The Usage of Ornaments in The ^Bakpiaku^ Packaging Design in Building Brand Awareness of Indonesian Culture Sample Abstract
Sri Wahyuning Septarina (a*), Desi Dwi Kristanto (b), Eko Wahyu Sentavito (c), Gisela Jovita (d)

Universitas Pembangunan Jaya
Blok B7/P, Jl. Cendrawasih Raya Bintaro Jaya, Sawah Baru, Kec. Ciputat, Kota Tangerang Selatan, Banten 15413

Abstract

Ornaments are motifs or decorative patterns that are often found in various types of designs. Ornaments also have a role as a medium in conveying messages and can even influence consumer purchasing decisions. One of the roles of ornaments in a packaging design is to build brand identity, because distinctive and consistent ornaments can be a characteristic of a brand so that it can differentiate the product from its competitors. The purpose of this study is to describe the effect of using ornaments on the packaging design of ^Bakpiaku^ to increase brand awareness as a promotional media. The method used is design thinking with data collection techniques in the form of documentation, literature studies, and observations. Based on the analysis, it can be concluded that the packaging design process (packaging appeal, visual appeal, message, color, shape), brand awareness in packaging design and visual packaging.

Keywords: Ornament, Packaging, Brand Awareness

Topic: Digital Media