Study about packaging design within the context of packaging design communication is an interesting area to be researched; because there are designers’ intended impressions and users’ realized impressions of products. The paper tries to relate and evaluate the customer perceptions and design element used by designer to construct meaning by using semiotic theory. Local skin care packaging is taken as study case, because skin care product is a fast growing industry in Indonesia, proven there are numerous local brands offered in supermarket and often they changing their packaging. Therefore a study is needed for evaluating consumer perception on Indonesian skin care packaging, whether existing packaging already convey the product benefits effectively. A combination of literature study and quantitative data from semi structured questionnaires will collect experiential data accessing participant engagement in perceiving a range of packaging samples from selected Indonesian skin care brand: Martha Tilaar, Sariayu, Viva, and Citra. The study tries to provide design recommendation for future packaging design.

Keywords : Visual element, packaging design, semiotics

AIA Indonesia (2014). “Harapan dan Aspirasi Kelas Menengah Indonesia”. Laporan | Indonesia.

Alervall, Viktoria dan Juan Sdiq Saied (2013). “Perspectives on the Elements of Packaging Design”. Journal of Communication of Packaging, h. 19-21.

Amsterbrand-Implicit Marketing Research (2016). “Packaging Psychology” Diakses tanggal 16 Februari 2016.

Angela dan Reene. 2015. “Eastern Promises Part 1: Translating Between the Asian and Western Skincare Routine” Diakses tanggal 5 Februari 2016.

Anute, Prof. Nilesh, Dr. Anand Deshmukh dan Prof. Amol Khandagale (July, 2015). “Consumer Buying Behavior towards Cosmetic Products”. International Journal in Management and Social Science, Vol. 03 Issue-07.

Atkinson, Rita L. 1993. Introduction to Psychology. Harcourt Brace College Publishers.

Biokos. “Tentang” Diakses tanggal 20 Februari 2016.

BPLHD Provinsi DKI Jakarta. 2014. Buku I SLHD 2014. Jakarta

Chang, Wen-chih dan Tyan-Yu Wu (2007). “Exploring Types and Characteristics of Product Forms”. International Journal of Design Vol. 1 No. 1

Charters, S. (2006). Aesthetic products and aesthetic consumption: a review. Consumption, Markets and Culture, 9, 235–255.

Cohen, Lisa J. 2011. The Handy Psychology Answer Book. Canton: Visible Ink Press.

Cohen, T. (1998). Artistic taste. In E. Craig

(Ed.), Routledge encyclopedia of philosophy (pp. 509–513). London: Routledge.

Demirbilek, Oya dan Bahar Sener. “Product design, semantics and emotional response”. Ergonomics, vol 46 nos. 13/14, h. 01-05.

Doyle, Lisa. 2014. “The Importance of Color in Beauty Packaging” GCI Magazine. Diakses tanggal 14 Februari 2016. < http://www.gcimagazine.com/business/manufacturing/packaging/The-Importance-of-Color-in-Beauty-Packaging-261239041.html>

Dunsford, Alisha. 2013. “Product Name VS Packaging Design. Which is more important”? Thoughts from AJD Creative. Diakses tanggal 16 Februari 2016.

Euromonitor International (2015). ”Beauty and Personal Care Packaging in Indonesia”. Report of Packaging Industry.

Euromonitor International (2015). ”Consumer Lifestyles in Indonesia”. Report of Economic Trends and Consumer Lifestyles.

Ezekiel, Maurice Sunday, Joseph A. Anyadighibe dan Etim Ndem Samuel (2014). “The Effects Of Packaging On Consumer Choice Of Cosmetic Products: A Case Of University Of Calabar Community”. International Journal of Economics, Commerce and Management, Vol. II, Issue 4, h. 08-09.

Fajar, Rizky. 2012. “Semantik Differensial Technique (Osgood Scale / Skala Osgood)” Diakses tanggal 19 Februari 2016.

Finansialku (2014). “Siapa Saja Kelas Menengah Indonesia?” Diakses tanggal 20 Februari 2016.

Grundey, Dainora (2010). “Functionality of Product Packaging: Surveying Consumers’ Attitude Towards Selected Cosmetic Brands”. Economics & Sociology, Vol. 3, No 1, 2010.

Gube, Isaac. 2013. “A Guide to Print Finishes” Design Instruct. Diakses tanggal 16 Februari 2016. < http://designinstruct.com/print-design/print-finishes/>

Hakuhodo (2012). ”Women’s perceptions of beauty products in 14 Asian cities”. Hakuhodo Inc., Vol. 6.

Hendro. 2013. “Graphic design: Gestalt. Universitas Indraprasta PGRI” Diakses tanggal 5 Mei 2016.

