Perancangan Media Promosi “Karanganyar Tea Festival” di Karanganyar melalui Desain Komunikasi Visual Halaman Awal
perpustakaan.uns.ac.id
digilib.uns.ac.id
PENGANTAR KARYA TUGAS AKHIR
PERANCANGAN MEDIA PROMOSI
“KARANGANYAR TEA FESTIVAL”
DI KARANGANYAR
MELALUI DESAIN KOMUNIKASI VISUAL
Diajukan Untuk Menempuh Ujian Tugas Akhir
Guna Mencapai Gelar Ahli Madya Dalam
Bidang Desain Komunikasi Visual
Oleh :
MUFLIH FAUZI AKBAR
C9511053
PROGRAM STUDI DIII DESAIN KOMUNIKASI VISUAL
FAKULTAS SASTRA DAN SENI RUPA
UNIVERSITAS SEBELAS MARET
SURAKARTA
2015
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
“Berusahalah untuk tidak menjadi manusia yang berhasil tapi berusahalah menjadi
manusia yang berguna.”
iv
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Karya Tugas Akhir ini penulis persembahkan
kepada orang tua dan adik yang tercinta,
serta teman-teman sekalian
v
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Dengan memanjatkan puji syukur kehadirat Allah SWT atas segala anugerah,
rahmat dan hidayah-Nya, sehingga penulis dapat menyelesaikan tugas akhir yang
berjudul
”PERANCANGAN
FESTIVAL”
DI
PROMOSI
“KARANGANYAR
MELALUI
DESAIN
MEDIA
KARANGANYAR
TEA
KOMUNIKASI
VISUAL”. Tugas akhir ini disusun guna memenuhi syarat dalam meraih gelar Ahli
Madya Diploma III Jurusan Desain Komunikasi Visual, Fakultas Sastra dan Seni
Rupa, Universitas Sebelas Maret Surakarta.
Pada kesempatan ini, dengan segenap kerendahan hati penulis ingin
mengucapkan terima kasih yang sebesar-besarnya kepada;
1.
Drs. Riyadi Santosa, M.Ed., Ph.D. selaku Dekan Fakultas Sastra dan Seni Rupa
Universitas Sebelas Maret Surakarta.
2.
Drs. Ahmad Adib, M.Hum., Ph.D. selaku Ketua Program Studi Diploma II
Desain Komunikasi Visual beserta dosen dan segenap karyawan.
3.
Drs. Putut Handoko Pramono, M.Si. selaku Pembimbing I atas segala
kemudahan waktu dalam setiap konsultasi dan bimbingan selama penulis
mengerjakan tugas akhir.
4.
Nidyah Widyamurti, S.Sn., M.Ikom. selaku Pembimbing II yang telah
meluangkan waktu dan pikiran dalam memberikan arahan serta bimbingannya
kepada penulis selama ini.
vi
commit to user
perpustakaan.uns.ac.id
5.
digilib.uns.ac.id
PT. Rumpun Sari Kemuning yang sudah memberikan informasi-informasi
penting mengenai seputar teh di Kemuning.
6.
Seluruh Staff Tata Usaha dan segenap karyawan D3 Desain Komunikasi Visual
atas segala kemudahannya dalam setiap pengurusan dan administrasi.
7.
Seluruh teman-teman di Diploma III Desain Komunikasi Visual yang tidak dapat
penulis sebutkan satu per satu, namun keberadaan kalian menjadikan penulis
merasa bersemangat dan termotivasi untuk menyelesaikan perkuliahan ini
dengan baik.
Semoga semua bantuan dan dukungan dari semua pihak yang selama ini
membantu dalam terlaksananya Tugas Akhir ini mendapat imbalan yang setimpal
dari Allah SWT. Dalam penyusunan Tugas Akhir ini, penulis menyadari bahwa
masih banyak kekurangan, penulis mohon maaf apabila ada kesalahan dalam
penulisan maupun dari segi tatabahasanya. Untuk itu penulis mengharapkan kritik
dan saran yang membangun dari para pembaca.
