Visual Communication Elements And Meaning Of Hatten Wines Bali Label Made Arini Hanindharputri (a*), I Wayan Mudra (b), Ni Putu Emilika Budi Lestari (c), A.A. Sagung Intan Pradnyanita (d)
(a,b)Institut Seni Indonesia Denpasar
arinihanindhar[at]gmail.com
wayanmudra[at]isi-dps.ac.id
(a,b,c) Visual Communication Design, Institut Desain dan Bisnis Bali
emilika[at]idbbali.ac.id
agung.intan[at]idbbali.ac.id
Abstract
Hatten Wines is a wine producer based in Bali and is also one of the pioneers in the wine industry in the Asian region. Hatten Wines^s label is unique in terms of visuals, making it interesting to study. In addition, research on wine labels in Bali has never been studied in depth with a visual communication approach. The purpose of this study is to analyse visual communication elements and meaning from the labels of Hatten Wines with the Morris^ semantics approach. This study uses a qualitative descriptive method. The data was obtained through observation, interviews with stakeholders and literature, where the data were analyzed using visual communication theory, and the meaning of each element. Research mind findings: (1) Hatten Wines succeeds in presenting a communicative label through a visual display based on illustrations, typography, and colours, and (2) The elements listed on the label mean elements of the island of Bali which are synonymous with its natural wealth and gives the meaning that Hatten Wines is a wine with original Balinese grapes with an international taste. The research implication: this research is helpful in visual communication design, especially in food and beverage labels to influence sales.
Keywords: label- Hatten Wines- Visual Communication- Meaning- Semantic
