PERANCANGAN VIDEO TEASER SEBAGAI PENGUAT BRAND … · 2020. 1. 27. · PERANCANGAN VIDEO TEASER...

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PENGANTAR KARYA

TUGAS AKHIR

PERANCANGAN VIDEO TEASER SEBAGAI

PENGUAT BRAND IDENTITY BLUABLE SCARF

Disusun Guna Melengkapi dan Memenuhi Persyaratan

Mencapai Gelar Sarjana Seni Rupa

Program Studi Desain Komunikasi Visual

Disusuh oleh:

Ghea Retno Angginny

C0713021

PROGRAM STUDI DESAIN KOMUNIKASI

VISUAL FAKULTAS SENI RUPA DAN

DESAIN UNIVERSITAS SEBELAS MARET

SURAKARTA

2017

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PERSEMBAHAN

Karya ini penulis persembahkan kepada :

Keluarga tersayang, sahabat terkasih, teman-teman tersayang.

Juga tentu saja kamu yang membaca.

vi

MOTTO

Menuju tak terbatas dan melampauinya

- Buzz Light Year -

vii

KATA PENGANTAR

Puji syukur penulis panjatkan kepada Allah SWT yang telah memberikan

limpahan rakhmat, ketekunan dan kesabaran, sehingga penulis dapat

menyelesaikan Karya Tugas Akhir ini meskupun dengan berbagai hambatan yang

ada. Denagn bantuan pembimbing, serta arahan dan bantuan dari berbagai pihak,

maka Tugas Akhir dengan judul PERANCANGAN VIDEO TEASER GUNA

MEMPERKUAT BRAND IDENTITY BLUABLE SCARF ini dapat terselesaikan

dengan baik dan tepat waktu. Untuk itu penulis ingin menyampaikan rasa terima

kasih kepada:

1. Drs. Ahmad Addib, M.Hum, Ph.D selakau DekanFakultas Seni Rupa dan

Desain Universitas Sebelas Maret.

2. Dr. Deny Tri Ardianto, S.Sn, Dpl.Art selaku Ketua Program Studi S1

Desain Komunikasi Visual sekaligus selaku pembimbing 2 yang telah

memberikan waktu, bimbingan, arahan, dan kritik yang membangun

dalam pengerjaan Tugas Akhir ini.

3. Dr. Putut H Pramono, M.Si selaku pembimbing 1 yang telah memberikan

waktu, bimbingan, arahan, dan kritik yang membangun dalam pengerjaan

Tugas Akhir ini.

4. Seluruh Dosen dan Karyawan Fakultas Seni Rupa dan Desain Universitas

Sebelas Maret Surakarta, khususnya S1 Desain Komunikasi Visual

5. Jeihan Raissa selaku narasumber dan CEO Bluable.

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DAFTAR ISI

HALAMAN SAMPUL ................................................................................................ i

LEMBAR PERSETUJUAN ...................................................................................... ii

HALAMAN PENGESAHAN ................................................................................... iii

HALAMAN ORISINALITAS TUGAS AKHIR .................................................... iv

HALAMAN PERSEMBAHAN ................................................................................. v

HALAMAN MOTTO ................................................................................................ vi

KATA PENGANTAR .............................................................................................. vii

DAFTAR ISI .............................................................................................................. ix

DAFTAR GRAFIK ................................................................................................. xiii

DAFTAR GAMBAR ............................................................................................... xiv

DAFTAR TABEL .................................................................................................... xvi

DAFTAR BAGAN .................................................................................................. xvii

DAFTAR LAMPIRAN ......................................................................................... xviii

ABSTRAK ................................................................................................................ xix

ABSTACT .................................................................................................................. xx

BAB I PENDAHULUAN ........................................................................................... 1

A. Latar belakang ....................................................................................................... 1

B. Rumusan Masalah ................................................................................................. 3

C. Tujuan dan Manfaat Perancangan ......................................................................... 4

1. Tujuan Perancangan ....................................................................................... 4

2. Manfaat Perancangan ..................................................................................... 4

D. Kerangka Pemikiran dan Metode Penelitian ......................................................... 4

1. Kerangka Pemikiran ....................................................................................... 4

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2. Metode Penelitian ........................................................................................... 5

BAB II KAJIAN TEORI ........................................................................................... 9

A. Perancangan .......................................................................................................... 9

1. Unsur-unsur Perancangan .............................................................................. 9

2. Prinsip Kerja Desain..................................................................................... 13

B. Media AudioVisual ............................................................................................. 15

1. Media Audio Visual ..................................................................................... 15

2. Bentuk Media Audio Visual ......................................................................... 16

C. Brand Identity ...................................................................................................... 17

1. Brand ........................................................................................................... 17

2. Identity ......................................................................................................... 20

3. Brand Identity .............................................................................................. 21

D. Promosi ................................................................................................................ 27

1. Bauran promosi ............................................................................................ 29

2. Tujuan Promosi ............................................................................................ 34

BAB III IDENTIFIKASI DATA ............................................................................. 36

A. Bluable ................................................................................................................ 36

