Perancangan promosi wisata air terjun parang ijo melalui media komunikasi visual COVER
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PERANCANGAN PROMOSI
WISATA AIR TERJUN PARANG IJO
MELALUI MEDIA KOMUNIKASI VISUAL
Diajukan Untuk Menempuh Ujian Tugas Akhir Sebagai Prasyarat
Guna Memperoleh Gelar Sarjana Seni Pada Fakultas Seni Rupa dan Desain
Program Studi Desain Komunikasi Visual
Disusun Oleh:
Fajri Digit S
C0709037
PROGRAM STUDI DESAIN KOMUNIKASI VISUAL
FAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARET
SURAKARTA
commit
to user
2015
i
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
ii
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commit to user
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PERANCANGAN PROMOSI WISATA AIR TERJUN
PARANG IJO MELALUI MEDIA KOMUNIKASI VISUAL
Fajri Digit S1
Drs. Putut Handoko Pramono M.Si 2, Ercilia Rini Octavia S.Sn M.Sn 3
ABSTRAK
Fajri Digit S, 2015. Konsep Tugas Akhir ini berjudul “Perancangan Promosi
Wisata Air Terjun Parang Ijo Melalui Media Komunikasi Visual”. Aktifitas rutin
dapat menimbulkan suatu kejenuhan pada diri manusia. Salah satu kegiatan yang
dilakukan untuk menghilangkan kejenuhan itu adalah rekreasi. Objek wisata Air
Terjun Parang Ijo dapat menjadi pilihan alternatif untuk berekreasi sehingga dapat
menghilangkan kejenuhan. Air Terjun Parang Ijo memiliki pemandangan alam yang
indah, asri dan sejuk. Walaupun memiliki pemandangan alam dan air terjun yang
indah, promosi yang dilakukan oleh pengelola belum optimal, sehingga masyarakat
di sekitar masih belum mengetahui keberadaan objek wisata Air Terjun Parang Ijo.
Berawal dari permasalahan tersebut, dipandang perlu untuk membuat perancangan
promosi di wisata Air Terjun Parang Ijo melalui media komunikasi visual, supaya
promosi yang akan dibuat nantinya tepat sasaran, efektif, dan masyarakat sekitar
mengetahui keberadaan objek wisata Air Terjun Parang Ijo.
Perancangan promosi Wisata Air Terjun Parang Ijo ini menggunakan
pendekatan metode penelitian kualitatif deskriptif yang dideskripsikan secara rinci
dan mendalam baik kondisi maupun proses. Desain sebagai output atau hasil dalam
strategi perancangan komunikasi visual ini mengggunakan tiga strategi perancangan
yaitu : stategi visual, stategi media dan stategi kreatif. Sehingga Parang Ijo
mendapatkan awareness dari target audience dan konsumen selalu teringat dengan
Parang Ijo.
_______________________
1
Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C0709037
2
Dosen Pembimbing I
3
Dosen Pembimbing II
commit to user
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
PROMOTION DESIGNING of PARANG IJO WATERFALL
THROUGH MEDIA VISUAL COMMUNICATIONS
Fajri Digit S1
Drs. Putut Handoko Pramono M.Si 2, Ercilia Rini Octavia S.Sn M.Sn 3
ABSTRACT
Fajri Digit S, 2015. This thesis entitled "Promotion Designing Of Parang Ijo
Waterfall Through Media Visual Communications". Routine activities can cause
boredom in humans. Waterfall can be an alternative recreation which is it can
eliminate the boredom itself. ParangIjo waterfall has beautiful natural scenery, fresh,
and also cool. Despite having natural scenery and beautiful waterfalls, the promotion
is not optimal so the people around this waterfall didn’t know about the existence of
this object. Starting from this problem, it is necessary to make a promotion of design
for ParangIjo waterfall through media visual communications so the promotion will
be effective and having appropriate aim.
The design of this promotion is using qualitative descriptive approach which
is described in details and depth from the condition to process. The output of this
design using three strategies, they are: visual strategy, media strategy and creative
strategy so ParangIjo waterfall will be get awareness from target audience and the
consumer will always remember ParangIjo.
