By Rosedelina Mustapha
Packaging design or the food taste? Which one would you prefer to choose first when purchasing a food product? Some consumers are more attracts with the surface design of the packaging itself. Be it in the shape of the packaging, the size of it, the materials used to protect the product, the print technique and the overall design sense. Let’s focus on the surface design in Malaysian food packaging which integrates with culture in preserving the heritage of the states that affects the business.
The surface design and the culture
Food packaging is not just for practical purposes, it also plays a key role in branding and incorporates cultural stories to enhance consumers’ sensory experience. In Malaysia, food packaging design illustrates a blend of heritage and contemporary elements, reflecting the country’s diverse cultural influences and rich culinary traditions.
Malaysia is rich with cultures – Malay, Chinese, Indian, and the indigenous people of Sabah and Sarawak. From traditional motifs with vibrant colours, to a modern approach of the designs and techniques, all has contributed to crafting designs that appeal to Malaysian consumers. Giving examples of food products from the west coast of Malaysia, Penang and Malacca; the historical buildings, the old transportation like the trishaw, the traditional costumes and the famous landmarks, all are integrating within the culture. These could create a sense of belonging to the people of the states. Both local and international tourists will get exposure and glimpse of Malaysian culture and enhancing brand awareness globally. Moving to Kelantan and Terengganu on the east coast region of Malaysia, they preserve by implementing the images of batik motifs and the traditional games such as kite and top spinning. Similar approaches in delving into a fascinating Borneo Island, the Sabah and Sarawak, exhibits unique cuisine that are packed creatively in packaging. Portraying the diverse ethnicities through the traditional motifs, the art and craft works, the traditional musical instruments and the famous landmarks, are combine as one way to preserve their long history of the cultures.
Food packaging design that embodies a consumer’s culture can seem like a tribute to their identities. It is crucial that the information conveyed through images and text is accurate, current, and easy to understand. Graphic Designers or Packaging Designers must have a deeper knowledge of the culture when putting up the ideas. Companies do understand that this relationship goes further than just surface level. Consumers tend to look for brands that resonate with their values and identities. By meaningfully integrating cultural elements, the Malaysian food brands could demonstrate the understanding and appreciation of their consumers’ heritage. This approach fosters lifetime loyalty to the local food products.
Economic and Global Impacts of Design Choices
Effective packaging does not only appear appealing; it narrates a story of the culture to influence buyers in a competitive market. Packaging that resonates with the culture of a specific region can improve customer loyalty and brand presence. Malaysian businesses are increasingly recognizing packaging design as a valuable investment, understanding the effectiveness and culturally appropriate design can lead to higher sales. Companies focusing on foreign markets are slowly integrating traditional Malaysian patterns with modern and simple styles to appeal to international clients.
Malaysian food brands with packaging inspired by culture can set themselves apart on the global market, as these designs attract interest and tell a story about the product’s origins. For instance, the black and white pepper products which are widely planted in Sarawak has increasingly popular among consumers globally. The packaging design should merge traditional and modern minimalist aesthetics to increase the product’s appeal and introduce Malaysia’s product to the global market. The current packaging displayed motifs design, craft works, traditional musical instruments and famous landmarks. The use of earth tones that blends with the aroma of the images creates a modern style, that tempts one to savour the taste.
Future Opportunities for Creative Packaging
In the vibrant world of Malaysian food packaging, design choices go beyond appearance to tie into culture, consumer loyalty, and business strategy. Sometimes, having great ideas in creating culturally relevant images isn’t sufficient to spur sales. To further improve, Designers may consider exploring the images in creative photography styles or an illustration technique. Having creative concepts could lead to innovative outcomes of the food packaging surface designs itself.
Is it worth purchasing Malaysian food products that embody cultural identity? It is valuable even if they are expensive. Integrating technology such as QR codes on the packaging label can deepen consumer loyalty. Information provided through scanning it with a smartphone secures consumers’ perceptions of the food products. Businesses acknowledge that culturally relevant packaging provides lasting advantages while implementing digital engagement. For Malaysian brands, adopting this approach has demonstrated its effectiveness in building consumer loyalty while enhancing brand equity.
Blending Culture and Business
At the intersection of design, culture, and business, Malaysian food packaging exemplifies the art of visual storytelling. By integrating cultural heritage with modern innovation, businesses can forge deeper connections with consumers and extend their reach locally and globally. In an increasingly interconnected world, culturally inspired packaging offers more than visual appeal—it provides a strategic edge. It underscores that true entrepreneurship goes beyond selling products; it’s about crafting experiences that align with identity and tradition.
Looking ahead, designers, entrepreneurs, and businesses must work together to push creative boundaries while honoring cultural authenticity. The potential to safeguard heritage, foster brand loyalty, and drive economic growth is significant. The key question remains: are businesses ready to embrace packaging as a cultural ambassador?
● By Rosedelina Mustapha, School of Design and Arts, Faculty of Business, Design and Arts, Swinburne University of Technology Sarawak Campus
The views expressed here are those of the writer and do not necessarily represent the views of the Sarawak Tribune.
