Kajian Warna & Ilustrasi Primary Display Panel Kemasan menggunakan Metode Kuesioner dan Eye-Tracking
DOI:
https://doi.org/10.12695/jmt.2019.18.1.3Keywords:
Eye-tracking, Ilustrasi, Kemasan, Kuesioner, PDP, WarnaAbstract
Abstrak. Produk pangan industri rumah tangga (P-IRT) kalah bersaing di rak pajang karena kemasannya kurang eye-catching. Beberapa faktor di antaranya warnanya kurang mencolok serta ilustrasi/ foto kurang menarik. Penelitian yang akan dilakukan ini bertujuan untuk mengidentifikasi kombinasi warna dan ilustrasi/ foto pada Primary Display Panel (PDP) kemasan yang menarik perhatian konsumen. Penelitian ini menggunakan pendekatan kuantitatif. Kombinasi faktor warna dan gambar (ilustrasi/ foto) akan diuji dengan metode Eye-tracking dan kuesioner yang diolah menggunakan metode ANOVA. Penelitian terdiri dari tiga tahap: pertama pengumpulan data I, kedua pengolahan data dan analisis I; dan tahap terakhir uji kesamaan dan penarikan kesimpulan. Studi ini mengungkap bahwa preferensi yang didapat dari kuesioner berbeda hasilnya dengan pengamatan eye tracking. Dengan kata lain, tidak selalu apa yang disukai konsumen sama dengan apa yang diamati konsumen. Penelitian ini diharap dapat membantu produsen pangan industri rumah tangga dalam mempertimbangkan desain kemasan agar lebih menarik perhatian dan menumbuhkan minat pembeli dengan melakukan eksperimen eye tracking.
Kata kunci: Eye-tracking, ilustrasi, kemasan, kuesioner, PDP, warna
Abstract. Home industry food products are unable to compete on display shelves because the packaging is less eye-catching. Some factors include the color is not flashy and the illustration/ photo is less attractive. The research that will be conducted aims to identify color combinations and illustrations/ photos in the Primary Display Panel (PDP) packaging that attracts consumers' attention. This study uses a quantitative approach. The combination of color factors and images (illustrations / photos) will be tested with the Eye-tracking method and a questionnaire processed using the ANOVA method. The study consisted of three stages: first data collection I, both data processing and analysis I; and the final stage of equality testing and conclusion drawing. From the study, it was revealed that the preferences obtained from the questionnaire differed in results with eye tracking observations. In other words, it is not always what consumers like as what consumers observe. This research is expected to help home industry food producers in considering packaging design to attract more attention and foster buyer interest by conducting eye tracking experiments.
Keywords: Colour, eye-tracking, illustration, packaging, PDP, questionnaire
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