_______________________
1
Student of Visual Communication Design Department with NIM C0709037
Supervisor I
3
Supervisor II
2
commit to user
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
“ Yesterday is today’s memory
And tomorrow is today’s dream”
-commit
Fajri Digit Sto user
vi
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Tugas Akhir ini kupersembahkan kepada:
Ibu, Ayah dan adik yang senantiasa memberikan kasih sayang dan segala dukungan
Keluarga besar Markum yang selalu memberi semangat dan doa yang tulus
Sofi Hanifati Afifah yang selalu bersama dalam suka dan duka
Teman-teman tercinta yang dengan ikhlas memberikan bantuan.
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa yang telah
memberikan rahmat serta penyertaan hingga penulis dapat menyelesaikan
penyusunan Konsep Karya Tugas Akhir, yang merupakan salah satu syarat untuk
mencapai gelar Sarjana Seni Rupa Universitas Sebelas Maret Surakarta.
Dengan bantuan, bimbingan, serta arahan dari berbagai pihak, maka penulis
Konsep Karya Tugas Akhir dengan judul PERANCANGAN PROMOSI WISATA
AIR TERJUN PARANG IJO MELALUI MEDIA KOMUNIKASI ini dapat
terselesaikan dengan baik. Untuk itu penulis ingin menyampaikan rasa terima kasih
kepada :
1.
Drs. Ahmad Adib M.Hum., Ph.D. selaku Dekan Fakultas Seni Rupa dan Desain
2.
Dr. Deny Tri Ardianto, S.Sn., Dipl. Art. selaku ketua jurusan Desain Komunikasi
Visual
3.
Drs. Putut Handoko Pramono M.Si selaku Pembimbing Tugas Akhir I
4.
Ercilia Rini Octavia S.Sn M.Sn selaku Pembimbing Tugas Akhir II
5.
Sukoarjo, selaku pengelola Wisata Air Terjun Parang Ijo
6.
Bapak dan ibu dosen serta staf karyawan Desain Komunikasi Visual
Penulis menyadari bahwa dalam penyusunan Konsep Karya Tugas Akhir ini
masih jauh dari sempurna, karena keterbatasan penulis dalam berbagai hal. Oleh
commit to user
viii
perpustakaan.uns.ac.id
digilib.uns.ac.id
karena itu, saran dan kritik yang sifatnya membangun sangat penulis harapkan dari
pembaca.
Akhir kata penulis mengucapkan terima kasih dan berharap semoga Konsep
Karya Tugas Akhir ini dapat bermanfaat serta menambah wawasan bagi pembaca.
Surakarta, 11 Mei 2015
Penulis,
Fajri Digit Sholekhawan
NIM. C0709037
commit to user
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
HALAMAN JUDUL........................................................................................ i
LEMBAR PERSETUJUAN............................................................................ ii
LEMBAR PENGESAHAN ............................................................................ iii
ABSTRAK ....................................................................................................... iv
ABSTRACK ...................................................................................................... v
HALAMAN MOTO......................................................................................... vi
HALAMAN PERSEMBAHAN....................................................................... vii
KATA PENGANTAR ..................................................................................... viii
DAFTAR ISI .................................................................................................... x
DAFTAR GAMBAR ....................................................................................... xiv
DAFTAR TABEL ............................................................................................ xvi
DAFTAR DIAGRAM ...................................................................................... xvii
