STRATEGI PERANCANGAN PROMOSI WIJAYA ROTAN MELALUI DESAIN KOMUNIKASI VISUAL.
perpustakaan.uns.ac.id
digilib.uns.ac.id
PENGANTAR KARYA TUGAS AKHIR
STRATEGI PERANCANGAN
PROMOSI WIJAYA ROTAN MELALUI
DESAIN KOMUNIKASI VISUAL
Diajukan sebagai syarat untuk menempuh Ujian Tugas Akhir Guna
Mencapai Gelar Ahli Madya
Diploma III Desain Komunikasi Visual
Oleh :
ANDITATAMA PUTRA
NIM. C9509013
PROGRAM STUDI DIII DESAIN KOMUNIKASI VISUAL
FAKULTAS SASTRA DAN SENI RUPA
UNIVERSITAS SEBELAS MARET
SURAKARTA
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2014
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MOTTO
“Kegagalan adalah awal dari keberhasilan”
“Tetap berdoa dan berusaha,
Allah SWT selalu menentukan yang terbaik”
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PERSEMBAHAN
Tugas Akhir ini kupersembahkan:
Tuhan yang Maha Kuasa Allah SWT
Junjungan seluruh umat manusia, Nabi Muhammad SAW
Kedua Orang Tuaku yang selalu memberikan doa dan dukungannya
Seluruh keluarga yang selalu memberikan motivasi dan dorongan positif
Seluruh sahabat yang selalu memberikan dukungan
Sang Kekasih, Ratna Yulianacommit
yang selalu
ada dalam suka maupun duka
to user
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Puji syukur Alhamdulillah kehadirat Allah SWT yang telah melimpahkan
segala rahmat, hidayah serta karunia-Nya sehingga penulis dapat menyusun dan
menyelesaikan
sebuah
PERANCANGAN
karya
PROMOSI
tugas
akhir
WIJAYA
yang
ROTAN
berjudul
MELALUI
“SRATEGI
DESAIN
KOMUNIKASI VISUAL”.
Tugas Akhir ini disusun untuk memenuhi salah satu syarat yang wajib
dilaksanakan untuk memperoleh gelar Ahli Madya Diploma III program studi
DIII Desain Komunikasi Visual Fakultas Sastra dan Seni Rupa Universitas
Sebelas Maret Surakarta.
Penulis sadar bahwa apa yang telah diperoleh ini tidak semata-mata hasil dari
jerih payah penulis semata tetapi hasil dari keterlibatan berbagai pihak. Oleh
sebab itu diucapkan terima kasih yang sebesar-besarnya kepada yang terhormat :
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 Kepala Program Studi DIII Desain
Komunikasi Visual Fakultas Sastra dan Seni Rupa Universitas Sebelas Maret
Surakarta, sekaligus sebagai koordinator Tugas Akhir.
3. Drs. Mohamad Soeharto M.Sn, selaku Pembimbing I.
4. Salim Ahmadi, S.Pd, selaku Pembimbing II.
5. Keluarga tercinta yang selalu memberikan dukungan moral maupun materiil.
6. Keluarga besar DIII Desain Komunikasi Visual Fakultas Sastra dan Seni
Rupa Universitas Sebelas Maret
Surakarta.
commit
to user
vi
perpustakaan.uns.ac.id
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7. Bp.Suyamto, selaku pemilik perusahaan kerajinan Wijaya Rotan.
8. Semua pihak yang tidak bisa disebutkan satu persatu oleh penulis sehingga
Tugas Akhir ini dapat terselesaikan.
Penulis menyadari bahwa penyusunan laporan ini masih banyak
kekurangan dan jauh dari kesempurnaan. Oleh sebab itu, kritik dan saran akan
diterima dengan tangan terbuka agar lebih maju dan ke depannya bisa lebih
diterima dan bermanfaat bagi kita semua, amin.
Surakarta,
Juni 2014
Penulis
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vii
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DAFTAR ISI
HALAMAN JUDUL .....................................................................................
i
HALAMAN PERSETUJUAN .....................................................................
ii
HALAMAN PENGESAHAN .......................................................................
iii
HALAMAN MOTTO ...................................................................................
iv
HALAMAN PERSEMBAHAN ...................................................................
v
KATA PENGANTAR ...................................................................................
vi
DAFTAR ISI ..................................................................................................
viii
DAFTAR GAMBAR ......................................................................................
xi
BAB I PENDAHULUAN ..............................................................................
1
A. Latar Belakang Masalah ......................................................................
1
B. Rumusan Masalah ...............................................................................
3
C. Tujuan Perancangan .............................................................................
3
BAB II IDENTIFIKASI DATA ....................................................................
