disain kemasan dan label
TRANSCRIPT
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PELABELAN KEMASAN PANGAN
OlehI Wayan Sweca Yasa
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Packaging
Key information found on packaging includes:
Product name Description/contents Manufacturer’s details Technical information Safety information Consumer Protection Storage/maintenance information Environmental information Barcode Design protection
3409987655444226
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Food Labelling
If manufacturers make claims like this the actual amounts must be printed in the ingredients list.
Ingredients are listed in order of weight, including additives so they can be compared with similar products or so we can avoid ingredients we do not wish to eat.
Additives must be listed and explain their job. The manufacturer can use the name of the additive or the "E" number if it has one agreed by the European Union.
Instructions for safe storage
Date mark must appear on the product
Nutritional information now appears on many food products
Name and address of manufacturer, packer or retailer so contact can be made.
The "e" means that the average quantity must be accurate but the weight of each pack might vary slightly.
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Product Maintenance
Care labels
Servicing information
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Product storage/handling
Advice, warnings, instructions
INFLAMMABLE LIQUID
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Consumer Protection
BSI Kite MarksTested against specific standards shown with reference number adjacentConformité EuropeenneMeets minimum requirements from EU directive to be allowed to be put on sale
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Environmental IssuesRecycling symbol
Specific Material Information
Disposal of Waste Equipment
Green dot
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Penampilan kemasan
Label produk : WARNA, BENTUK, MEREK, ILUSTRASI TEKS, TATA LETAK
Faktor EMOSI dan PSIKOLOGIS
Disain kemasan daya tarik visual
Daya Tarik Visual
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Daya Tarik Visual Produk deterjen : komposisi,
kemampuan/kualitas yang hampir sama
Disain kemasan :Sudut tajam, merek dan huruf kekar menonjolkan KEJANTANANKesan lebih kuatTidak perlu banyak tenaga untuk mencuciDaya tarik positif
Deterjen saat ini kelembutan, keharuman, tidak merusak warna
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KARAKTERISTIK DISAIN KEMASAN
1. PERLINDUNGAN, PROTEKSI
Interaksi, bahan kemas dengan makanan Permeabilitas cairan dan gas (uap) Jasad renik pencucian dengan
sabun/khlorin Sifat Fisik : cuaca, tekanan, pukulan,
tusukan, bantingan, getaran, suhu, penyinaran
Fisiologis : respirasi
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2. FAKTOR EKONOMI
KARAKTERISTIK DISAIN KEMASAN
Biaya tidak melebihi manfaat Harga murah Volume yang sesuai
3. DISTRIBUSI
Mudah dalam transportasi, distribusi Mudah dalam penyimpanan, pemajangan
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KARAKTERISTIK DISAIN KEMASAN
6. ERGONOMIK Mudah dibawa, dipegang (minyak goreng),
dibuka, diambil Mudah diisi dan dihabiskan
7. ESTETIKA/PROMOSI Menarik, unsur lucu Positioning : penonjolan penggunaan
FEMINAXSimbol budaya, public figure, langsung terhadap pesaing, kelas produk
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KARAKTERISTIK DISAIN KEMASAN
8. EKOLOGI
Aman, bersahabat dengan lingkungan Biodegradability, mudah dibuang Tidak menggunakan CFC, berbahaya, hujan
asam Dapat didaur ulang hati-hati dengan
kertas bekas, plastik bekas pestisida Multitrip
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RISET PRA DESAINWHO AM I ?