BAB I PENDAHULUAN ............................................................................... 1
A. Latar Belakang Permasalahan ........................................................ 1
B. Rumusan Masalah .......................................................................... 3
C. Tujuan Perancangan ....................................................................... 3
D. Metode Penelitian........................................................................... 4
BAB II KAJIAN TEORI ............................................................................... 9
A. Tinjauan Perancangan .......................................................................... 9
B. Tinjauan Promosi ................................................................................. 9
1. Pengertian Promosi ....................................................................... 9
2. Tujuan Promosi .............................................................................. 11
3. Media promosi ............................................................................... 12
C. Komunikasi Visual sebagai Media Promosi ........................................ 13
1. Pengertian Komunikasi .................................................................. 13
commit to user
2. Pengertian Visual ...........................................................................
14
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3. Pengertian Komunikasi Visual sebagai Media Promosi ................ 14
D. Strategi komunikasi Visual .................................................................. 15
1. Strategi Kreatif ............................................................................... 15
2. Strategi Visual ................................................................................ 18
E. Tinjauan tentang Remaja sebagai Target Audience ............................. 26
1. Definisi Remaja.............................................................................. 26
2. Perkembangan Remaja ................................................................... 27
3. Remaja dibagi menjadi tiga fase .................................................... 29
BAB III IDENTIFIKASI DATA .................................................................. 32
A. Identifikasi Data Objek ........................................................................ 32
1. Kabupaten Karanganyar ................................................................. 32
2. Parang Ijo ....................................................................................... 47
B. Instansi penjalin kerja sama ................................................................. 55
C. Kompetitor ........................................................................................... 58
1. Objek wisataAir Terjun Jumog ...................................................... 58
2. Objek wisata Grojogan Sewu ......................................................... 64
D. Analisis SWOT .................................................................................... 70
E. USP (Unique, Selling, Prepotition) ..................................................... 71
F. Kuesioner ............................................................................................. 72
BAB IV KONSEP PEMIKIRAN DESAIN .................................................. 77
A. Metode Perancangan ............................................................................ 77
B. Strategi Kreatif ..................................................................................... 79
C. Target Audience dan Target Market .................................................... 80
D. StrategiVisual ....................................................................................... 81
1. Pesan Verbal..................................................................................... 81
2. Pesan Non Verbal............................................................................. 82
E. Teknik Pelaksanaan.............................................................................. 92
1. Logo ............................................................................................... 92
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2. Media Lini Bawah ( Below the Line Media ) ................................. 92
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a. Stationary ................................................................................. 92
1) Kartu Nama ........................................................................ 92
2) Kop Surat ........................................................................... 93
3) Amplop ............................................................................... 94
4) Id Card ............................................................................... 94
b. T-shirt ....................................................................................... 95
c. Jam dinding .............................................................................. 96
d. Cutting Stiker ........................................................................... 96
e. X – Banner ................................................................................ 97
f. Mug .......................................................................................... 98
g. Pin ............................................................................................ 98
h. Leaflet....................................................................................... 99
i. Gantungan Kunci ..................................................................... 100
j. Poster ........................................................................................ 100
k. Tiket Masuk ............................................................................. 101
l. Karcis Parkir............................................................................. 102
m. Trafic add ................................................................................. 102
n. Sign add .................................................................................... 103
o. Name Board ............................................................................. 104
p. Car Branding ........................................................................... 104
3. Media Lini Atas ( Above the Line Media )..................................... 105
