Indonesia’s beauty industry continues to experience rapid expansion. The market reached an estimated value of USD 7.5 billion in 2024, while local brands captured approximately 35 percent of the market. This growth has largely been driven by Generation Z, which has become one of the country’s largest and most influential consumer groups. Despite these opportunities, many local beauty brands struggle to survive, with a significant number failing within their first two years because they cannot effectively differentiate themselves at the point of sale, where purchasing decisions are often made within seconds.
According to Tasya Amanda Harahap and her co-authors, packaging has evolved beyond its traditional function of protecting products. Today, it serves as a powerful visual communication tool capable of attracting attention, expressing brand identity, and influencing consumers' purchasing decisions almost instantly. Visual components such as color, package shape, typography, and logo placement all contribute to determining whether a product stands out among competing brands on retail shelves.
The authors explain that previous studies have generally examined packaging elements separately. However, the effectiveness of packaging actually depends on how these visual elements work together as an integrated design system. They also note that relatively few studies have explored how Generation Z characteristics and cultural identity influence packaging effectiveness, particularly in Indonesia’s local beauty market. To address this gap, the researchers developed a comprehensive framework that integrates packaging design, brand visibility, cultural identity, and purchase intention into a single conceptual model.
The article proposes a mixed-methods research approach combining expert interviews, focus group discussions with Generation Z consumers, and survey data analyzed using Structural Equation Modeling (SEM). This research design is intended to provide a deeper understanding of consumer responses to packaging elements while empirically examining the relationships among the proposed variables.
Within the proposed framework, color is expected to become one of the most influential packaging elements because it is processed by consumers more quickly than other visual cues. Color not only shapes perceptions of product quality but also communicates brand personality. In the Indonesian context, incorporating color palettes inspired by local cultural heritage may strengthen authenticity while helping local beauty brands distinguish themselves from international competitors.
Package shape is also considered a critical factor in attracting consumer attention. Distinctive shapes are believed to improve visual recognition and make products easier to remember. Nevertheless, the researchers emphasize that innovative packaging should remain functional and convenient. Excessively unconventional designs may confuse consumers and reduce purchase intention. For Generation Z, minimalist aesthetics, environmentally friendly packaging, and visually appealing designs suitable for social media sharing are becoming increasingly important characteristics.
Typography and logo placement are equally significant in strengthening brand visibility. Clear and readable typography enables consumers to understand product information quickly, while strategic logo placement increases brand recognition in competitive retail environments. The study suggests that achieving a balance between modern aesthetics and readability is essential for creating packaging that is both attractive and informative.
One of the study’s central ideas is the importance of integrating cultural identity into packaging design. Rather than using cultural symbols excessively, the authors argue that traditional motifs, colors, typography, and other visual elements can be incorporated in subtle and contemporary ways that reflect Indonesian heritage. Such an approach is expected to create emotional connections with consumers, foster pride in local products, and provide a distinctive competitive advantage that is difficult for global brands to replicate.
The research also positions brand visibility as the primary link between packaging design and purchase intention. The more easily consumers recognize a brand through its packaging, the greater the likelihood that they will choose the product. For emerging local beauty brands seeking to build market recognition, effective packaging design can become one of the most valuable marketing tools without relying entirely on large-scale advertising campaigns.
Through this study, Tasya Amanda Harahap, Muhammad Dharma Tuah Putra Nasution, and Fadli conclude that the success of local beauty products depends not only on product quality but also on the packaging's ability to create a strong first impression. Combining modern visual design with cultural identity and Generation Z preferences offers a promising strategy for improving brand visibility, strengthening emotional engagement, and increasing consumers' willingness to purchase local beauty products in an increasingly competitive market.
Author Profile
Tasya Amanda Harahap – Universitas Sumatera Utara.
Muhammad Dharma Tuah Putra Nasution – Universitas Sumatera Utara.
Fadli – Universitas Sumatera Utara.
Source
Article Title: Packaging Design and Brand Visibility: Cultural Identity Effects Among Generation Z Consumers
Journal: International Journal of Scientific Multidisciplinary Research (IJSMR), Vol. 4, No. 7, 2026.
DOI: https://doi.org/10.55927/ijsmr.v4i7.90
Journal Link: https://journalijsmr.my.id/index.php/ijsmr
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