1. Visi Misi ....................................................................................................... 37

2. Struktur Organisasi ....................................................................................... 38

B. Data Produk ......................................................................................................... 38

C. Data Konsumen ................................................................................................... 41

D. Data Pemasaran ................................................................................................... 41

E. Data Promosi ....................................................................................................... 42

F. Target Market ...................................................................................................... 43

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G. Kompetitor .......................................................................................................... 44

1. Maloonyy Scarf ............................................................................................ 44

2. Phantasien..................................................................................................... 49

H. Analisis SWOT ................................................................................................... 53

BAB IV KONSEP PERANCANGAN ..................................................................... 55

A. Metode Perancangan ........................................................................................... 55

B. Konsep Kreatif .................................................................................................... 57

1. Target Audience ........................................................................................... 58

2. Unique Selling Proposition (USP) ............................................................... 72

3. Positioning ................................................................................................... 73

4. Gaya Visual .................................................................................................. 73

C. Konsep Perancangan ........................................................................................... 74

1. Verbal ........................................................................................................... 74

2. Non-Verbal ................................................................................................... 76

D. Target Karya ........................................................................................................ 91

1. Media Utama ................................................................................................ 91

2. Media Pendukung ......................................................................................... 92

E. Teknik Pelaksanaan ............................................................................................. 94

1. Visualisasi Karya.......................................................................................... 94

2. Perancangan Media ...................................................................................... 95

F. Perencanaan Biaya .............................................................................................. 95

1. Media Utama ................................................................................................ 95

2. Media Pendukung ......................................................................................... 95

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BAB V VISUALISASI KARYA .................................................................................. 97

A. Media Utama ....................................................................................................... 97

1. Youtube Ads ................................................................................................. 97

2. #colorfulholiday ......................................................................................... 100

3. #styledwithbluable ..................................................................................... 104

B. Media Pendukung ............................................................................................. 108

1. Stationary ................................................................................................... 109

2. Hangtag ...................................................................................................... 111

3. Label Produk .............................................................................................. 112

4. X-Banner .................................................................................................... 113

5. Web Banner ................................................................................................ 114

6. Kemasan ..................................................................................................... 116

7. Paperbag .................................................................................................... 117

8. Akun Media Sosial ..................................................................................... 118

9. Stiker........................................................................................................... 120

BAB VI PENUTUP ..................................................................................................... 121

A. Kesimpulan ....................................................................................................... 121

B. Saran .................................................................................................................. 122

DAFTAR PUSTAKA

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DAFTAR GRAFIK

Grafik 4.1 Hasil Survei Domisili Responden ...................................................................... 59

Grafik 4.2 Hasil Survei Pekerjaan Responden .................................................................... 60

Grafik 4.3 Hasil Survei Usia Responden ............................................................................ 60

Grafik 4.4 Hasil Survei Tentang Pengetahuan Responden Tentang Scarf...................... 61

Grafik 4.5 Hasil Survei Pengetahuan Responden Tentang Fungsi Scarf ........................ 62

Grafik 4.6 Hasil Survei Tentang Kepemilikan Scarf Oleh Responden .......................... 62

Grafik 4.7 Hasil Survei Tentang Penggunaan Scarf Oleh Responden ............................ 63

Grafik 4.8 Hasil Survei Tentang Faktor yang Menjadi Pertimbangan

Responden dalam Membeli Scarf .................................................................. 64

Grafik 4.9 Hasil Survei Tentang Responden Mengikuti Tren Fashion atau

Tidak ............................................................................................................. 64

Grafik 4.10 Hasil Survei Tentang Besaran Budget untuk Membeli Item Fashion ......... 65

Grafik 4.11 Hasil Survei Tentang Pengalokasian Budget Khusus Membeli Item

Fashion ........................................................................................................ 66

Grafik 4.12 Hasil Survei Tentang Kegemaran Belanja Online Responden .................... 67

Grafik 4.13 Hasil Survei Tentang Transaksi Online yang Dilakukan

Responden Dalam Jangka Waktu Sebulan .................................................. 67

Grafik 4.14 Hasil Survei Tentang Skema Warna yang Disukai Responden ................... 68

Grafik 4.15 Hasil Survei Tentang Famili Huruf yang Disukai Responden .................... 69

Grafik 4.16 Hasil Survei Tentang Media Andalan Responden Untuk Mendapatkan

Informasi Tentang Fashion ......................................................................... 70

Grafik 4.17 Hasil Survei Tentang Pendapat Responden Terhadap Produk Bluable ....... 71

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DAFTAR GAMBAR

Gambar 3.1 Produk Bluable ............................................................................................ 38





Gambar 3.6 Akun Instagram Bluable.............................................................................. 42

Gambar 3.7 Sign Mark Bluable ....................................................................................... 43

Gambar 3.8 Sign Mark Bluable ....................................................................................... 43

Gambar 3.9 Produk Malooyy .......................................................................................... 45

Gambar 3.10 Produk Malooyy ........................................................................................ 46






Gambar 3.16 Logo Maloonyy ......................................................................................... 49

Gambar 3.17 Produk Phantasien ..................................................................................... 50