a. Baliho ....................................................................................... 105
b. Spanduk .................................................................................... 106
c. Umbul-umbul ........................................................................... 106
d. Fans Page (facebook) .............................................................. 107
F. Perkiraan Biaya .................................................................................... 107
BAB V VISUALISASI KARYA ................................................................... 109
A. Media Lini Bawah ................................................................................ 109
commit to user
1. Stationary ....................................................................................... 109
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a) Kop Surat ................................................................................. 109
b) Kartu Nama .............................................................................. 110
c) Amplop ..................................................................................... 111
d) Id Card .................................................................................... 112
2. T-shirt ............................................................................................ 113
3. Jam Dinding ................................................................................... 114
4. Cutting Stiker ................................................................................. 115
5. X – Banner ...................................................................................... 116
6. Pin .................................................................................................. 117
7. Mug ................................................................................................ 118
8. Leaflet............................................................................................. 119
9. Gantungan Kunci ........................................................................... 120
10. Poster .............................................................................................. 121
11. Tiket masuk .................................................................................... 122
12. Karcis parkir .................................................................................. 123
13. Traffic add ...................................................................................... 124
14. Sign add .......................................................................................... 125
15. Name board .................................................................................... 126
16. Car branding .................................................................................. 127
B. Media Lini Atas ( Above the Line Media )........................................... 128
1. Baliho ............................................................................................. 128
2. Spanduk .......................................................................................... 129
3. Umbul – umbul .............................................................................. 130
4. Fans Page ( Facebook ) ................................................................. 131
BAB VI PENUTUP ........................................................................................ 132
A. Kesimpulan .......................................................................................... 132
B. Saran..................................................................................................... 133
DAFTAR PUSTAKA ..................................................................................... 134
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LAMPIRAN .................................................................................................... 135
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DAFTAR GAMBAR
Gambar 2.1 Layout Axial ................................................................................. 23
Gambar 2.2 Layout Group ............................................................................... 23
Gambar 2.3 Layout Grid .................................................................................. 24
Gambar 3.1 Peta Karanganyar ......................................................................... 38
Gambar 3.2 Logo Karanganyar ........................................................................ 40
Gambar 3.3 Tiket Masuk Parang Ijo ................................................................ 49
Gambar 3.4 Karcis parker Parang Ijo ............................................................... 49
Gambar 3.5 Loket masuk Parang Ijo................................................................ 50
Gambar 3.6 Agrowisata ................................................................................... 51
Gambar 3.7 Flying Fox .................................................................................... 51
Gambar 3.8 Kampung air ................................................................................. 52
Gambar 3.9 Dinding mata air ........................................................................... 52
Gambar 3.10 Air terjun .................................................................................... 53
Gambar 3.11 Kolam renang ............................................................................. 53
Gambar 3.12 Dewi Saraswati ........................................................................... 54
Gambar 3.13 Kedai Makanan .......................................................................... 54
Gambar 3.14 Logo Karanganyar ...................................................................... 55
Gambar 3.15 Air terjun Jumog......................................................................... 58
Gambar 3.16 Tiket masuk air terjun Jumog ..................................................... 60
Gambar 3.17 Sign pintu masuk air terjun Jumog ............................................. 61
Gambar 3.18 Sign pintu masuk tangga air terjun Jumog ................................. 62
Gambar 3.19 Sungai dari air terjun Jumog ...................................................... 62
