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Ahmad Tamrin Sikumbang
Universitas Islam Negeri Sumatera Utara
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Journal : perspektif

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Interpretation of Cigarette Wrap Design and Smoker Response from the Perspective of Visual Communication Muhammad Ridholi; Ahmad Tamrin Sikumbang
PERSPEKTIF Vol. 15 No. 3 (2026): PERSPEKTIF Juli
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/perspektif.v15i3.17916

Abstract

Cigarette packaging has evolved beyond its protective function into a strategic medium of visual communication that conveys symbolic messages through colors, typography, logos, and other visual elements. This study aims to analyze smokers’ interpretations of cigarette wrapper designs and examine their responses from the perspective of visual communication. A qualitative approach with a narrative design was employed. The research was conducted at Cafe Masa Moeda, Medan, involving ten active smokers who regularly consumed Marlboro Filter Black and Sampoerna A Mild cigarettes. Data were collected through structured interviews, direct observations, and visual documentation, and analyzed using data reduction, data display, and conclusion drawing supported by triangulation techniques. The findings reveal that smokers construct different meanings from the visual elements of cigarette packaging. Marlboro Filter Black is predominantly interpreted as representing masculinity, firmness, elegance, and premium quality through its dominant black color, whereas Sampoerna A Mild is perceived as clean, modern, light, and relaxed through its white-red color combination. Smokers’ responses are reflected in cognitive, affective, and conative dimensions. While the packaging effectively enhances brand recognition and evokes emotional impressions, its influence on purchasing behavior remains limited, as taste, habitual consumption, and personal preferences are more decisive factors. The study concludes that cigarette wrapper design functions as an effective medium of visual communication in shaping brand image and social identity, although it has limited capacity to influence smoking behavior directly.
Co-Authors Abdul Aziz Abdullah Abdullah Abdullah Abrar Adhani Ahmad Sujai Tanjung Ainatul Hasanah Tanjung Amin Sitorus, M.Darul Anang Anas Azhar Andini Nur Bahri Angga Prayuda Angga Prayuda Anisa Rambe Ardika Mandala Putra Ari Oldwin Sitorus Arifin, Darul Aritonang, Idris Aulia Rahman Aulia Rahman Aulia, Fadlan Azzahra, Zakiya BADRUL HELMI Batubara, Jihan Afri Br. Sitorus, Dahlia Safutri Chandra Halim Lubis Cut Syamsidar Dahlan, Sabili Desi Amelia, Desi Dina Anzani Effiati Juliana Hasibuan Efi Brata Madya, Efi Brata Erwan Efendi Ezra Muharrifah Fadli, Ajril Faradilla, Ayu Farhan Indra Fauzi Wirahyuda Fitri Meliya Sari Gea, Adela Frianjani Genny Gustina Sari Ginting, Abdul Fikri Hadana, Dina Hadrah, Hadrah Hakiki, Fitri Halim Idul Rahman Harahap, Suheri Hasan Sazali Hasibuan, Hamdi Maulana Hasibuan, Muhtadiah Idawati Idawati Imam El Islamy Imam Saputra Indra, Farhan Ismandianto Junaidi, Junaidi Khafita Aini Khafita Khalizah, Siti Khatibah Khatibah Kholil, Syukur Lahmuddin Lahmuddin Lahmuddin Lubis Liza Nuarida Ulfah Br Barus Lubis, Putri Rahmadhani M Yoserizal Saragih M. Darul Amin Sitorus Mahendra, Ihza Manita Rahma Hasibuan Mardianto, Mardianto Melisa Afriani Nst Metha Wardiyah Miranti, Safira Putri Muhammad Azwar Muhammad Hambali, Muhammad Muhammad Ichsan Muhammad Ichsan Muhammad Ridholi Muhammad Wahyu Muktarruddin Muktaruddin Muktaruddin Mulia Pohan, Baginda Munardi, Benny Naad, Darul Najwa El-Khoir Hasibuan Nasution, Anggun Dwi Nanda Nawaf, Azmi Novry Rivaldy Nurlia Sartika Ritonga P, Indira Fatra Deni Rahmayani, Cindy Rahmi Fitra Ulwani Siahaan Rahmi Fiutra Ulwani Rendi Prayuda Riauan, Muhd Ar. Imam Ritonga, Elfi Yanti Ritonga, Fitri Aisyah Ritonga, Irham Rivaldy, Novry Romadona, Syahrul Roy Rayyan Manandha Ginting Rubino Rubino rubino, rubino Rudi Salam Sabri Salim, Desi Ayu Fitria Salman Salman Salman Salsabila Raudatun Samosir, Hasrat Efendi Sarkawi, Sarkawi Sarmila Haerani Siregar Shofiyyah Sinta Ayu Kusuma Wardhani Sintya, Dina Ika Siregar, Amran Pikal Siregar, Unnaisah Khairani Siregar, Yudi Andhika Siti Nurhaliza Suci Ramadhani, Suci Suwarno, Ridho Syafrizaldi, Syafrizaldi Syukur Kholil Taufik Wal Hidayat Tengku Walisyah Tessa Shasrini Triwulan, Dewi Ulfa, Azzahra Winda Kustiawan Yuna, Tamita Fatwana Zaein, Achyar Zainun Zainun Zainun, Zainun