Kegiatan Internal perusahaan Karakteristik produk Proses pengemasan dllWHO ARE THEY ? Kegiatan eksternal perusahaan para pesaing Distributor/Pengecer Konsumen
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1. Riset Internal - Evaluasi tata hubungan produk, kemasan, & promosi - Citra perusahaan & Citra produk
2. Riset Ekonomi - Efektifitas biaya produksi kemasan
3. Riset Teknis - Kesesuaian disain kemasan - Perlindungan thd produk
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4. Riset Pesaing - Keunggulan dan Kelemahan5. Riset Pasar - Kel umur, jen kelamin, pendidikan6. Riset Konsumen - Prinsip psikologi dan fisiologi kemasan7. Riset Trend - Mode dan preferensi konsumen8. Distributor /Pengecer
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POSITIONING Konsep untuk membentuk citra suatu produk secara khusus
STRATEGI1. Penonjolan karakteristik produk a. Karakteristik fisik - suhu, warna, kelembutan, kekuatan b. Karakteristik fisik semu Karakteristik yg tdk dpt diukur - rasa, selera, bau/keharuman
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STRATEGI (lanjutan)
2. Penonjolan harga dan mutu Produk mahal ∞ kualitas bagus3. Penonjolan penggunaan - feminax unt sakit waktu haid komposisi sama dg obat flu, sakit kepala, sakit gigi4. Positioning menurut pemakainya - Produk dikaitkan dg Public figure (artis/model)
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STRATEGI (lanjutan)
5. Positioning menurut kelas produk Coca cola vs 7 – UP6. Positioning Budaya - Sari Ayu & Mustika Ratu vs Kosmetik modern7. Positioning langsung thd Pesaing “ Gantinya Ngopi” vs Gantinya Permen Kopi”
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FUNGSI WARNA
1. Identifikasi produk2. Menarik perhatian3. Menimbulkan pengaruh psikologis
4. Mengembangkan asosiasi
5. Menciptakan citra produk6. Menghiasi produk7. Memastikan keterbacaan maksimum8. Mendorong tindakan9. Proteksi dari cahaya10. Mengendalikan tempetarur11. Membangkitkan minat dalam mode
Warna merah, oranye, kuning membangkitkan seleraUngu/hijau daging busukHijau roti berjamurHijau sayur segar
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B E N T U K Bentuk sederhana lebih disukai Bentuk teratur akan mempunyai daya tarik Bentuk harus seimbang
Bentuk mudah terlihat, tidak berdistorsi jika dilihat dari jauh
• Bentuk bujur sangkar lebih disukai proporsi seimbang
• Bentuk cembung memperlihatkan isi banyak• Bentuk bulat disukai wanita, Bentuk siku
pria
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MEREK/LOGO
o Sejaraho Identitas/kekhasano Asosiatifo Artistiko Komunikatifo Simboliko Impresif
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1. Mengandung keaslian2. Mudah dibaca/diucapkan3. Menggugah4. Cocok dengan produknya5. Mudah diingat6. Sederhana dan ringkas7. Mudah disisipkan pada media apapun8. Tidak berkonotasi jelek9. Cocok untuk ekspor10. Tidak sulit digambarkan
LOGO seharusnya :
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ILUSTRASI1. Menarik perhatian2. Menonjolkan salah satu keistimewaan
produk3. Memenangkan persaingan menarik
perhatian konsumen4. Mendramatisasi pesan5. Merangsang minat membaca seluruh
pesan6. Menjelaskan suatu pernyataan7. Menciptakan suasana khas8. Menonjolkan merek/menunjang slogan
yang ditampilkan
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KONSEP CUBE(COMPREHENSIVE UNDER STANDING BUYER ENVIRONMENT)
3 DIMENSI
1.KONTROL THD KEAD SEKELILING - Take Control - Yield Control
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2.TINDAKAN - Act First - Think First
3.KEPERCAYAAN THD INFORMASI
- Fact – Based People - Felling – Based People
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KELOMPOK INDIVIDU (1)
CIRI : -
Konvensional
- Praktis- Bersahaja-
Berpendidikan
- Berpenghasilan
rendah
- Suka bergaul- Rajin beribadah- Suka
menggunakan waktu untuk
bermain
1. Kelompok Yield Kontrol, Act First, Fact - Based People
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KELOMPOK INDIVIDU (2)
CIRI : - Mudah
bergaul- Orientasi
membangun
- Memperhatikan standar hidup dan sedikit anak
2. Kelompok Take Control, Act First, Fact - Based People
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KELOMPOK INDIVIDU (3)
CIRI : - Bependidikan
dan penghasilan tinggi
- Konvensional- Sulit
bermasyarakat
- Perkawinan tidak langgeng
- Tidak suka kegiatan di luar rumah
3. Kelompok Yield Control, Think First, Fact - Based People
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KELOMPOK INDIVIDU (4)