Surakarta, 19 Januari 2015
Penulis
vii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
HALAMAN JUDUL ....................................................................................
i
LEMBAR PERSETUJUAN ........................................................................
ii
LEMBAR PENGESAHAN .........................................................................
iii
MOTTO ........................................................................................................
iv
HALAMAN PERSEMBAHAN...................................................................
v
KATA PENGANTAR ..................................................................................
vi
DAFTAR ISI .................................................................................................
viii
DAFTAR GAMBAR ....................................................................................
xiii
BAB I
BAB II
PENDAHULUAN ......................................................................
1
A. Latar Belakang .....................................................................
1
B. Rumusan Masalah ................................................................
4
C. Tujuan Perancangan .............................................................
5
IDENTIFIKASI DATA.............................................................
6
A. Situasi ...................................................................................
6
1.
Karanganyar ..................................................................
6
2.
Perkebunan Teh Kemuning...........................................
8
a. Letak Geografis dan Administratif ........................
10
b. Keadaan Tanah, Topografi dan Iklim ....................
10
c. Luas Areal Perkebunan ..........................................
11
d. Keadaan Tanaman dan Produksi ............................
12
3.
Teh ................................................................................
12
4.
Perusahaan Teh di Karanganyar ...................................
15
viii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
a. PT. Rumpun Sari Kemuning ..................................
15
b. PT. Gunung Subur .................................................
18
5. Rancangan Kegiatan .....................................................
20
B. Target ...................................................................................
21
1.
Target Audience ............................................................
21
a. Segmen Demografi ................................................
21
b. Segmen Geografis ..................................................
21
c. Segmen Psikografis ................................................
21
Target Kerjasama ..........................................................
21
a. Perusahaan Teh ......................................................
21
b. Dinas/Pemerintah ...................................................
22
C. Komparasi ............................................................................
22
1. West Java Tea Festival ...................................................
22
2. Festival Ngargoyoso 2013..............................................
25
3. Festival Durian Karanganyar .........................................
25
4. Festival Reog Karanganyar ............................................
26
KONSEP PERANCANGAN ....................................................
28
A. Konsep Perancangan ............................................................
28
B. Metode Perancangan ............................................................
29
2.
BAB III
1.
Analisis Objek Perancangan .........................................
29
2.
Brainstorming ...............................................................
30
3.
Rough Design ................................................................
31
4.
Comprehensive Design .................................................
31
5.
Final Design..................................................................
31
C. Teknis Perancangan .............................................................
32
1. Strategi Visual Secara Umum .......................................
32
2. Strategi Visual Verbal ...................................................
33
a. Headline .................................................................
33
ix
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
b. Body Copy ..............................................................
33
c. Baseline ..................................................................
34
3. Strategi Visual Non Verbal ...........................................
34
a. Tata Letak (layout) .................................................
34
b. Ilustrasi ...................................................................
35
c. Tipografi ................................................................
36
d. Warna .....................................................................
37
e. Logo .......................................................................
38
1) Dasar Bentuk...................................................
41
2) Nilai Visual Logo ............................................
41
3) Font (Huruf) ....................................................
42
4) Warna ..............................................................
42
5) Konfigurasi .....................................................
43
6) Grid .................................................................
44
7) Clear Area.......................................................
44
8) Skala................................................................
45
9) Konfigurasi Warna ..........................................
46
10) Aplikasi Penggunaan Logo .............................
47
D. Teknik Pelaksanaan..............................................................
50
1. Media Digital ................................................................
50
a. Website ..................................................................
50
b. Fans Page Facebook..............................................
51
c. Twitter ....................................................................
51
d. Instagram................................................................
52
2. Media Cetak ..................................................................
52
a. Iklan Koran ............................................................
52
b. Flyer .......................................................................
53
c. Poster......................................................................
53
d. T-Shirt ....................................................................
54
x
commit to user
perpustakaan.uns.ac.id
BAB IV
digilib.uns.ac.id
e. Topi ........................................................................
54
3. Media Outdoor ..............................................................
55
a. Baliho .....................................................................
55
b. Bilboard..................................................................
55
c. Street Banner..........................................................
56
d. Spanduk..................................................................
56
e. Sign Board .............................................................
56
4. Media Indoor .................................................................
57
a. X-Banner ................................................................
57
5. Media Visual Merchandise ...........................................
58
a. Pin ..........................................................................
58
b. Tote Bag .................................................................
58
c. Kemasan Teh .........................................................
