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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.
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MOTTO
Menuju tak terbatas dan melampauinya
- Buzz Light Year -
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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 3.2 Produk Bluable ............................................................................................ 39
Gambar 3.3 Produk Bluable ............................................................................................ 39
Gambar 3.4 Produk Bluable ............................................................................................ 40
Gambar 3.5 Produk Bluable ............................................................................................ 40
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 3.11 Produk Malooyy ........................................................................................ 46
Gambar 3.12 Produk Malooyy ........................................................................................ 47
Gambar 3.13 Produk Malooyy ........................................................................................ 47
Gambar 3.14 Produk Malooyy ........................................................................................ 48
Gambar 3.15 Produk Malooyy ........................................................................................ 48
Gambar 3.16 Logo Maloonyy ......................................................................................... 49
Gambar 3.17 Produk Phantasien ..................................................................................... 50
Gambar 3.18 Produk Phantasien ..................................................................................... 51
Gambar 3.19 Produk Phantasien ..................................................................................... 51
Gambar 3.20 Produk Phantasien ..................................................................................... 52
Gambar 3.21 Produk Phantasien ..................................................................................... 52
Gambar 3.22 Logo Phantasien ........................................................................................ 52
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Gambar 4.1 Produk Bluable ............................................................................................ 71
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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
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