4
A. Data Produk .........................................................................................
4
1. Sejarah Perusahaan ........................................................................
4
2. Data Produk .....................................................................................
5
3. Data Pemasaran ...............................................................................
9
4. Promosi yang Pernah Dilakukan ......................................................
10
B. Target ....................................................................................................
10
1. Target Market .................................................................................
10
2. Target Audience .............................................................................
11
3. Target Karya....................................................................................
12
C. Kompetitor............................................................................................
16
1. Kerajinan UD.Walidi Rotan ..........................................................
17
2. Kerajinan Rahayu Rotan ...............................................................
19
D. USP (Unique Selling Preposition) .......................................................
commit to user
E. Positioning ...........................................................................................
22
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22
perpustakaan.uns.ac.id
digilib.uns.ac.id
BAB III KONSEP PERANCANGAN .........................................................
24
A. Konsep Karya ......................................................................................
24
1. Strategi Kreatif ...............................................................................
25
2. USP (Unique Selling Preposition) ..................................................
25
B. Konsep Perancangan ............................................................................
26
1. Konsep Komunikasi Visual ............................................................
26
2. Konsep Komunikasi Verbal ............................................................
37
BAB IV VISUALISASI KARYA .................................................................
40
A. Stationery .............................................................................................
41
1. Kop Surat .......................................................................................
41
2. Map ................................................................................................
42
3. Nota .................................................................................................
43
4. Kartu Nama .....................................................................................
44
5. Id Card ............................................................................................
45
6. Amplop............................................................................................
46
B. Media Lini Atas (Above The Line) .......................................................
47
1. Iklan Koran .....................................................................................
47
2. Iklan Majalah ..................................................................................
48
3 Name Board ....................................................................................
49
4. Spanduk ...........................................................................................
50
5. Midiboard........................................................................................
51
C. Media Lini Bawah (Below The Line) ..................................................
52
1. Brosur .............................................................................................
52
2. Leaflet..............................................................................................
53
3 Flyer ................................................................................................
54
4. Handtag ...........................................................................................
55
5. Poster ...............................................................................................
56
6. X-Banner .........................................................................................
57
7. Uniform ...........................................................................................
commit to user
58
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
D. Marchendise & Souvenir ......................................................................
59
1. Kaos ...............................................................................................
59
2. Kalender ..........................................................................................
60
3 Blocknote .........................................................................................
61
4. Mug .................................................................................................
62
5. Jam Dinding ....................................................................................
63
6. Pin ...................................................................................................
64
7. Cutting Sticker.................................................................................
65
BAB V PENUTUP .........................................................................................
66
A. Kesimpulan .........................................................................................
66
B. Saran ....................................................................................................
67
DAFTAR PUSTAKA
LAMPIRAN
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DAFTAR GAMBAR
Gambar 2.1 Logo ..................................................................................
17
Gambar 2.2 Kartu Nama ........................................................................
18
Gambar 2.3 Brosur .................................................................................
18
Gambar 2.4 Logo ..................................................................................
20
Gambar 2.5 Kartu Nama ........................................................................
20
Gambar 2.6 Brosur .................................................................................
20
Gambar 2.7 Kartu Ucapan ......................................................................
21
Gambar 3.1 Grid .....................................................................................
28
Gambar 3.2 Tipografi .............................................................................
28
Gambar 3.3 Warna .................................................................................
29
Gambar 3.4 Scale ...................................................................................
30
Gambar 3.5 Warna Wijaya Rotan ..........................................................
34
Gambar 3.6. Desain Layout Axial ..........................................................
35
Gambar 3.7. Desain Layout Grid ...........................................................
36
Gambar 3.8. Desain Layout Group ........................................................
36
Gambar 4.1 Kop Surat ...........................................................................
41
Gambar 4.2 Map .....................................................................................
42
Gambar 4.3 Nota ....................................................................................
43
Gambar 4.4 Kartu Nama ........................................................................
44
Gambar 4.5 ID Card ..............................................................................
45
Gambar 4.6 Amplop ...............................................................................
46
Gambar 4.7 Iklan Koran .........................................................................
47
Gambar 4.8 Iklan Majalah ......................................................................
48
Gambar 4.9 Name Board ........................................................................
49
Gambar 4.10 Spanduk ............................................................................
50
Gambar 4.11 Midiboard .........................................................................
51
Gambar 4.12 Brosur ..............................................................................
52
Gambar 4.13 Leaflet ...............................................................................
53
Gambar 4.14 Flyer ..................................................................................
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54
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perpustakaan.uns.ac.id
digilib.uns.ac.id
Gambar 4. 15 Handtag ...........................................................................
55
Gambar 4.16 Poster ................................................................................
56
Gambar 4.17 X-banner ...........................................................................
