Visual Newness Value of Craft Products for Indonesian Public

Abstract

Market mechanism demands “newness” as a predicate to be embedded on any product to be offered on the market. The contextuality of the “newness” calls for a study of how consumers respond to a product that offers such newness. In any craft products, the value of newness is often in conflict with the unique characteristics shaped by tradition, making newness harder to achieve. This study comprises a phenomenological analysis towards consumer appreciation of the value of newness in craft products. The study is conducted through surveying public appreciation towards randomly chosen craft product. The analysis that follows is based on the conclusion collected from questionnaires, a formalistic analysis of the craft products, and the resulting phenomenon based on the profiles of the respondents.

Keywords: newness, craft, formalistic.