Gambar 3.20 Kolam renang di air terjun Jumog .............................................. 63
Gambar 3.21 Sign kamar mandi dan tangga menuju air terjun Jumog ............ 63
Gambar 3.22 Taman air di air terjun Jumog .................................................... 64
Gambar 3.23 Gerojogan sewu .......................................................................... 64
Gambar 3.24 Tiket masuk Gerojogan
Sewuto....................................................
66
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user
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Gambar 3.25 Jembatan menuju Gerojogan Sewu ............................................ 67
Gambar 3.26 Sign selamat dating Gerojogan Sewu......................................... 67
Gambar 3.27 Loket masuk Gerojogan Sewu ................................................... 68
Gambar 3.28 Sign memasuki anak tangga Gerojogan Sewu ........................... 68
Gambar 3.29 Anak tangga Gerojogan Sewu .................................................... 69
Gambar 3.30 Fasilitas kuda di Gerojogan Sewu .............................................. 69
Gambar 4.1 Logo Parang Ijo ............................................................................ 89
Gambar 4.2 Grid Logo Parang Ijo.................................................................... 89
Gambar 4.3 Colour Guide Logo Parang Ijo ..................................................... 90
Gambar 4.4 Configuration Logo Parang Ijo .................................................... 90
Gambar 4.5 Scale Logo Parang Ijo .................................................................. 91
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DAFTAR TABEL
Tabel 1.1 Kerangka pemikiran konsep............................................................. 4
Tabel 3.1 Struktur Organisasi .......................................................................... 56
Tabel 3.2 Analisis SWOT ................................................................................. 70
Tabel 4.1 Perkiraan biaya promosi Parang Ijo ................................................. 108
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DAFTAR DIAGRAM
Diagram 3.1 Jawaban kuesioner A................................................................... 72
Diagram 3.2 Jawaban kuesioner B ................................................................... 73
Diagram 3.3 Jawaban kuesioner C ................................................................... 74
Diagram 3.4 Jawaban kuesioner D................................................................... 74
Diagram 3.5 Jawaban kuesioner E ................................................................... 75
commit to user
xvii
digilib.uns.ac.id
PERANCANGAN PROMOSI
WISATA AIR TERJUN PARANG IJO
MELALUI MEDIA KOMUNIKASI VISUAL
Diajukan Untuk Menempuh Ujian Tugas Akhir Sebagai Prasyarat
Guna Memperoleh Gelar Sarjana Seni Pada Fakultas Seni Rupa dan Desain
Program Studi Desain Komunikasi Visual
Disusun Oleh:
Fajri Digit S
C0709037
PROGRAM STUDI DESAIN KOMUNIKASI VISUAL
FAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARET
SURAKARTA
commit
to user
2015
i
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
ii
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
iii
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERANCANGAN PROMOSI WISATA AIR TERJUN
PARANG IJO MELALUI MEDIA KOMUNIKASI VISUAL
Fajri Digit S1
Drs. Putut Handoko Pramono M.Si 2, Ercilia Rini Octavia S.Sn M.Sn 3
ABSTRAK
Fajri Digit S, 2015. Konsep Tugas Akhir ini berjudul “Perancangan Promosi
Wisata Air Terjun Parang Ijo Melalui Media Komunikasi Visual”. Aktifitas rutin
dapat menimbulkan suatu kejenuhan pada diri manusia. Salah satu kegiatan yang
dilakukan untuk menghilangkan kejenuhan itu adalah rekreasi. Objek wisata Air
Terjun Parang Ijo dapat menjadi pilihan alternatif untuk berekreasi sehingga dapat
menghilangkan kejenuhan. Air Terjun Parang Ijo memiliki pemandangan alam yang
indah, asri dan sejuk. Walaupun memiliki pemandangan alam dan air terjun yang
indah, promosi yang dilakukan oleh pengelola belum optimal, sehingga masyarakat
di sekitar masih belum mengetahui keberadaan objek wisata Air Terjun Parang Ijo.
Berawal dari permasalahan tersebut, dipandang perlu untuk membuat perancangan
promosi di wisata Air Terjun Parang Ijo melalui media komunikasi visual, supaya
promosi yang akan dibuat nantinya tepat sasaran, efektif, dan masyarakat sekitar
mengetahui keberadaan objek wisata Air Terjun Parang Ijo.
Perancangan promosi Wisata Air Terjun Parang Ijo ini menggunakan
pendekatan metode penelitian kualitatif deskriptif yang dideskripsikan secara rinci
dan mendalam baik kondisi maupun proses. Desain sebagai output atau hasil dalam
strategi perancangan komunikasi visual ini mengggunakan tiga strategi perancangan
yaitu : stategi visual, stategi media dan stategi kreatif. Sehingga Parang Ijo
mendapatkan awareness dari target audience dan konsumen selalu teringat dengan
Parang Ijo.
_______________________
1
Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C0709037
2
Dosen Pembimbing I
3
Dosen Pembimbing II
commit to user
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
PROMOTION DESIGNING of PARANG IJO WATERFALL
THROUGH MEDIA VISUAL COMMUNICATIONS
Fajri Digit S1
Drs. Putut Handoko Pramono M.Si 2, Ercilia Rini Octavia S.Sn M.Sn 3
ABSTRACT
Fajri Digit S, 2015. This thesis entitled "Promotion Designing Of Parang Ijo
Waterfall Through Media Visual Communications". Routine activities can cause
boredom in humans. Waterfall can be an alternative recreation which is it can
eliminate the boredom itself. ParangIjo waterfall has beautiful natural scenery, fresh,
and also cool. Despite having natural scenery and beautiful waterfalls, the promotion
is not optimal so the people around this waterfall didn’t know about the existence of
this object. Starting from this problem, it is necessary to make a promotion of design
for ParangIjo waterfall through media visual communications so the promotion will
be effective and having appropriate aim.
The design of this promotion is using qualitative descriptive approach which
is described in details and depth from the condition to process. The output of this
design using three strategies, they are: visual strategy, media strategy and creative
strategy so ParangIjo waterfall will be get awareness from target audience and the
consumer will always remember ParangIjo.