57
Gambar 4.18 Uniform ............................................................................
58
Gambar 4.19 Kaos ..................................................................................
59
Gambar 4.20 Kalender ...........................................................................
60
Gambar 4.21 Blocknote ..........................................................................
61
Gambar 4.22 Mug ...................................................................................
62
Gambar 4.23 Jam dinding ......................................................................
63
Gambar 4.24 Pin ....................................................................................
64
Gambar 4.25 Cutting Sticker ..................................................................
65
commit to user
xii
digilib.uns.ac.id
PENGANTAR KARYA TUGAS AKHIR
STRATEGI PERANCANGAN
PROMOSI WIJAYA ROTAN MELALUI
DESAIN KOMUNIKASI VISUAL
Diajukan sebagai syarat untuk menempuh Ujian Tugas Akhir Guna
Mencapai Gelar Ahli Madya
Diploma III Desain Komunikasi Visual
Oleh :
ANDITATAMA PUTRA
NIM. C9509013
PROGRAM STUDI DIII DESAIN KOMUNIKASI VISUAL
FAKULTAS SASTRA DAN SENI RUPA
UNIVERSITAS SEBELAS MARET
SURAKARTA
commit to user
2014
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
MOTTO
“Kegagalan adalah awal dari keberhasilan”
“Tetap berdoa dan berusaha,
Allah SWT selalu menentukan yang terbaik”
commit to user
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Tugas Akhir ini kupersembahkan:
Tuhan yang Maha Kuasa Allah SWT
Junjungan seluruh umat manusia, Nabi Muhammad SAW
Kedua Orang Tuaku yang selalu memberikan doa dan dukungannya
Seluruh keluarga yang selalu memberikan motivasi dan dorongan positif
Seluruh sahabat yang selalu memberikan dukungan
Sang Kekasih, Ratna Yulianacommit
yang selalu
ada dalam suka maupun duka
to user
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Puji syukur Alhamdulillah kehadirat Allah SWT yang telah melimpahkan
segala rahmat, hidayah serta karunia-Nya sehingga penulis dapat menyusun dan
menyelesaikan
sebuah
PERANCANGAN
karya
PROMOSI
tugas
akhir
WIJAYA
yang
ROTAN
berjudul
MELALUI
“SRATEGI
DESAIN
KOMUNIKASI VISUAL”.
Tugas Akhir ini disusun untuk memenuhi salah satu syarat yang wajib
dilaksanakan untuk memperoleh gelar Ahli Madya Diploma III program studi
DIII Desain Komunikasi Visual Fakultas Sastra dan Seni Rupa Universitas
Sebelas Maret Surakarta.
Penulis sadar bahwa apa yang telah diperoleh ini tidak semata-mata hasil dari
jerih payah penulis semata tetapi hasil dari keterlibatan berbagai pihak. Oleh
sebab itu diucapkan terima kasih yang sebesar-besarnya kepada yang terhormat :
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 Kepala Program Studi DIII Desain
Komunikasi Visual Fakultas Sastra dan Seni Rupa Universitas Sebelas Maret
Surakarta, sekaligus sebagai koordinator Tugas Akhir.
3. Drs. Mohamad Soeharto M.Sn, selaku Pembimbing I.
4. Salim Ahmadi, S.Pd, selaku Pembimbing II.
5. Keluarga tercinta yang selalu memberikan dukungan moral maupun materiil.
6. Keluarga besar DIII Desain Komunikasi Visual Fakultas Sastra dan Seni
Rupa Universitas Sebelas Maret
Surakarta.
commit
to user
vi
perpustakaan.uns.ac.id
digilib.uns.ac.id
7. Bp.Suyamto, selaku pemilik perusahaan kerajinan Wijaya Rotan.
8. Semua pihak yang tidak bisa disebutkan satu persatu oleh penulis sehingga
Tugas Akhir ini dapat terselesaikan.
Penulis menyadari bahwa penyusunan laporan ini masih banyak
kekurangan dan jauh dari kesempurnaan. Oleh sebab itu, kritik dan saran akan
diterima dengan tangan terbuka agar lebih maju dan ke depannya bisa lebih
diterima dan bermanfaat bagi kita semua, amin.
Surakarta,
Juni 2014
Penulis
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
HALAMAN JUDUL .....................................................................................
i
HALAMAN PERSETUJUAN .....................................................................
ii
HALAMAN PENGESAHAN .......................................................................
iii
HALAMAN MOTTO ...................................................................................
iv
HALAMAN PERSEMBAHAN ...................................................................
v
KATA PENGANTAR ...................................................................................
vi
DAFTAR ISI ..................................................................................................
viii
DAFTAR GAMBAR ......................................................................................
xi
BAB I PENDAHULUAN ..............................................................................
