REPRESENTASI IDENTITAS BUDAYA LOKAL DALAM DESAIN KEMASAN PRODUK UMKM
Keywords:
Local Cultural Identity Representation, MSME Packaging Design, Contextual Visual CommunicationAbstract
This study aims to explore the construction process of local cultural identity representation in MSME product packaging design and identify visual communication design strategies employed in translating cultural philosophical values into authentic and competitive visual packaging elements. The research employed a qualitative approach with phenomenological design to investigate the lived experiences of MSME actors in Kampung Batik Laweyan Surakarta. Data were collected through in-depth interviews with 12 informants, participant observation, and visual documentation, then analyzed using Miles' interactive model through data condensation, data display, and conclusion drawing techniques. Data validity was ensured through source and method triangulation as well as member checking. Findings reveal that local cultural identity representation is constructed through intensive dialectical dialogue between batik craftsmen and designers, generating productive negotiation between cultural authenticity and contemporary market appeal. Design strategies implemented include visual simplification of motifs with philosophical meaning retention, visual hierarchy positioning cultural elements as focal points, educational visual narratives, natural color palette adaptation, vernacular typography, batik fabric texture simulation, and flexible modular systems. Findings demonstrate that MSME resource constraints can be transformed into unique selling propositions through community-based co-creative approaches. This research contributes to achieving SDGs 8, 12, and 17 by proving that preserving local cultural identity through packaging design constitutes a sustainable development strategy integrating economic, social, cultural, and environmental dimensions within a resilient creative ecosystem.
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