CIRI : - Cukup
berpendidikan - Tidak luwes dlm bermasyarakat- Penghasilan
tinggi
- Profesional- Wiraswastawan- Pria tidak
menikah
4. Kelompok take Control, Think First, Fact - Based People
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KELOMPOK INDIVIDU (5)
CIRI : - Praktis - Bersahaja- Terbuka
- Mudah bermasyarakat tetapi sinis
5. Kelompok Yield Control, Act First, Feeling - Based People
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KELOMPOK INDIVIDU (6)
CIRI : - Melakukan apa yang baik- Kaum wanita - Suka klub
kebugaran/pertemuan kelompok
6. Kelompok Take Control, Act First, Feeling - Based People
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KELOMPOK INDIVIDU (7)
CIRI : - Berpendidikam- Beprpenghasilan rendah - Sebagian besar waktu unt
ibadah- Umumnya bekerja di kebun
7. Kelompok Yield kontrol, Think first, Feeling - Based People
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KELOMPOK INDIVIDU (8)
CIRI : - Sensitif- Senang berkhayal - Tidak realistis
8. Kelompok Take Control, Think First, Feeling - Based People
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Contoh Daftar Jenis Makanan, Komposisi Bahan Pengemas dan Fungsinya
Jenis Makanan Contoh Komposisi Bahan Film Plastik Pengemas Fungsi
Buah-buahan kering OPP, OPP/CPP, OP/CPP Moisture proof
Sayur-sayuran kering PE, CPP, OPP, OPP/CPP Moisture proof
Kopi dan teh
Kopi instan
Teh
Cocoa
Teh Jepang
PET/PE/AL/PE, KPET/PE, KOP/PE
Non-woven paper paper carton atau PVC case,
kertas/PE/AL/PE, PET/PM-PET/CPPPET/PE/AL/PE
Kertas/PE/AL/PE, MST/PE/A/PE, MST/PE, MST/PE/AL/kertas/PE
Moisture proof Aroma perservation Sealability
Moisture proof Aroma perservation
Moisture proof Aroma perservation Oil resistance
Moisture proof Aroma perservation Barrier resistance
Macam-macam Mie Mie instanSpagetti
OPP/CPP, OPP/PE, PET/PE/CPP, PET/PE/kertas/PE
OPP/PEMoisture proofMoisture proof
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Jenis MakananContoh Komposisi Bahan Film Plastik
Pengemas Fungsi
SnackPatato chip
Corn powderBiskuit
Pie
KOP/CPP, PET/PE/AL/PE, PET/VM-PET/PE
KOP/PE/CPP,OPP/VM-PET/PE, KOP/CPP
PET/PE/AL/PE, MST/PE/AL/HSOPP/CPP
Moisture proofOil resistance
Barrier resistanceMoisture proofOil resistance
Barrier resistanceMoisture proof
Macam-macam SusuCreamy powder
Dried milkSkim milk
MST/PE/AL/PE, PET/PE/AL/PEMST/PE/AL/PE, PET/PE/AL/PE
Kertas/PE/AL/PE
Moisture proof,Oil resistance,
Barrier resistanceMoisture proof,Oil resistance
Barrier resistance
Daging Smoked foods KOP/PE, KOP/CPP, KPET/PEMoisture proof,Oil resistance,
Barrier resistance
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Jenis MakananContoh Komposisi Bahan
Film Plastik Pengemas Fungsi
Bahan dasar makanan
Tepung terigu
Bubuk roti
Gula
Mixed powder
Spice
Chemical seasoning
Flavor
Powdered soup
Powdered miso soup
Powdered juice
PT/PE, OPP/PE, PE/kertas/PE
OPP/PE/kertas/PE
PE, kertas/PE, PT/PE, CPP/OPP/CPP
Kertas/PE/AL/PE, KPET/PE, KPT/PE
PET/PE/AL/PE, PT/PE
MST/PE, KPT/PE, PT/PE
Kertas/PE/AL/PE, PET/PE, Kertas/AL/PE, PET/PE/AL/PE
Kertas/PE/AL/PE, PET/PE/AL/PE, ON/PE/AL/PE
PT/PE/AL/PE, PET/PE/AL/PE, kertas/PE/AL/PE
PET/PE/AL/PE, PET/PE/kertas/AL/PE
Moisture proof
-
Moisture proof
Moisture proof
Moisture proofAroma preservation
Moisture proof
Moisture proofBarrier resistance
Moisture proof,Barrier resistance,
Oil resistance
Moisture proof,Barrier resistance,
Oil resistance
Moisture proof
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Jenis MakananContoh Komposisi Bahan Film Plastik
Pengemas Fungsi
Retort MakananDan lain-lain
PET/CPP, ON/CPP, PET/ON/CPPPET/PVDC/CPP/, ON/PVDC/CPP,
CPP/ON/CPP, PET/AL/CPP, ON/AL/CPP, PET/ON/AL/CPP, PET/AL/ON/CPP
Thermal resistanceWater resistanceBarrier resistance
Lainnya
Obat-obatanAlat-alat kedokteranShampoRinsoAgricultural chemicals
PT/PE, MST/PE, AL/IIS-PVC (PTP)PT/PE/AL/PE, PET/PE/AL/PE
PET/PE, kertas/IIS-PVC/PE (blister pack)
PET/AL/PE, ON/AL/PE, PET/AL/PET/PEPET/PE, MST/PE/AL/PE, PET/PE/AL/PE
Moisture proof,Barrier resistanceMoisture proof,Water resistance,Oil resistanceMoisture proof,Water resistance
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ASPEK LEGISLASI PELABELAN KEMASAN
• Gambar pada Label tidak boleh menyesatkan
• Pencantuman tulisan : Halal, Mengandung Babi, beralkohol
• Pencantuman keterangan/aturan pemakaian (bayi, penderita diabetes, fenilketonurik) atau efek pemakaian berlebih
• Pencantuman keterangan produk (isi kandungan gizi, komposisi pemakaian, dll)
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