Tinjauan Komunikasi Visual Desain Kemasan Cokelat Lung Anai Sebagai Identitas Kalimantan Timur

Mulu, Kezya Febe Carolinda (2026) Tinjauan Komunikasi Visual Desain Kemasan Cokelat Lung Anai Sebagai Identitas Kalimantan Timur. Sekolah Tinggi Seni Rupa dan Desain Visi Indonesia.

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Abstract

This study examines the visual communication of Cokelat Lung Anai packaging, a chocolate product from Loa Kulu, Kutai Kartanegara, to show how it represents East Kalimantan's culture. Using adescriptive qualitative method through the Visual Grammarframework of Kress & van Leeuwen (2006), this research analyzesrepresentational, interactive, and compositional meaning across fivechocolate variants. Color is the dominant interactive element distinguishing each variant: yellow (Cheese Chocolate) and black(Dark Chocolate) intersect with Dayak Kenyah symbolic meaning, while purple (Illipe Butter Chocolate), cream, and brown followglobal chocolate industry conventions associated with premiumimpressions rather than local color symbolism. Representationally, all variants depict flavor-related ingredients, and Illipe ButterChocolate stands out through its use of tengkawang, an ingredient historically significant to the Dayak community, giving it thestrongest indirect link to local identity despite itscommercially-driven color choice. Cultural identity is otherwiserepresented only through a single background motif, Ungeng, whichis compositionally weak due to low visual salience. The packagingstrongly builds product identity through its interactive andcompositional dimensions, but representation of East Kalimantan'scultural identity remains limited.

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