59
d. Stiker ......................................................................
59
VISUALISASI KARYA ............................................................
60
A. Media Digital .......................................................................
60
1. Website..........................................................................
60
2. Fans Page Facebook.....................................................
61
3. Twitter ...........................................................................
62
4. Instagram .......................................................................
63
B. Media Cetak .........................................................................
64
1. Iklan Koran ...................................................................
64
2. Flyer ..............................................................................
65
3. Poster .............................................................................
66
4. T-Shirt ...........................................................................
67
5. Topi ...............................................................................
68
C. Media Outdoor .....................................................................
69
1. Baliho ............................................................................
69
xi
commit to user
perpustakaan.uns.ac.id
BAB V
digilib.uns.ac.id
2. Bilboard .........................................................................
70
3. Street Banner .................................................................
71
4. Spanduk .........................................................................
72
5. Sign Board.....................................................................
73
D. Media Indoor ........................................................................
74
1. X-Banner .......................................................................
74
E. Media Visual Merchandise ..................................................
75
1. Pin .................................................................................
75
2. Tote Bag ........................................................................
76
3. Kemasan Teh.................................................................
77
4. Stiker .............................................................................
78
PENUTUP ..................................................................................
79
A. Kesimpulan ..........................................................................
79
B. Saran.....................................................................................
80
DAFTAR PUSTAKA
LAMPIRAN
xii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Gambar 1.1 Perkebunan teh kemuning ..........................................................
9
Gambar 2.1 Pintu Masuk dan Stand “West Java Tea Festival” .....................
23
Gambar 2.2 Acara hiburan musik angklung “West Java Tea Festival” .........
24
Gambar 2.3 Salah satu peserta “West Java Tea Festival” ..............................
24
Gambar 2.4 Tarian di event “Festival Ngargoyoso” ...........................................
25
Gambar 2.5 Media promosi“Festival Ngargoyoso” .......................................
25
Gambar 2.6 Media promosi “Festival Durian Karanganyar” ...........................
26
Gambar 2.7 Penjurian lomba durian terbaik “Festival Durian
Karanganyar” .............................................................................
26
Gambar 2.8 Tarian warog “Festival Reog Karanganyar” ..............................
27
xiii
commit to user
digilib.uns.ac.id
PENGANTAR KARYA TUGAS AKHIR
PERANCANGAN MEDIA PROMOSI
“KARANGANYAR TEA FESTIVAL”
DI KARANGANYAR
MELALUI DESAIN KOMUNIKASI VISUAL
Diajukan Untuk Menempuh Ujian Tugas Akhir
Guna Mencapai Gelar Ahli Madya Dalam
Bidang Desain Komunikasi Visual
Oleh :
MUFLIH FAUZI AKBAR
C9511053
PROGRAM STUDI DIII DESAIN KOMUNIKASI VISUAL
FAKULTAS SASTRA DAN SENI RUPA
UNIVERSITAS SEBELAS MARET
SURAKARTA
2015
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
“Berusahalah untuk tidak menjadi manusia yang berhasil tapi berusahalah menjadi
manusia yang berguna.”
iv
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Karya Tugas Akhir ini penulis persembahkan
kepada orang tua dan adik yang tercinta,
serta teman-teman sekalian
v
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Dengan memanjatkan puji syukur kehadirat Allah SWT atas segala anugerah,
rahmat dan hidayah-Nya, sehingga penulis dapat menyelesaikan tugas akhir yang
berjudul
”PERANCANGAN
FESTIVAL”
DI
PROMOSI
“KARANGANYAR
MELALUI
DESAIN
MEDIA
KARANGANYAR
TEA
KOMUNIKASI
VISUAL”. Tugas akhir ini disusun guna memenuhi syarat dalam meraih gelar Ahli
Madya Diploma III Jurusan Desain Komunikasi Visual, Fakultas Sastra dan Seni
Rupa, Universitas Sebelas Maret Surakarta.
Pada kesempatan ini, dengan segenap kerendahan hati penulis ingin
mengucapkan terima kasih yang sebesar-besarnya kepada;
1.
Drs. Riyadi Santosa, M.Ed., Ph.D. selaku Dekan Fakultas Sastra dan Seni Rupa
Universitas Sebelas Maret Surakarta.