_______________________
1
Student of Visual Communication Design Department with NIM C0709037
Supervisor I
3
Supervisor II
2
commit to user
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
“ Yesterday is today’s memory
And tomorrow is today’s dream”
-commit
Fajri Digit Sto user
vi
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Tugas Akhir ini kupersembahkan kepada:
Ibu, Ayah dan adik yang senantiasa memberikan kasih sayang dan segala dukungan
Keluarga besar Markum yang selalu memberi semangat dan doa yang tulus
Sofi Hanifati Afifah yang selalu bersama dalam suka dan duka
Teman-teman tercinta yang dengan ikhlas memberikan bantuan.
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa yang telah
memberikan rahmat serta penyertaan hingga penulis dapat menyelesaikan
penyusunan Konsep Karya Tugas Akhir, yang merupakan salah satu syarat untuk
mencapai gelar Sarjana Seni Rupa Universitas Sebelas Maret Surakarta.
Dengan bantuan, bimbingan, serta arahan dari berbagai pihak, maka penulis
Konsep Karya Tugas Akhir dengan judul PERANCANGAN PROMOSI WISATA
AIR TERJUN PARANG IJO MELALUI MEDIA KOMUNIKASI ini dapat
terselesaikan dengan baik. Untuk itu penulis ingin menyampaikan rasa terima kasih
kepada :
1.
Drs. Ahmad Adib M.Hum., Ph.D. selaku Dekan Fakultas Seni Rupa dan Desain
2.
Dr. Deny Tri Ardianto, S.Sn., Dipl. Art. selaku ketua jurusan Desain Komunikasi
Visual
3.
Drs. Putut Handoko Pramono M.Si selaku Pembimbing Tugas Akhir I
4.
Ercilia Rini Octavia S.Sn M.Sn selaku Pembimbing Tugas Akhir II
5.
Sukoarjo, selaku pengelola Wisata Air Terjun Parang Ijo
6.
Bapak dan ibu dosen serta staf karyawan Desain Komunikasi Visual
Penulis menyadari bahwa dalam penyusunan Konsep Karya Tugas Akhir ini
masih jauh dari sempurna, karena keterbatasan penulis dalam berbagai hal. Oleh
commit to user
viii
perpustakaan.uns.ac.id
digilib.uns.ac.id
karena itu, saran dan kritik yang sifatnya membangun sangat penulis harapkan dari
pembaca.
Akhir kata penulis mengucapkan terima kasih dan berharap semoga Konsep
Karya Tugas Akhir ini dapat bermanfaat serta menambah wawasan bagi pembaca.
Surakarta, 11 Mei 2015
Penulis,
Fajri Digit Sholekhawan
NIM. C0709037
commit to user
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
HALAMAN JUDUL........................................................................................ i
LEMBAR PERSETUJUAN............................................................................ ii
LEMBAR PENGESAHAN ............................................................................ iii
ABSTRAK ....................................................................................................... iv
ABSTRACK ...................................................................................................... v
HALAMAN MOTO......................................................................................... vi
HALAMAN PERSEMBAHAN....................................................................... vii
KATA PENGANTAR ..................................................................................... viii
DAFTAR ISI .................................................................................................... x
DAFTAR GAMBAR ....................................................................................... xiv
DAFTAR TABEL ............................................................................................ xvi
DAFTAR DIAGRAM ...................................................................................... xvii
