packaging vary across local and international tourists; to evaluate consumer perception and attitudes toward the usage of the uncommon colour palette on SME food product packaging. This study used a qualitative approach. For data collecting, a comparison of multiple case studies, indepth interviews, and card sorting were conducted. Data analysis approach was inductive with thematic analysis. This study also suggests the application of palettes in food packaging and provides colour palette guidelines for SMEs' food packaging in Bandung. This study makes contributions to design literature by creating and communicating values to consumers by utilising colour on Packaging. 2023-09 Thesis http://eprints.usm.my/60882/ http://eprints.usm.my/60882/1/WIRANIA%20SWASTY%20-%20TESIS24.pdf application/pdf en public phd doctoral Universiti Sains Malaysia Pusat Pengajian Seni
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	NX1-820 Arts in general
spellingShingle	NX1-820 Arts in general Swasty, Wirania Colour As Branding And Value Creation On The Small Medium Enterprise (Sme) Food Souvenir Packaging In Bandung, Indonesia
description	The food packaging design has improved significantly, allowing for more diverse colours. However, most Small Medium Enterprises (SMEs) in Bandung still lack inadequate and unattractive packaging designs. The first problem identified are the use of colours in product packaging helps with brand identification but fails to provide functional value when driven by emotional value. Secondly, using uncommon colours for brand visibility but resulting a negative impact for the brand. Thus, this study aims to examine the role of colours within branding and value creation in SME food packaging in Bandung; to discover the extent to which the perception of (un)common colours in packaging vary across local and international tourists; to evaluate consumer perception and attitudes toward the usage of the uncommon colour palette on SME food product packaging. This study used a qualitative approach. For data collecting, a comparison of multiple case studies, indepth interviews, and card sorting were conducted. Data analysis approach was inductive with thematic analysis. This study also suggests the application of palettes in food packaging and provides colour palette guidelines for SMEs' food packaging in Bandung. This study makes contributions to design literature by creating and communicating values to consumers by utilising colour on Packaging.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Swasty, Wirania
author_facet	Swasty, Wirania
author_sort	Swasty, Wirania
title	Colour As Branding And Value Creation On The Small Medium Enterprise (Sme) Food Souvenir Packaging In Bandung, Indonesia
title_short	Colour As Branding And Value Creation On The Small Medium Enterprise (Sme) Food Souvenir Packaging In Bandung, Indonesia
title_full	Colour As Branding And Value Creation On The Small Medium Enterprise (Sme) Food Souvenir Packaging In Bandung, Indonesia
title_fullStr	Colour As Branding And Value Creation On The Small Medium Enterprise (Sme) Food Souvenir Packaging In Bandung, Indonesia
title_full_unstemmed	Colour As Branding And Value Creation On The Small Medium Enterprise (Sme) Food Souvenir Packaging In Bandung, Indonesia
title_sort	colour as branding and value creation on the small medium enterprise (sme) food souvenir packaging in bandung, indonesia
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Seni
publishDate	2023
url	http://eprints.usm.my/60882/1/WIRANIA%20SWASTY%20-%20TESIS24.pdf
_version_	1811772855612866560

Colour As Branding And Value Creation On The Small Medium Enterprise (Sme) Food Souvenir Packaging In Bandung, Indonesia

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