Gambar 3.22 Logo Phantasien ........................................................................................ 52

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DAFTAR TABEL

Tabel 2.1 Respon Psikologis Yang Ditimbulkan Tiap Warna ........................................ 12

Tabel 3.1 Analisis SWOT ............................................................................................... 53

Tabel 4.1 Storyboard #colorfulholiday ........................................................................... 86

Tabel 4.2 Storyboard #styledwithbluable ....................................................................... 89

Tabel 5.1 Visualisasi Video Youtube Ads ...................................................................... 96

Tabel 5.2 Visualisasi Video #colorfulholiday ................................................................. 99

Tabel 5.3 Visualisasi Video #styledwithbluable ........................................................... 103

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DAFTAR BAGAN

Bagan 1.1 Kerangka Pemikiran ...................................................................................... 4

Bagan 2.1 Promotional Mix .......................................................................................... 28

Bagan 3.1 Struktur Organisasi Bluable ........................................................................ 38

Bagan 4.1 Kerangka Pemikiran Perancangan Brand Identity Bluable Scarf ................ 56

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DAFTAR LAMPIRAN

Gambar 1 Angket Perancangan Brand Identity Bluable Scarf

Gambar 2 Stationary

Gambar 3 Hangtag

Gambar 4 Kemasan

Gambar 5 Paperbag

Gambar 6 Stiker

Gambar 7 X-Banner

Gambar 8 Sosial Media

Gambar 9 Youtube Ads

Lembar konsultasi

Lembar konsultasi revisi setelah ujian Tugas Akhir

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Perancangan Video Teaser Guna Memperkuat

Brand Identity Bluable Scarf

Ghea Retno Angginny1 Drs. Putut Handoko Pramono, M.Si.2 Dr. Deny Tri Ardianto, S.Sn, Dpl.Art3

ABSTRAKSI

Ghea Rento Angginny, 2017. Pengantar karya Tugas Akhir ini berjudul

“Perancangan Video Teaser Guna Memperkuat Brand Identity Bluable Scarf”.

Adapun tujuan dari perancangan ini yang adalah: (1) Merancang identitas visual

yang tepat dan efektif untuk brand Bluable (2) Merancang media promosi yang

tepat dan efektif untuk Bluable agar lebih dikenal masyarakat. Penelitian ini

menggunakan metode penelitian kualitatif deskriptif. Subjek penelitian dalam

perancangan ini adalah Bluable. Teknik pengumpulan data yang digunakan yaitu

melalui wawancara, observasi, pengkajian dokumen, kuesioner. Data yang

diperoleh kemudian dianalisa berdasarkan kekuatan, kelemahan, peluang, dan

ancamannya. Hasil analisa data kemudian dijadikan rujukan untuk menentukan

strategi perancangan identitas Bluable yang meliputi strategi kereatif, pemilihan

gaya visual, dan pemilihan media promosi.

Kesimpulan yang dapat diambil dari perancangan ini adalah: (1) Identitas

brand Bluable yang jelas dapat mengangkat citra, dan membangun brand

awareness masyarakat terhadap eksistensi Bluable (2) Pemilihan media promosi

terbagi menjadi media utama dan media pendukung, yang mana keduanya dapat

saling mendukung guna memperkenalkan identitas Bluable pada masyarakat.

1 Mahasiswa Prodi S1 Desain Komunikasi Visual Fakultas Seni Rupa dan Desain Universitas Sebelas Maret Surakarta. NIM: C0713021 2 Dosen Pembimbing I 3 Dosen Pembimbing II

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Perancangan Video Teaser Guna Memperkuat

Brand Identity Bluable Scarf

Ghea Retno Angginny1 Drs. Putut Handoko Pramono, M.Si.2 Dr. Deny Tri Ardianto, S.Sn, Dpl.Art3

ABSTRACT

This introduction work of The Final Project titled, "Designing Teaser

Video In Order to Strengthen Brand Identity Bluable Scarf." There are another

purposes of this design, which are : (1) Designing the appropriate and effective

visual identity for Bluable Brand. (2) Designing the appropriate and effective

promotion media to gain more recognition from society. This research use

qualitative descriptive method. The subject of this research is Bluable. The

approach to collect data that used are from interview, observation, document

studies, questionnaire. The data that retrieved later analyzed based on its strength,

weakness, chance and its threat. The results of the data then used as reference to

decide the designing strategy Bluable identity that covers creative strategy,

selecting visual styles, and selecting promotion media.

The conclusion that can be taken from this works are : (1) Bluable brand

identity that clearly can lift the image and developing the society brand awareness

towards Bluable existension. (2) Selection of promotion media divided into main

media and supporting media, the two of them can support each other in order to

promote Bluable identity to society.

1 Student of Visual Communication Desaign, Fine Art and Desaign Faculty, Sebelas Maret University. Student Number: C0713021 2 The First Lecturer 3 The Second Lecturer

PERANCANGAN VIDEO TEASER SEBAGAI PENGUAT BRAND … · 2020. 1. 27. · PERANCANGAN VIDEO TEASER...

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