Irfandi. 2012. “Kelas Menengah dan Perekonomian” Kompasiana. Diakses tanggal 19 Februari 2016.

Jack Kane – Custom Racing Bicycles (2014). “Matte Finish vs. Glossy Finish Paint” Diakses tanggal 16 Februari 2016.

Kerry. 2013. “Asian Skincare Guide: The Korean Skincare Routine” Diakses tanggal 5 Februari 2016.

Khan, Asiya Faisal dan Mohd Faisal Khan (2013). “A Study Of Influence Of Packaging On Women Skincare Consumers In Indore City”. International Journal of Advance Research, Vol. 01 issue 10, h. 07-08.

Krippendorff, Klaus. 2006. The Semantic Turn: a new foundation for design. Boca Raton: Taylor & Francis Group

Kuehn, Katharina (2012). “It’s time to get your packaging into shape”. Market Retail, h. 33.

Luttenberger, David. 2015. “For beauty and personal care products, packaging is more than just a pretty face” Packaging Digest. Diakses tanggal 16 Februari 2016. < http://www.packagingdigest.com/packaging-design/for-beauty-and-personal-care-products-packaging-is-more-than-just-a-pretty-face1510>

Margono, Gaguk. 2013. The Development of Instrument for Measuring Attitudes toward Statistics Using Semantic Differential Scale. International Seminar on Quality and Affordable Education

Nickels, W. G. and Jolson, M. A. (1976) ”Packaging - the fifth 'p' in the marketing mix?”, Advanced Management Journal, 41(1), h. 14.

Packaging Innovation (2013). “What Women Want (to Buy)? | Packaging Design For Women” Diakses tanggal 16 Februari 2016. < http://www.packaginginnovation.com/packaging-design/packaging-design-for-women/>

Parera, J. D. 2004. Teori Semantik. Jakarta: Erlangga.

Pateda, Mansoer. 2001. Semantik Leksikal. Jakarta: Rineka Cipta

Peirce, Charles Sanders. 1991. Peirce of Signes: Writings on Semiotic. North Carolina : UNC Press Books

Pribadi, Indra Arief. 2014. “Populasi kelas menengah Indonesia meningkat tajam”. Antara News. Diakses tanggal 20 Februari 2016.

Ramadhan, Wildan Noor. 2012. “Siapakah Kelas Menengah di Indonesia?” Kompasiana. Diakses tanggal 14 Februari 2016. < http://www.kompasiana.com/kanopi_feui/siapakah-kelas-menengah-di-indonesia_551821aca333117607b66354>

Riley, H. (2001). “Where do meanings come from?” The social semiotic of design, The 2nd European Academy of Design Conference (Stockholm: Swedish Industrial Design Foundation).

Sariayu. “About Us” Diakses tanggal 20 Februari 2016.

Scheuren, Fritz (Ed.). 1997. What is a survey? Alexandria, VA: American Statistical Association.

Scott-Kemmis, Judy. 2014. “Packaging Colors” Diakses pada 5 Februari 2016. < http://www.empower-yourself-with-color-psychology.com/packaging-colors.html>

Sevilla, Consuelo G. et. al (2007). Research Methods. Rex Printing Company. Quezon City

Silayoi, Pinya dan Mark Speece (2004). “Packaging and purchase decisions”. British Food Journal, Vol. 106 No. 8.

Stranger, Melissa. 2012. “How Brands Use The Psychology Of Color To Manipulate You” Strategy – Business Insider. Diakses tanggal 14 Februari 2016. < http://www.businessinsider.com/branding-and-the-psychology-of-color-2012-12?IR=T&r=US&IR=T>

Sugiyono. 2012. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta: Bandung.

Tornetta, Sarah, Tess Fox dan Jordan Blackbird (2009). “Color sells: How the psychology of color influences consumers”. University of Delaware, h. 02.

S., Shivsharan U., Raut E.S. dan Shaikh Z.M (2014). “Packaging of Cosmetics”. Journal od Pharmaceutical and Scientific Innovation, h. 287.

Unilever. “Citra” Diakses tanggal 20 -Februari 2016.

Viva Cosmetics. “Korporat” Diakses tanggal 20 Februari 2016.

Weatherchem Corporation (2007). “Women’s Influence on Packaging”. White Paper, h. 02.

Yule, George. 2001. The Study of Language: Fourth Edition. New York: Cambridge University Press

Zion Research Analysis (2015). “Personal Care Packaging (Flexible Packaging, Rigid Plastics, Paper, Glass, Metal and Others) Market for Skin Care, Hair Care, Bath & Shower, Cosmetics and Other Applications: Global Industry Perspective, Comprehensive Analysis