Perancangan Media Promosi Factory Outlet ”Teman Dekat Artdorable” Melalui Desain Komunikasi Visual COVER
perpustakaan.uns.ac.id
digilib.uns.ac.id
PENGANTAR KARYA TUGAS AKHIR
PERANCANGAN MEDIA PROMOSI FACTORY OUTLET
”TEMAN DEKAT ARTDORABLE ”
MELALUI DESAIN KOMUNIKASI VISUAL
Diajukan Untuk Menempuh Ujian Tugas Akhir Guna Memenuhi Syarat
dalam Meraih Gelar Ahli Madya Diploma III Desain Komunikasi Visual
Disusun Oleh :
RIZQO FAHLEVI ARROUF
C9511068
PROGRAM STUDI DIII DESAIN KOMUNIKASI VISUAL
FAKULTAS SASTRA DAN SENI RUPA
UNIVERSITAS SEBELAS MARET
SURAKARTA
2014
commit
to user
ii
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
iii
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
commit to user
“Yesterday was the worst day ever, But yesterday not today and tomorrow.”
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Karya Tugas Akhir
ini to
penulis
commit
user persembahkan
kepada orang tua
vi
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 ini dengan tema ”PERANCANGAN MEDIA PROMOSI FACTORY
OUTLET
TEMAN
DEKAT
ARTDORABLE
MELALUI
DESAIN
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.
2.
Drs. Ahmad Adib, M.Hum., Ph.D. selaku Ketua Program Studi Diploma III
Desain Komunikasi Visual beserta dosen dan segenap karyawan.
3.
Anugrah Irfan Ismail, S.Sn. selaku Dosen Pembimbing I yang telah bersedia
meluangkan waktu dan pikiran ditengah-tengah kesibukannya, dalam
memberikan arahan, sharing dan bimbingannya kepada penulis selama ini.
4.
Sigit Ptrnomo Adi, S.Sn, M.Sn. selaku Dosen Pembimbing II atas segala
kemudahan waktu dalam setiap konsultasi dan bimbingan selama penulis
mengerjakan tugas akhir.
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
Akhirnya, penulis menyadari bahwa tanpa dukungan dari semuanya,
Tugas Akhir ini tidak akan pernah selesai. Penulis tidak dapat berbuat banyak
untuk membalas jasa kalian semua, semoga Allah SWT yang akan memberikan
balasannya. Sekali lagi penulis mengucapkan terima kasih.
Surakarta, 30 Oktober 2014
Penulis
commit to user
viii
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
Halaman
HALAMAN JUDUL ................................................................................................. i
HALAMAN PERSETUJUAN ................................................................................. ii
HALAMAN PENGESAHAN ................................................................................... iii
HALAMAN MOTTO ............................................................................................... iv
HALAMAN PERSEMBAHAN ............................................................................... v
KATA PENGANTAR ............................................................................................... vi
DAFTAR ISI .............................................................................................................. viii
DAFTAR GAMBAR ................................................................................................. x
BAB I PENDAHULUAN ......................................................................................... 1
A. Latar Belakang Masalah ...................................................................... 1
B. Perumusan Masalah ............................................................................ 3
C. Tujuan Perancangan ............................................................................ 3
BAB II IDENTIFIKASI DATA .............................................................................. 5
A. Latar Belakang .................................................................................... 5
1. Data Perusahaan ............................................................................. 5
2. Sejarah Perusahaan......................................................................... 4
3. Struktur Organisasi ........................................................................ 6
4. Data Produk.................................................................................... 7
B. Promosi ............................................................................................... 11
C. Unique Selling Proposition (USP) ...................................................... 16
D. Kompetitor .......................................................................................... 17
1. Sak Bahagiamu............................................................................... 17
2. Berak 9420 ..................................................................................... 23
BAB III KONSEP PERANCANGAN .................................................................. 27
A. Metode Perancangan ........................................................................... 27
B. Strategi Kreatif ..................................................................................... 28
commit to user
C. Konsep Perancangan ........................................................................... 30
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
D. Target .................................................................................................. 32
E. Perancangan Media .............................................................................. 34
1. Strategi Visual Secara Umum ....................................................... 34
2. Strategi Visual Verbal ................................................................... 35
3. Strategi Visual Non Verbal ........................................................... 35
BAB IV VISUALISASI KARYA ........................................................................... 61
A. Corporate Identity ............................................................................... 61
1. Signage System .............................................................................. 61
2. Business Stationery ....................................................................... 64
