Developing the Concept of Emotion for Rendang Packaging Design Using Kansei Engineering

Rendang is one of Indonesia's iconic foods. Rendang products are so popular that they are exported to foreign countries. To support product competitiveness, packaging plays a vital role. The packaging development process that involves the emotional feelings of consumers is crucial. Packaging can be optimized in design if it matches the emotional priorities of consumer preferences. So that the impression of the packaging can represent consumers’ emotional needs. One method that focuses on and proves effective in interpreting emotional feelings is Kansei Engineering. This method can interpret consumer emotional feelings into packaging design concepts. This research aims to determine packaging design concepts based on consumers’ emotional feeling preferences. The method used in extracting emotional feelings (Kansei words) is Term Frequency-Inverse Document Frequency (TF-IDF), while the concept determination method uses Principal Component Analysis (PCA). The results showed that 90.4% of consumers agreed to develop rendang packaging for Mutiara Kitchen UMKM. Emotional feeling in the form of consumer Kansei obtained 15 words with the highest value weight is practical, simple, and usable. The visual design insight on the packaging is the presence of a typical Padang icon with dominant black and red colors and packaging can image savory and spicy products. The packaging design concept resulting from the PCA method obtained two main components forming the concept, the first concept “Practical-Conventional” and the second concept “Luxury-Not Suitable”. The determination of this concept is based on a variance value that exceeds 1, and a cumulative proportion value that exceeds 80%, namely PC 1 and PC 2 on each positive axis “Practical-Luxury”.