Affective visual prototyping of ready-to-drink (RTD) spiced beverage packaging

Department of Agro-industrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada, Yogyakarta, Indonesia

^* Corresponding author: mirwan_ushada@ugm.ac.id

Abstract

This research aims to develop an affective visual prototype for ready-to-drink (RTD) spice beverage packaging. The study focuses on wedang uwuh RTD as an traditional Indonesian spice beverage. Consumer needs were identified through Kansei words collected from Twitter, analyzed using a word cloud and data extraction tools. Kansei words refer to affective adjectives and verbs representing consumers’ perceptions of products in the form of measurable parameter. These words were organized into phrases via Semantic Differential I (SD1) questionnaires and selected through factor analysis. Then, the kansei words were translated into design elements, including technical attributes and packaging parameters. Visual concepts were optimized using an orthogonal array. The visual prototype was tested with SD II questionnaires and analyzed using Quantification Theory Type I (QT1). The final prototype, featuring PET material, a screw-on lid, a 6 cm diameter, 250 ml volume, and a curved, round text design, effectively met three of seven Kansei phrases: “Protect the Product,” “Easy to Store,” and “Simple Design”. These features enhance durability, convenience, and aesthetic appeal, aligning with consumer preferences for secure, space-efficient, and visually clear packaging. Future improvements could focus on enhancing grip, reducing size for portability, and improving label visibility to maximize user satisfaction and market appeal.