B. Marketing Tools .................................................................................. 76
1. Media Online .................................................................................. 76
2. Media Offline ................................................................................ 78
C. Merchandising ..................................................................................... 82
BAB V PENUTUP .................................................................................................... 88
A. Kesimpulan ......................................................................................... 88
B. Saran .................................................................................................... 89
UCAPAN TERIMA KASIH ................................................................................... 91
DAFTAR PUSTAKA
LAMPIRAN
commit to user
x
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Halaman
Gambar Tabel 1: Struktur Organisasi ....................................................................... 6
Gambar 1: T-shirt ...................................................................................................... 7
Gambar 2: Denim Long Pants .................................................................................. 8
Gambar 3: Denim Jacket ........................................................................................... 8
Gambar 4: Denim Vest .............................................................................................. 9
Gambar 5: Chinoz short pants ................................................................................ 10
Gambar 6: Foto Garage Sale at LAPAK LAPUK #1 ............................................ 11
Gambar 7: Foto Garage Sale at LAPAK LAPUK #1 ............................................ 11
Gambar 8: Endorsement TWCS the working class symphony ............................... 12
Gambar 9: Endorsement TWCS the working class symphony ............................... 13
Gambar 10: Endorsement TWCS the working class symphony ............................. 13
Gambar 11: Voucher ............................................................................................... 14
Gambar 12: Screen capture halaman twitter Teman Dekat Artdorable .................. 15
Gambar 13: Screen capture halaman facebook Teman Dekat Artdorable .............. 15
Gambar 14: Screen capture halaman web Teman Dekat Artdorable ...................... 16
Gambar 15: Logo Sak Bahagiamu .......................................................................... 18
Gambar 16: SAMFEST CLOTHING FESTIVAL .................................................... 19
Gambar 17: Poster event Karang Anyar night jam ................................................. 19
Gambar 18: Screen capture halaman facebook Sakbahagiamu .............................. 20
Gambar 19: Endorsement For Grafity Artist .......................................................... 20
Gambar 20: Tshirt ................................................................................................... 21
Gambar 21: Tank ..................................................................................................... 22
Gambar 22: Totebag ................................................................................................ 22
Gambar 23: Screen capture halaman twitter BERAK9420 .................................... 24
Gambar 24: Logo BERAK9420 .............................................................................. 24
Gambar 25: T-shirt .................................................................................................. 25
Gambar 26: Tshirt ................................................................................................... 25
commit to user
Gambar 27: Hat ....................................................................................................... 26
xi
perpustakaan.uns.ac.id
digilib.uns.ac.id
Gambar 28: Ilustration of Teman Dekat My Darling .............................................. 38
commit to user
xii
digilib.uns.ac.id
PENGANTAR KARYA TUGAS AKHIR
PERANCANGAN MEDIA PROMOSI FACTORY OUTLET
”TEMAN DEKAT ARTDORABLE ”
MELALUI DESAIN KOMUNIKASI VISUAL
Diajukan Untuk Menempuh Ujian Tugas Akhir Guna Memenuhi Syarat
dalam Meraih Gelar Ahli Madya Diploma III Desain Komunikasi Visual
Disusun Oleh :
RIZQO FAHLEVI ARROUF
C9511068
PROGRAM STUDI DIII DESAIN KOMUNIKASI VISUAL
FAKULTAS SASTRA DAN SENI RUPA
UNIVERSITAS SEBELAS MARET
SURAKARTA
2014
commit
to user
ii
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
iii
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
commit to user
“Yesterday was the worst day ever, But yesterday not today and tomorrow.”
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Karya Tugas Akhir
ini to
penulis
commit
user persembahkan
kepada orang tua
vi
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 ini dengan tema ”PERANCANGAN MEDIA PROMOSI FACTORY
OUTLET
TEMAN
DEKAT
ARTDORABLE
MELALUI
DESAIN
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.
2.
Drs. Ahmad Adib, M.Hum., Ph.D. selaku Ketua Program Studi Diploma III
Desain Komunikasi Visual beserta dosen dan segenap karyawan.
3.
Anugrah Irfan Ismail, S.Sn. selaku Dosen Pembimbing I yang telah bersedia
meluangkan waktu dan pikiran ditengah-tengah kesibukannya, dalam
memberikan arahan, sharing dan bimbingannya kepada penulis selama ini.
4.
Sigit Ptrnomo Adi, S.Sn, M.Sn. selaku Dosen Pembimbing II atas segala
kemudahan waktu dalam setiap konsultasi dan bimbingan selama penulis
mengerjakan tugas akhir.
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
Akhirnya, penulis menyadari bahwa tanpa dukungan dari semuanya,
Tugas Akhir ini tidak akan pernah selesai. Penulis tidak dapat berbuat banyak
untuk membalas jasa kalian semua, semoga Allah SWT yang akan memberikan
balasannya. Sekali lagi penulis mengucapkan terima kasih.
