Published date: Aug 11 2022

Journal Title: KnE Social Sciences

Issue title: ICADECS International Conference on Art, Design, Education and Cultural Studies (ICADECS) 2021

Pages: 358-367

DOI: 10.18502/kss.v7i13.11682

Elisabeth Christine Yuwonoxine_y@petra.ac.idDesign, Faculty of Art and Design, Petra Christian University, Surabaya

IGAK Satrya WibawaFaculty of Social and Political Science, Universitas Airlangga, Surabaya

This research aimed to identify how Yogyakarta’s local identity is represented through visual elements in chocolate product packaging. Qualitative methods were used with textual analysis of three brands of chocolate products. The product packages were analyzed descriptively in terms of the design elements of the packaging, and a literature review was conducted. The results indicated that the identity of Yogyakarta is represented through the cultural elements attached to Yogyakarta on the packaging. The identity displayed tends to be a stereotype, through the visualization of historical relics and traditions that are still firmly held in Yogyakarta. This study concludes that packaging design is an important factor in communicating Yogyakarta’s identity. This role can be seen from the illustrations and the language used, the variety of flavors, as well as the selection of materials for the packaging.

Keywords: packaging, identity, local identity, graphic elements, representation

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