BAB I PENDAHULUAN ............................................................................... 1
A. Latar Belakang Permasalahan ........................................................ 1
B. Rumusan Masalah .......................................................................... 3
C. Tujuan Perancangan ....................................................................... 3
D. Metode Penelitian........................................................................... 4
BAB II KAJIAN TEORI ............................................................................... 9
A. Tinjauan Perancangan .......................................................................... 9
B. Tinjauan Promosi ................................................................................. 9
1. Pengertian Promosi ....................................................................... 9
2. Tujuan Promosi .............................................................................. 11
3. Media promosi ............................................................................... 12
C. Komunikasi Visual sebagai Media Promosi ........................................ 13
1. Pengertian Komunikasi .................................................................. 13
commit to user
2. Pengertian Visual ...........................................................................
14
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3. Pengertian Komunikasi Visual sebagai Media Promosi ................ 14
D. Strategi komunikasi Visual .................................................................. 15
1. Strategi Kreatif ............................................................................... 15
2. Strategi Visual ................................................................................ 18
E. Tinjauan tentang Remaja sebagai Target Audience ............................. 26
1. Definisi Remaja.............................................................................. 26
2. Perkembangan Remaja ................................................................... 27
3. Remaja dibagi menjadi tiga fase .................................................... 29
BAB III IDENTIFIKASI DATA .................................................................. 32
A. Identifikasi Data Objek ........................................................................ 32
1. Kabupaten Karanganyar ................................................................. 32
2. Parang Ijo ....................................................................................... 47
B. Instansi penjalin kerja sama ................................................................. 55
C. Kompetitor ........................................................................................... 58
1. Objek wisataAir Terjun Jumog ...................................................... 58
2. Objek wisata Grojogan Sewu ......................................................... 64
D. Analisis SWOT .................................................................................... 70
E. USP (Unique, Selling, Prepotition) ..................................................... 71
F. Kuesioner ............................................................................................. 72
BAB IV KONSEP PEMIKIRAN DESAIN .................................................. 77
A. Metode Perancangan ............................................................................ 77
B. Strategi Kreatif ..................................................................................... 79
C. Target Audience dan Target Market .................................................... 80
D. StrategiVisual ....................................................................................... 81
1. Pesan Verbal..................................................................................... 81
2. Pesan Non Verbal............................................................................. 82
E. Teknik Pelaksanaan.............................................................................. 92
1. Logo ............................................................................................... 92
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2. Media Lini Bawah ( Below the Line Media ) ................................. 92
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a. Stationary ................................................................................. 92
1) Kartu Nama ........................................................................ 92
2) Kop Surat ........................................................................... 93
3) Amplop ............................................................................... 94
4) Id Card ............................................................................... 94
b. T-shirt ....................................................................................... 95
c. Jam dinding .............................................................................. 96
d. Cutting Stiker ........................................................................... 96
e. X – Banner ................................................................................ 97
f. Mug .......................................................................................... 98
g. Pin ............................................................................................ 98
h. Leaflet....................................................................................... 99
i. Gantungan Kunci ..................................................................... 100
j. Poster ........................................................................................ 100
k. Tiket Masuk ............................................................................. 101
l. Karcis Parkir............................................................................. 102
m. Trafic add ................................................................................. 102
n. Sign add .................................................................................... 103
o. Name Board ............................................................................. 104
p. Car Branding ........................................................................... 104
3. Media Lini Atas ( Above the Line Media )..................................... 105
a. Baliho ....................................................................................... 105
b. Spanduk .................................................................................... 106
c. Umbul-umbul ........................................................................... 106
d. Fans Page (facebook) .............................................................. 107
F. Perkiraan Biaya .................................................................................... 107
BAB V VISUALISASI KARYA ................................................................... 109
A. Media Lini Bawah ................................................................................ 109
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1. Stationary ....................................................................................... 109
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a) Kop Surat ................................................................................. 109
b) Kartu Nama .............................................................................. 110
c) Amplop ..................................................................................... 111
d) Id Card .................................................................................... 112