Surakarta, 30 Oktober 2014
Penulis
commit to user
viii
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
Halaman
HALAMAN JUDUL ................................................................................................. i
HALAMAN PERSETUJUAN ................................................................................. ii
HALAMAN PENGESAHAN ................................................................................... iii
HALAMAN MOTTO ............................................................................................... iv
HALAMAN PERSEMBAHAN ............................................................................... v
KATA PENGANTAR ............................................................................................... vi
DAFTAR ISI .............................................................................................................. viii
DAFTAR GAMBAR ................................................................................................. x
BAB I PENDAHULUAN ......................................................................................... 1
A. Latar Belakang Masalah ...................................................................... 1
B. Perumusan Masalah ............................................................................ 3
C. Tujuan Perancangan ............................................................................ 3
BAB II IDENTIFIKASI DATA .............................................................................. 5
A. Latar Belakang .................................................................................... 5
1. Data Perusahaan ............................................................................. 5
2. Sejarah Perusahaan......................................................................... 4
3. Struktur Organisasi ........................................................................ 6
4. Data Produk.................................................................................... 7
B. Promosi ............................................................................................... 11
C. Unique Selling Proposition (USP) ...................................................... 16
D. Kompetitor .......................................................................................... 17
1. Sak Bahagiamu............................................................................... 17
2. Berak 9420 ..................................................................................... 23
BAB III KONSEP PERANCANGAN .................................................................. 27
A. Metode Perancangan ........................................................................... 27
B. Strategi Kreatif ..................................................................................... 28
commit to user
C. Konsep Perancangan ........................................................................... 30
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
D. Target .................................................................................................. 32
E. Perancangan Media .............................................................................. 34
1. Strategi Visual Secara Umum ....................................................... 34
2. Strategi Visual Verbal ................................................................... 35
3. Strategi Visual Non Verbal ........................................................... 35
BAB IV VISUALISASI KARYA ........................................................................... 61
A. Corporate Identity ............................................................................... 61
1. Signage System .............................................................................. 61
2. Business Stationery ....................................................................... 64
B. Marketing Tools .................................................................................. 76
1. Media Online .................................................................................. 76
2. Media Offline ................................................................................ 78
C. Merchandising ..................................................................................... 82
BAB V PENUTUP .................................................................................................... 88
A. Kesimpulan ......................................................................................... 88
B. Saran .................................................................................................... 89
UCAPAN TERIMA KASIH ................................................................................... 91
DAFTAR PUSTAKA
LAMPIRAN
commit to user
x
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Halaman
Gambar Tabel 1: Struktur Organisasi ....................................................................... 6
Gambar 1: T-shirt ...................................................................................................... 7
Gambar 2: Denim Long Pants .................................................................................. 8
Gambar 3: Denim Jacket ........................................................................................... 8
Gambar 4: Denim Vest .............................................................................................. 9
Gambar 5: Chinoz short pants ................................................................................ 10
Gambar 6: Foto Garage Sale at LAPAK LAPUK #1 ............................................ 11
Gambar 7: Foto Garage Sale at LAPAK LAPUK #1 ............................................ 11
Gambar 8: Endorsement TWCS the working class symphony ............................... 12
Gambar 9: Endorsement TWCS the working class symphony ............................... 13
Gambar 10: Endorsement TWCS the working class symphony ............................. 13
Gambar 11: Voucher ............................................................................................... 14
Gambar 12: Screen capture halaman twitter Teman Dekat Artdorable .................. 15
Gambar 13: Screen capture halaman facebook Teman Dekat Artdorable .............. 15
Gambar 14: Screen capture halaman web Teman Dekat Artdorable ...................... 16
Gambar 15: Logo Sak Bahagiamu .......................................................................... 18
Gambar 16: SAMFEST CLOTHING FESTIVAL .................................................... 19
Gambar 17: Poster event Karang Anyar night jam ................................................. 19
Gambar 18: Screen capture halaman facebook Sakbahagiamu .............................. 20
Gambar 19: Endorsement For Grafity Artist .......................................................... 20
Gambar 20: Tshirt ................................................................................................... 21
Gambar 21: Tank ..................................................................................................... 22
Gambar 22: Totebag ................................................................................................ 22
Gambar 23: Screen capture halaman twitter BERAK9420 .................................... 24
Gambar 24: Logo BERAK9420 .............................................................................. 24
Gambar 25: T-shirt .................................................................................................. 25
Gambar 26: Tshirt ................................................................................................... 25
commit to user
Gambar 27: Hat ....................................................................................................... 26
xi
perpustakaan.uns.ac.id
digilib.uns.ac.id
Gambar 28: Ilustration of Teman Dekat My Darling .............................................. 38
commit to user
xii