THE SYMBOLIC AESTHETIC OF PACKAGING DESIGN

Packaging design not only serves as the container of product, but also is assigned as the message sending media. Indirect communication through packaging design media is the producer’s way of delivering message to the audience. The message delivered through the symbols related to product in packaging design closed with the audience’s social-cultural condition. The packaging design is the human’s work taking into account the market’s aesthetics through the symbols related to product and target audience. The presence of symbolic esthetics in packaging design, such as “Madurasa product” is the communication strategy from message sender (producer) to the audience (consumer) in order that the message is received well.