Perception on Colour and Typography Used in Local Sarawak Packaging

Abstract

Colour and typography play a pivotal role in packaging design by capturing attention, reflecting brand identity, and conveying essential product information. These elements exert a stronger visual influence than many other factors, as they evoke emotions and shape consumer perceptions. Strategic application of colour and typography ensures product visibility, enhances brand recognition, and effectively communicates marketing messages, thereby influencing purchasing decisions. Prioritising these elements in packaging is vital for establishing brand presence and achieving market success. Although packaging design is becoming increasingly important in competitive markets, many local Sarawak products have yet to reflect this trend. This study evaluates consumer responses to newly designed packaging that focuses on typographic and colour elements for local Sarawak products. A qualitative approach was employed, using interviews to gain participant insights on ideal typefaces and colour schemes. These findings were validated through direct responses regarding design effectiveness. Incorporating indigenous colour palettes and typographic styles rooted in Sarawak's cultural and natural heritage can effectively express authenticity and product origin.

Keywords: Colour, Local Sarawak Packaging, Packaging, Sarawak Product, Typography