Analisis cara kerja bahasa pada konsep facelift Avanza-Xenia melalui pendekatan struktur visual

Wildan Aulia


In the context of design diversification, exploring forms to optimize product operations is no longer sufficient. One of the goals of design diversification is to emphasize meaning that goes beyond just the function of a product. This provides an understanding of how the product communicates with users. Design development aims at how design can communicate and persuade. Therefore, communication is related to the language system. This paper aims to analyze how the language system works which applies equally to product design. In this context, the product acts as text. The product sample selected in this study is the second-generation Avanza-Xenia car based on the consideration that the car is one of the cars that has a facelift concept with many variants. The study uses a visual structure approach. The analysis is carried out by extracting the structural elements of the car into the main elements and supporting elements, then matching them to the text structure. The results of the study show that providing multiple design variants on supporting elements of the car is the same as using alternative words to emphasize meaning


linguistic system; visual structure; shape; product design; communication

Full Text:



Alcaide-Marzal, J., Diego-Mas, J. A., Acosta-Zazueta, G. (2020). A 3D shape generative method for aesthetic product design. Design Studies (66),144-176.

Aulia, W. & Widodo, H. (2021). Pengembangan desain E-Bike ITSB model 2.0. untuk kendaraan patroli keamanan kawasan terpadu. Productum: Jurnal Desain Produk, 4 (2), 101-108.

Aqeel, A. B., (2015). Development of visual aspect of Porsche brand using CAD technology. The International Design Technology Conference, DesTech2015, 29th of June – 1st of July 2015, Geelong, Australia, 170-177.

Bluntzer, J. B., Ostrosi, E., Sagot, J. C. (2014). Car styling: a CAD approach to identify, extract and interpret characteristic Lines. 24th CIRP Design Conference, 258-263.

Calabrese, G. (2011). Structure and transformation of the Italian car styling supply chain. International Journal of Vehicle Design (57), 212-229.

Dontsov A.I., Drozdova A.V., Gritskov Y.V. (2013). Visual culture and personality psychological security. Procedia - Social and Behavioral Sciences (86), 70-75. Diakses 6 Juni 2022.

Hyun, K. H., Lee, J., Kim. M., Cho, S. (2015). Style synthesis and analysis of car designs for style quantification based on product appearance similarities. Advanced Engineering Informatics (29), 483–494.

Johnson, J. (2021). We seek and use visual structure. Designing with the Mind in Mind (Third Edition) Simple Guide to Understanding User Interface Design Guidelines, 31-41.

Lukita, L., Syarief, A., Riyadi, S., Sriwarno, A. B. (2021). Studi persepsi visual perempuan pengendara terhadap desain sepeda motor skuter matik di Indonesia. Productum: Jurnal Desain Produk, 4 (1), 67-76.

Kötkürk, G. V. (2013). A theoretical overview of the language of visual sociology. Procedia - Social and Behavioral Sciences (70), 1200-1203.

Mirzoeff, N. (1999). An introduction to visual culture. London: Routledge.

Norman, D. (2004a). Emotional design. New York: Basic Book.

Norman, D. (2010b). Why design education must change? Posted by Don Norman, comment (92) 26 Nov 2010, data diperoleh melalui situs internet Diunduh pada tanggal 23 Oktober 2021.

Pasaribu, Y. M. (2014). Paradigma desain mobil keluarga berbasis inovasi di Indonesia. Disertasi doktoral. Bandung: ITB.

Saussure, F. (1959). Course in general linguistics. New York: Columbia University Press.

Syarief, A., Sari, N., Amelia, A. (2021). Understanding the role of visuals in commercial website interaction on smartphone display. Productum: Jurnal Desain Produk, 4 (2), 95-100.

Watanabe, M., Michida, N., Kishi, A., Nishikawa, K. (2019). Global structures of automotive interiors revealed by algorithms of the visual brain. Design Studies (62), 100-128


Article Metrics

Abstract view : 98 times
PDF - 42 times


  • There are currently no refbacks.

p-ISSN 2477-7900  |  e-ISSN 2579-7328

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Like & Follow Us