Peranan Labeling Desain Kemasan pada UMKM dengan Model Tipografi Ramah Lingkungan Terhadap Ketahanan Pangan

Abstract

Product packaging in an increasingly competitive market not only serves as protection, but also as a critical medium of communication and differentiation, especially for Micro, Small, and Medium Enterprises (MSMEs). Modern consumers are becoming increasingly environmentally conscious, driving demand for sustainable products. Labelling on packaging that conveys environmentally friendly values is one of the determining factors in purchasing decisions. Typography, as the primary visual element in labelling, plays a vital role in conveying this message effectively and authentically. This study aims to analyse the strategic role of packaging design and labelling, with a focus on the selection of typography models, in building an environmentally friendly perception of MSME products. In addition, this study also aims to identify typography characteristics that can influence consumer perceptions of a product's sustainability. This study uses a qualitative method with a case study approach on several SMEs that promote environmentally friendly values. Data collection techniques were carried out through in-depth interviews with SME actors and packaging designers, observations of existing packaging designs, and closed questionnaires to consumers to measure perceptions of various typography samples on packaging labels. The results show that the selection of the appropriate typography model on packaging labels plays a significant role in shaping an environmentally friendly brand image. Typography with organic, handmade, simple (minimalist) characters and fonts inspired by nature (such as clean sans-serif or elegant serif) proved to be more effective in communicating sustainability values than typography that looks modern, industrial, or luxurious. Labelling that combines this typography with substantive information about environmentally friendly materials and processes increases product credibility and appeal to consumers.