ANALYSIS OF THE DEVELOPMENT AND VISUAL SEMIOTICS OF UHT ULTRA MILK DRINK PRODUCT PACKAGING

Fitra Al Hafidz; Rahul Anandya Prasetya; Fuji Anugrah, Aliyah

doi:10.61992/jiem.v8i2.434

Fitra Al Hafidz
Rahul Anandya Prasetya Universitas Muhammadiyah Tangerang
Fuji Anugrah, Aliyah Universitas Muhammadiyah Tangerang

DOI: https://doi.org/10.61992/jiem.v8i2.434

Keywords: Ultra Milk, Semiotics, Packaging Design, Visual Elements

Abstract

The beverage industry is one of the fastest growing industries today, therefore packaging is one of the things that a company needs to pay attention to in communicating its products. This study examines the development of packaging design for UHT Ultra Milk products since the 1970s. Ultra Milk is produced by PT Ultrajaya which has been established since 1971. Currently, PT Ultrajaya has many other products that are well known to the public in Indonesia and abroad. This study was conducted to study how the development of packaging design and visual semiotics of UHT Ultra Milk packaging adapts to the times. This study uses a descriptive qualitative method and Roland Barthes' semiotic approach as data analysis that includes three levels of reading: denotation, connotation, and myth. Throughout the journey of the Ultra Milk product, there have been several changes in packaging design, but some visual elements are maintained and become the characteristics of a product. The results of the study show the importance of consistent visual elements in forming a product identity. This research is expected to contribute to industry players in communicating their products.

References

Ariiq, A. A. I., & Asidigisianti, S. P. (2021). ANALISIS ELEMEN VISUAL. Jurnal Barik, 2(3), 188–200. https://ejournal.unesa.ac.id/index.php/JDKV
Barthes, R. (1972). Roland Barthes MYTHOLOGIES.
Caruso, W., Romaniuk, J., Page, B., William, Z., Saeed, R., & Williams, J. (2026). Journal of Retailing and Consumer Services The packaging redesign modernisation dilemma : The relationship with familiarity , likeability , and its effect on purchase intent. Journal of Retailing and Consumer Services, 92(November 2025), 104800. https://doi.org/10.1016/j.jretconser.2026.104800
Chandler, D. (2022). Chandler, D. (2022). Semiotics: The Basics (4th ed.).
Erlyana, Y. (2022). Analisis semiotika ornamen pada kemasan produk lokal minuman herbavera. Demandia, 07(01), 45–62.
Erlyana, Y., Winnie, & Veronica. (2023). Desain Layout Buku Tipografi untuk Kemasan dengan Metode Design Thinking. Jurnal Bahasa Rupa, 06(03), 191–200.
Moleong, L. J. (2018). Metodologi Penelitian Kualitatif. PT Remaja Rosdakarya, Bandung.
Pramesti, R. D., Anggarini, A., Salma, L., Rizky, K., Grafika, T., Grafis, D., Jakarta, P. N., & Depok, K. (2023). Pengaruh Penggunaan Warna Pada Desain Kemasan Makanan Khas Daerah Terhadap Persepsi Konsumen. SNIV: SEMINAR NASIONAL INOVASI VOKASI, 2(1), 174–180.
Prasetyo, M. E., Everlyn, S., & Yunita. (2023). Analisis Semiotika pada Produk Kemasan Kaleng Kopi “ Starbucks BPJS .” Jurnal Desain Komunikasi Visual Nirmana, 23(2), 106–112. https://doi.org/10.9744/nirmana.23.2.106-112
Rimbawan, A., Adi, I. K., Wijaya, P., Sumadewa, I. N. Y., Nyoman, N., & Suryani, D. (2024). Re-branding Identitas Visual dalam Desain Kemasan Amenities Hospitality untuk Memperkuat Citra Merek. JURNAL SASAK:DESAIN VISUAL DAN KOMUNIKASI, 6(1), 244–257.