2. T-shirt ............................................................................................ 113
3. Jam Dinding ................................................................................... 114
4. Cutting Stiker ................................................................................. 115
5. X – Banner ...................................................................................... 116
6. Pin .................................................................................................. 117
7. Mug ................................................................................................ 118
8. Leaflet............................................................................................. 119
9. Gantungan Kunci ........................................................................... 120
10. Poster .............................................................................................. 121
11. Tiket masuk .................................................................................... 122
12. Karcis parkir .................................................................................. 123
13. Traffic add ...................................................................................... 124
14. Sign add .......................................................................................... 125
15. Name board .................................................................................... 126
16. Car branding .................................................................................. 127
B. Media Lini Atas ( Above the Line Media )........................................... 128
1. Baliho ............................................................................................. 128
2. Spanduk .......................................................................................... 129
3. Umbul – umbul .............................................................................. 130
4. Fans Page ( Facebook ) ................................................................. 131
BAB VI PENUTUP ........................................................................................ 132
A. Kesimpulan .......................................................................................... 132
B. Saran..................................................................................................... 133
DAFTAR PUSTAKA ..................................................................................... 134
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LAMPIRAN .................................................................................................... 135
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DAFTAR GAMBAR
Gambar 2.1 Layout Axial ................................................................................. 23
Gambar 2.2 Layout Group ............................................................................... 23
Gambar 2.3 Layout Grid .................................................................................. 24
Gambar 3.1 Peta Karanganyar ......................................................................... 38
Gambar 3.2 Logo Karanganyar ........................................................................ 40
Gambar 3.3 Tiket Masuk Parang Ijo ................................................................ 49
Gambar 3.4 Karcis parker Parang Ijo ............................................................... 49
Gambar 3.5 Loket masuk Parang Ijo................................................................ 50
Gambar 3.6 Agrowisata ................................................................................... 51
Gambar 3.7 Flying Fox .................................................................................... 51
Gambar 3.8 Kampung air ................................................................................. 52
Gambar 3.9 Dinding mata air ........................................................................... 52
Gambar 3.10 Air terjun .................................................................................... 53
Gambar 3.11 Kolam renang ............................................................................. 53
Gambar 3.12 Dewi Saraswati ........................................................................... 54
Gambar 3.13 Kedai Makanan .......................................................................... 54
Gambar 3.14 Logo Karanganyar ...................................................................... 55
Gambar 3.15 Air terjun Jumog......................................................................... 58
Gambar 3.16 Tiket masuk air terjun Jumog ..................................................... 60
Gambar 3.17 Sign pintu masuk air terjun Jumog ............................................. 61
Gambar 3.18 Sign pintu masuk tangga air terjun Jumog ................................. 62
Gambar 3.19 Sungai dari air terjun Jumog ...................................................... 62
Gambar 3.20 Kolam renang di air terjun Jumog .............................................. 63
Gambar 3.21 Sign kamar mandi dan tangga menuju air terjun Jumog ............ 63
Gambar 3.22 Taman air di air terjun Jumog .................................................... 64
Gambar 3.23 Gerojogan sewu .......................................................................... 64
Gambar 3.24 Tiket masuk Gerojogan
Sewuto....................................................
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Gambar 3.25 Jembatan menuju Gerojogan Sewu ............................................ 67
Gambar 3.26 Sign selamat dating Gerojogan Sewu......................................... 67
Gambar 3.27 Loket masuk Gerojogan Sewu ................................................... 68
Gambar 3.28 Sign memasuki anak tangga Gerojogan Sewu ........................... 68
Gambar 3.29 Anak tangga Gerojogan Sewu .................................................... 69
Gambar 3.30 Fasilitas kuda di Gerojogan Sewu .............................................. 69
Gambar 4.1 Logo Parang Ijo ............................................................................ 89
Gambar 4.2 Grid Logo Parang Ijo.................................................................... 89
Gambar 4.3 Colour Guide Logo Parang Ijo ..................................................... 90
Gambar 4.4 Configuration Logo Parang Ijo .................................................... 90
Gambar 4.5 Scale Logo Parang Ijo .................................................................. 91
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DAFTAR TABEL
Tabel 1.1 Kerangka pemikiran konsep............................................................. 4
Tabel 3.1 Struktur Organisasi .......................................................................... 56
Tabel 3.2 Analisis SWOT ................................................................................. 70
Tabel 4.1 Perkiraan biaya promosi Parang Ijo ................................................. 108
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DAFTAR DIAGRAM
Diagram 3.1 Jawaban kuesioner A................................................................... 72
Diagram 3.2 Jawaban kuesioner B ................................................................... 73
Diagram 3.3 Jawaban kuesioner C ................................................................... 74
Diagram 3.4 Jawaban kuesioner D................................................................... 74
Diagram 3.5 Jawaban kuesioner E ................................................................... 75
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