Dr. Nedina Sari began by explaining the structure of packaging in terms of its form, also known as its physical manifestation. Form or shape is a tangible entity that can be visually and tactually perceived. Psychologically, each basic packaging shape conveys different impressions, and understanding these impressions is vital for designing effective packaging. The psychological impression created by the packaging shape can be aligned with the product’s desired image to be conveyed to consumers.

Regarding the aesthetics and visual appeal of packaging, Dr. Medina emphasized that packaging should be attractive and memorable for consumers. This can be achieved through the thoughtful use of color, shape, and imagery. A unique and innovative design is key to making a product stand out among competitors. Beyond visual appeal, packaging also plays a role in providing assurance, trust, and confidence in the product’s quality.

She also reviewed the psychological responses to basic shapes. Shapes like circles, squares/cubes, and triangles evoke different psychological responses in consumers. A circle, for instance, is associated with connection, community, and comfort, often referring to feelings of femininity. Squares or cubical shapes convey a sense of orderliness, logic, and security, and represent weight and solidity. Meanwhile, triangles radiate energy, strength, and balance, and can reference masculine feelings. Understanding these psychological associations allows packaging designers to select the most suitable shape for the product’s message and target market.

Dr. Medina Sari also discussed the philosophy of "beyond FORM FOLLOWS FUNCTIONS". In food packaging design, it’s not just about the form following the function, but also about function being influenced by the consumer’s experience, and that experience being connected to the senses.

Every product has its own method of use, and packaging must be designed to facilitate this, such as packaging that is easy to open and pour. Additionally, the usability of packaging in other aspects needs consideration, including providing a sense of luxury to consumers, having a universal design that is easy to understand and safe to use, and offering portions that suit consumer needs, including retail purchase options.

This guest lecture provided participants with insights into the crucial role of packaging design, which considers structure, aesthetics, the psychology of shape, function, and usability in the food industry.

Reporter: Ahza Asadel Hananda Putra (Food Engineering, 2021)

Translator: Nadya Fini Nabila (Management, 2023)