<![CDATA[Packaging Design and It’s Provocation: Semiotic Approach. The design war happening on packaging at minimarket shelves indicates the growing competition among products within the same category. This phenomenon is supported by changes in consumer behavior, where people are No. longer loyal to a single brand and instead use multiple brands–an idea referenced in the book How Brands Grow by Byron Sharp. As a result, brand owners are compelled to compete within the same product category. This war occurs directly when consumers see the packaging designs for the first tim eon the display racks of minimarkets located near their homes. This research is using a semiotic approach that will examine what kind of packaging design is more likely to attract the attention of target consumers–specifically for candy–ultimately leading them to purchase the product after seeing the packaging bag in the minimarkets they usually visit. This study will investigate how symbols, colors, shapes and text on packaging influence the delivery of message and shape the consumers perceptions. The research method used is qualitative analysis of several candy packaging samples that available in Indonesian minimarket, and will be validated by a quantitative survei data. The results show that identifying distinctive visual assets in candy packaging design increases visual appeal and strengthens the brand’s position in facing competition within the same product category, thereby enhancing consumer attention and purchase interest. These findings can help candy manufacturers develop more standout, communicative packaging strategies to win the snack industry competition–particularly the candy segment in Indonesia.]]>
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