Abstrack:
Packaging is currently understood as a medium of ‘communications’ between producers and consumers. Often also referred to as “the silent sales-man/girl” because it represents the absence of waiters in showing the quality of the product. For that package should be able to convey a message through informative communication, as well as communication between buyer and seller. In fact, marketing experts refer to as the charm of product packaging design (the product charm), because the packaging is located at the end of a production line process that is not only to draw the eye (eye-cathing) but also to entice usage (usage attractiveness). However, packaging design problem does not stop here but there is a message (sign) contained in the packaging. Location of the message embodied in symbolic expression, not only in visual form (text, images, logos, colors and other graphical aspect) but the shape, material, until the packaging functions also become a symbol of the cultural development of packaging design itself. This will indirectly affect the consumption potential of the product (purchase). This paper is the result of research that tries to describe, understand, observe, and prove the phenomena that occur in the design of packaging products which have a relationship between consuming (consumers) with the product packaging itself (object). Another interesting thing is the object of packaging design is observed by the researchers are packaging products produced by manufacturers of medium scale industries (IKM). The position of IKM much interesting to study, because at this level of production-consumption process has a value of unique compared with the packaging produced by manufacturing scale that in fact became the ruler (read: capitalist) over consumer products for packaging. On the other hand, the consumer-packaging interaction (human-product) will also cause other things happen-such as on product quality, product image, product usage, perception, to the question that led to the socio-cultural aspects, or in other words the same perception that the response well as cognitive responses. Where the object of design (design of packaging products) will be aesthetically impressions, semantic interpretations, and symbolic associations. These relationships form the group consuming the media packaging products. Through research-based applied behavioral research in the context of cognition research, especially on the measured perceptions of product packaging design is expected to systemically based observations will try to reveal how the media in the form of packaged snack food product by the audience responded in cultural discourse at the same time consumption can be synchronized with popular culture in product packaging. Who would know how the symbolic expression of cultural identity at the level of packaging design IKM in the realm of production-consumption today.
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