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Abstrak Kemasan produk saat ini harus dapat memenuhi kebutuhan konsumen dengan persepsi berbeda-beda. Desain afektif untuk kemasan produk diperlukan untuk mengetahui respon atau emosi konsumen tehadap produk tersebut. Tujuan dari penelitian adalah mengidentifikasi kebutuhan afektif konsumen untuk desain kemasan produk household care ramah lingkungan, mengidentifkasi elemen desain yang relevan dengan kemasan produk, dan mengembangkan desain afektif kemasan produk berdasarkan elemen desain dan kebutuhan afektif konsumen. Metode yang digunakan yaitu Algoritma Relief untuk menentukan elemen desain relevan berdasarkan tingkat kepentingan dan Association Rule Mining (ARM) untuk merumuskan desain kemasan yang efektif. Hasil dari penelitian ini berupa sepuluh elemen kemasan terpenting menurut persepsi konsumen (bentuk badan, volume isi, letak brand, bahan kemasan, warna tulisan brand, fungsi kemasan, ukuran huruf, gambar tema, warna badan, serta rasio panjang dan lebar kemasan). Sampel kemasan diklasifikasikan berdasarkan sepuluh elemen desain tersebut dan tipenya pada setiap elemen. Metode ARM menghasilkan sepuluh aturan teratas dari hubungan antar elemen desain dengan persepsi konsumen. Sepuluh aturan tersebut dapat digunakan sebagai pedoman dalam mengem-bangkan desain kemasan produk. Kata kunci: Association Rules Mining, desain afektif, elemen desain, Relief Abstract Product packaging nowadays must be able to fulfill the needs of consumers with different perceptions. Affective design for household care product packaging is required to determine consumer responses or emotions for the product. This research aims to identify the consumer needs for design product packaging, identify the relevant design elements to the product packaging, and develop the affective design of packaging based on design elements and consumer needs. The methods used were Relief Algorithm to extract the essential design elements and resulted in the most essential element and Association Rule Mining (ARM) to formulate an affective design of household care packaging in PT XY. These research results are the ten essential packaging elements according to consumer perceptions (body shape, content volume, brand position, packaging material, brand writing color, packaging function, font size, theme image, body-color, and width to length ratio). The packaging sample classified based on the ten design elements and the type for each element. ARM resulted in the top ten rules based on the relation between design elements and consumer perceptions. PT XY can use it for guidelines in developing effective product packaging design. Keywords: affective design, Association Rules Mining, design element, Relief

Desain Afektif Kemasan Produk Household Care Berbahan Baku Serat Selulosa pada PT XY