PENGANTAR KARYA TUGAS AKHIR - Perancangan Video Taeser Guna Memperkuat Brand Identity Bluable Scarf - UNS Institutional Repository

  

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

  

VISUAL FAKULTAS SENI RUPA DAN

DESAIN UNIVERSITAS SEBELAS MARET

SURAKARTA

2017

  PERSEMBAHAN Karya ini penulis persembahkan kepada :

Keluarga tersayang, sahabat terkasih, teman-teman tersayang.

Juga tentu saja kamu yang membaca.

  

MOTTO

Menuju tak terbatas dan melampauinya

• - Buzz Light Year -

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.

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

  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

  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

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

DAFTAR GRAFIK

  Grafik 4.1 Hasil Survei Domisili Responden ...................................................................... 59 Grafik 4.2 Hasil Survei Pekerjaan Responden .................................................................... 60

  Hasil Survei Usia Responden

  Grafik 4.3 ............................................................................ 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