Redesign of food packaging using Kansei Engineering and sustainability design

Department of Industrial Engineering, Universitas Ahmad Dahlan, Yogyakarta, Daerah Istimewa Yogyakarta, Indonesia

^* Corresponding author: okka.adiyanto@ie.uad.ac.id

Abstract

Currently, the development of packaging design is very advanced and rapid. One of the efforts that are widely used by Small Medium Enterprises (SMEs) in the food sector is to improve their packaging. Current packaging developments are also starting to collaborate elements of sustainability and also the feelings of consumers. Therefore, the research designed packaging using a psychological approach based on the feelings and emotions of consumers, namely Kansei engineering. In addition to kansei engineering, it also includes sustainability elements in the packaging design. Based on the results, 43 kansei words were obtained and then simplified into 16 kansei words. The selected packaging design is a coloured flat pouch without the use of plastic, complete with product information and packaging attributes. The aim of this research is to evaluate the effectiveness of the new packaging design in garnering positive consumer responses and to assess its potential impact on increasing consumer buying interest in the product.