2.
Drs. Ahmad Adib, M.Hum., Ph.D. selaku Ketua Program Studi Diploma II
Desain Komunikasi Visual beserta dosen dan segenap karyawan.
3.
Drs. Putut Handoko Pramono, M.Si. selaku Pembimbing I atas segala
kemudahan waktu dalam setiap konsultasi dan bimbingan selama penulis
mengerjakan tugas akhir.
4.
Nidyah Widyamurti, S.Sn., M.Ikom. selaku Pembimbing II yang telah
meluangkan waktu dan pikiran dalam memberikan arahan serta bimbingannya
kepada penulis selama ini.
vi
commit to user
perpustakaan.uns.ac.id
5.
digilib.uns.ac.id
PT. Rumpun Sari Kemuning yang sudah memberikan informasi-informasi
penting mengenai seputar teh di Kemuning.
6.
Seluruh Staff Tata Usaha dan segenap karyawan D3 Desain Komunikasi Visual
atas segala kemudahannya dalam setiap pengurusan dan administrasi.
7.
Seluruh teman-teman di Diploma III Desain Komunikasi Visual yang tidak dapat
penulis sebutkan satu per satu, namun keberadaan kalian menjadikan penulis
merasa bersemangat dan termotivasi untuk menyelesaikan perkuliahan ini
dengan baik.
Semoga semua bantuan dan dukungan dari semua pihak yang selama ini
membantu dalam terlaksananya Tugas Akhir ini mendapat imbalan yang setimpal
dari Allah SWT. Dalam penyusunan Tugas Akhir ini, penulis menyadari bahwa
masih banyak kekurangan, penulis mohon maaf apabila ada kesalahan dalam
penulisan maupun dari segi tatabahasanya. Untuk itu penulis mengharapkan kritik
dan saran yang membangun dari para pembaca.
Surakarta, 19 Januari 2015
Penulis
vii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
HALAMAN JUDUL ....................................................................................
i
LEMBAR PERSETUJUAN ........................................................................
ii
LEMBAR PENGESAHAN .........................................................................
iii
MOTTO ........................................................................................................
iv
HALAMAN PERSEMBAHAN...................................................................
v
KATA PENGANTAR ..................................................................................
vi
DAFTAR ISI .................................................................................................
viii
DAFTAR GAMBAR ....................................................................................
xiii
BAB I
BAB II
PENDAHULUAN ......................................................................
1
A. Latar Belakang .....................................................................
1
B. Rumusan Masalah ................................................................
4
C. Tujuan Perancangan .............................................................
5
IDENTIFIKASI DATA.............................................................
6
A. Situasi ...................................................................................
6
1.
Karanganyar ..................................................................
6
2.
Perkebunan Teh Kemuning...........................................
8
a. Letak Geografis dan Administratif ........................
10
b. Keadaan Tanah, Topografi dan Iklim ....................
10
c. Luas Areal Perkebunan ..........................................
11
d. Keadaan Tanaman dan Produksi ............................
12
3.
Teh ................................................................................
12
4.
Perusahaan Teh di Karanganyar ...................................
15
viii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
a. PT. Rumpun Sari Kemuning ..................................
15
b. PT. Gunung Subur .................................................
18
5. Rancangan Kegiatan .....................................................
20
B. Target ...................................................................................
21
1.
Target Audience ............................................................
21
a. Segmen Demografi ................................................
21
b. Segmen Geografis ..................................................
21
c. Segmen Psikografis ................................................
21
Target Kerjasama ..........................................................
21
a. Perusahaan Teh ......................................................
21
b. Dinas/Pemerintah ...................................................
22
C. Komparasi ............................................................................
22
1. West Java Tea Festival ...................................................
22
2. Festival Ngargoyoso 2013..............................................
25
3. Festival Durian Karanganyar .........................................
25
4. Festival Reog Karanganyar ............................................
26
KONSEP PERANCANGAN ....................................................
28
A. Konsep Perancangan ............................................................
28
B. Metode Perancangan ............................................................
29
2.
BAB III
1.
Analisis Objek Perancangan .........................................
29
2.
Brainstorming ...............................................................
30
3.
Rough Design ................................................................
31
4.
Comprehensive Design .................................................
31
5.
Final Design..................................................................
