Priviet Social Sciences Journal

Visual element analysis in the packaging design of the Ataraksia Horror Series perfume using Gillian Rose's visual approach

by M. Widyan Ardani , Akbar Seknun
Vol. 6 No. 1 (2026): January 2026

Abstract

This study analyzes the visual elements of the Ataraksia Series Horor perfume packaging design, specifically the Peri Gandhamayit and Sanggar Hantu Laut variants, using Gillian Rose's framework of visual analysis (composition, modality, codes, and regime of truth). This qualitative approach aims to understand how elements such as dark colors, sharp serif typography, surreal illustrations, and symmetrical layouts interact to form a horror aesthetic, influence consumer perception, and build a strong brand identity. Primary data were collected through photographic documentation of the packaging and were analyzed descriptively and interpretively. The findings reveal that composition and modality create distorted visual horror narratives. Code analysis uncovers inspirations from local mythology (site of production) and the emotional responses of a gothic niche audience (site of audiencing). The regime of truth reinforces the brand's claim as a mystical cultural artifact that transcends mere fragrance. These findings offer theoretical implications for visual semiotics and practical implications for perfume design strategies.

References

  1. Aulia, W. (2022). Analisis cara kerja bahasa pada konsep facelift Avanza-Xenia melalui pendekatan struktur visual. PRODUCTUM Jurnal Desain Produk (Pengetahuan Dan Perancangan Produk), 5(2), 107. https://doi.org/10.24821/productum.v5i2.7196
  2. Listya, A. (2018). Konsep dan Pengunaan Warna dalam Infografis. Deleted Journal, 6(1), 10. https://doi.org/10.30998/jurnaldesain.v6i01.2837
  3. Lubis, M. (2023). Perancangan Kemasan Kacang Sihobuk di UMKM Horas Menggunakan Metode Kansei Engineering. Universitas Medan Area. https://repositori.uma.ac.id/jspui/handle/123456789/22079
  4. Maduri, N. (2021). Pengembangan Desain Kemasan Produk Jamu UMKM Berdasarkan Preferensi Konsumen Menggunakan Metode Kansei Engineering. https://repository.pnj.ac.id/id/eprint/3078/
  5. Nugraheni, B. H. (2023). Unsur Mise-En-Scene Budaya Jawa dalam Film Horor. Deskovi Art and Design Journal, 6(1), 107. https://doi.org/10.51804/deskovi.v6i1.10289
  6. Prameswari, N. S., Haq, M. D., Gunadi, G., & Widagdo, P. B. (2021). Strategi Pembentukan Citra Produk UKM melalui Perancangan Desain Kemasan Stick Snack “Sabilla Djaya.” Citradirga Jurnal Desain Komunikasi Visual Dan Intermedia, 3(1), 1. https://doi.org/10.33479/cd.v3i01.357
  7. Rose, G. (2016). Visual methodologies: An introduction to the interpretation of visual materials. Sage Publications.
  8. Sari, W. P., & Irena, L. (2022). Komunikasi Visual melalui Foto Produk untuk Meningkatkan Nilai Jual Produk UMKM. Jurnal Bakti Masyarakat Indonesia, 4(3). https://doi.org/10.24912/jbmi.v4i3.13271
  9. Shen, C. C. (2014). A Study on Introduced Visual Design Elements Applied to the Product Packaging Design. Applied Mechanics and Materials, 2630. https://doi.org/10.4028/www.scientific.net/amm.496-500.2630
  10. Srivastava, P., Ramakanth, D., Akhila, K., & Gaikwad, K. K. (2022). Package design as a branding tool in the cosmetic industry: consumers’ perception vs. reality (Review of Package design as a branding tool in the cosmetic industry: consumers’ perception vs. reality). SN Business & Economics, 2(6). Springer Nature. https://doi.org/10.1007/s43546-022-00222-5
  11. Triyadi, A. (2021). Desain Kemasan Bolu Susu Lembang sebagai Upaya Meningkatkan Promosi Kuliner Bandung. Wacadesain, 2(1), 16. https://doi.org/10.51977/wacadesain.v2i1.508
  12. Velykytė, G. (2023). Creativity in Distinctive Brand Assets. Creativity Studies, 16(2), 384. https://doi.org/10.3846/cs.2023.19035
  13. Vyas, H. V., & Bhuvanesh, V. (2015). Packaging Design Elements and Users Perception: A Context in Fashion Branding and Communication. Journal of Applied Packaging Research, 72), 95. https://doi.org/10.14448/japr.04.0005