31
C. Teknis Perancangan .............................................................
32
1. Strategi Visual Secara Umum .......................................
32
2. Strategi Visual Verbal ...................................................
33
a. Headline .................................................................
33
ix
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
b. Body Copy ..............................................................
33
c. Baseline ..................................................................
34
3. Strategi Visual Non Verbal ...........................................
34
a. Tata Letak (layout) .................................................
34
b. Ilustrasi ...................................................................
35
c. Tipografi ................................................................
36
d. Warna .....................................................................
37
e. Logo .......................................................................
38
1) Dasar Bentuk...................................................
41
2) Nilai Visual Logo ............................................
41
3) Font (Huruf) ....................................................
42
4) Warna ..............................................................
42
5) Konfigurasi .....................................................
43
6) Grid .................................................................
44
7) Clear Area.......................................................
44
8) Skala................................................................
45
9) Konfigurasi Warna ..........................................
46
10) Aplikasi Penggunaan Logo .............................
47
D. Teknik Pelaksanaan..............................................................
50
1. Media Digital ................................................................
50
a. Website ..................................................................
50
b. Fans Page Facebook..............................................
51
c. Twitter ....................................................................
51
d. Instagram................................................................
52
2. Media Cetak ..................................................................
52
a. Iklan Koran ............................................................
52
b. Flyer .......................................................................
53
c. Poster......................................................................
53
d. T-Shirt ....................................................................
54
x
commit to user
perpustakaan.uns.ac.id
BAB IV
digilib.uns.ac.id
e. Topi ........................................................................
54
3. Media Outdoor ..............................................................
55
a. Baliho .....................................................................
55
b. Bilboard..................................................................
55
c. Street Banner..........................................................
56
d. Spanduk..................................................................
56
e. Sign Board .............................................................
56
4. Media Indoor .................................................................
57
a. X-Banner ................................................................
57
5. Media Visual Merchandise ...........................................
58
a. Pin ..........................................................................
58
b. Tote Bag .................................................................
58
c. Kemasan Teh .........................................................
59
d. Stiker ......................................................................
59
VISUALISASI KARYA ............................................................
60
A. Media Digital .......................................................................
60
1. Website..........................................................................
60
2. Fans Page Facebook.....................................................
61
3. Twitter ...........................................................................
62
4. Instagram .......................................................................
63
B. Media Cetak .........................................................................
64
1. Iklan Koran ...................................................................
64
2. Flyer ..............................................................................
65
3. Poster .............................................................................
66
4. T-Shirt ...........................................................................
67
5. Topi ...............................................................................
68
C. Media Outdoor .....................................................................
69
1. Baliho ............................................................................
69
xi
commit to user
perpustakaan.uns.ac.id
BAB V
digilib.uns.ac.id
2. Bilboard .........................................................................
70
3. Street Banner .................................................................
71
4. Spanduk .........................................................................
72
5. Sign Board.....................................................................
73
D. Media Indoor ........................................................................
74
1. X-Banner .......................................................................
74
E. Media Visual Merchandise ..................................................
75
1. Pin .................................................................................
75
2. Tote Bag ........................................................................
76
3. Kemasan Teh.................................................................
77
4. Stiker .............................................................................
78
PENUTUP ..................................................................................
79
A. Kesimpulan ..........................................................................
79
B. Saran.....................................................................................
80
DAFTAR PUSTAKA
LAMPIRAN
xii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Gambar 1.1 Perkebunan teh kemuning ..........................................................
9
Gambar 2.1 Pintu Masuk dan Stand “West Java Tea Festival” .....................
23
Gambar 2.2 Acara hiburan musik angklung “West Java Tea Festival” .........
24
Gambar 2.3 Salah satu peserta “West Java Tea Festival” ..............................
24
Gambar 2.4 Tarian di event “Festival Ngargoyoso” ...........................................
25
Gambar 2.5 Media promosi“Festival Ngargoyoso” .......................................
25
Gambar 2.6 Media promosi “Festival Durian Karanganyar” ...........................
26
Gambar 2.7 Penjurian lomba durian terbaik “Festival Durian
Karanganyar” .............................................................................
26
Gambar 2.8 Tarian warog “Festival Reog Karanganyar” ..............................
27
xiii
commit to user