1
A. Latar Belakang Masalah ......................................................................
1
B. Rumusan Masalah ...............................................................................
3
C. Tujuan Perancangan .............................................................................
3
BAB II IDENTIFIKASI DATA ....................................................................
4
A. Data Produk .........................................................................................
4
1. Sejarah Perusahaan ........................................................................
4
2. Data Produk .....................................................................................
5
3. Data Pemasaran ...............................................................................
9
4. Promosi yang Pernah Dilakukan ......................................................
10
B. Target ....................................................................................................
10
1. Target Market .................................................................................
10
2. Target Audience .............................................................................
11
3. Target Karya....................................................................................
12
C. Kompetitor............................................................................................
16
1. Kerajinan UD.Walidi Rotan ..........................................................
17
2. Kerajinan Rahayu Rotan ...............................................................
19
D. USP (Unique Selling Preposition) .......................................................
commit to user
E. Positioning ...........................................................................................
22
viii
22
perpustakaan.uns.ac.id
digilib.uns.ac.id
BAB III KONSEP PERANCANGAN .........................................................
24
A. Konsep Karya ......................................................................................
24
1. Strategi Kreatif ...............................................................................
25
2. USP (Unique Selling Preposition) ..................................................
25
B. Konsep Perancangan ............................................................................
26
1. Konsep Komunikasi Visual ............................................................
26
2. Konsep Komunikasi Verbal ............................................................
37
BAB IV VISUALISASI KARYA .................................................................
40
A. Stationery .............................................................................................
41
1. Kop Surat .......................................................................................
41
2. Map ................................................................................................
42
3. Nota .................................................................................................
43
4. Kartu Nama .....................................................................................
44
5. Id Card ............................................................................................
45
6. Amplop............................................................................................
46
B. Media Lini Atas (Above The Line) .......................................................
47
1. Iklan Koran .....................................................................................
47
2. Iklan Majalah ..................................................................................
48
3 Name Board ....................................................................................
49
4. Spanduk ...........................................................................................
50
5. Midiboard........................................................................................
51
C. Media Lini Bawah (Below The Line) ..................................................
52
1. Brosur .............................................................................................
52
2. Leaflet..............................................................................................
53
3 Flyer ................................................................................................
54
4. Handtag ...........................................................................................
55
5. Poster ...............................................................................................
56
6. X-Banner .........................................................................................
57
7. Uniform ...........................................................................................
commit to user
58
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
D. Marchendise & Souvenir ......................................................................
59
1. Kaos ...............................................................................................
59
2. Kalender ..........................................................................................
60
3 Blocknote .........................................................................................
61
4. Mug .................................................................................................
62
5. Jam Dinding ....................................................................................
63
6. Pin ...................................................................................................
64
7. Cutting Sticker.................................................................................
65
BAB V PENUTUP .........................................................................................
66
A. Kesimpulan .........................................................................................
66
B. Saran ....................................................................................................
67
DAFTAR PUSTAKA
LAMPIRAN
commit to user
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perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Gambar 2.1 Logo ..................................................................................
17
Gambar 2.2 Kartu Nama ........................................................................
18
Gambar 2.3 Brosur .................................................................................
18
Gambar 2.4 Logo ..................................................................................
20
Gambar 2.5 Kartu Nama ........................................................................
20
Gambar 2.6 Brosur .................................................................................
20
Gambar 2.7 Kartu Ucapan ......................................................................
21
Gambar 3.1 Grid .....................................................................................
28
Gambar 3.2 Tipografi .............................................................................
28
Gambar 3.3 Warna .................................................................................
29
Gambar 3.4 Scale ...................................................................................
30
Gambar 3.5 Warna Wijaya Rotan ..........................................................
34
Gambar 3.6. Desain Layout Axial ..........................................................
35
Gambar 3.7. Desain Layout Grid ...........................................................
36
Gambar 3.8. Desain Layout Group ........................................................
36
Gambar 4.1 Kop Surat ...........................................................................
41
Gambar 4.2 Map .....................................................................................
42
Gambar 4.3 Nota ....................................................................................
43
Gambar 4.4 Kartu Nama ........................................................................
44
Gambar 4.5 ID Card ..............................................................................
45
Gambar 4.6 Amplop ...............................................................................
46
Gambar 4.7 Iklan Koran .........................................................................
47
Gambar 4.8 Iklan Majalah ......................................................................
48
Gambar 4.9 Name Board ........................................................................
49
Gambar 4.10 Spanduk ............................................................................
50
Gambar 4.11 Midiboard .........................................................................
51
Gambar 4.12 Brosur ..............................................................................
52
Gambar 4.13 Leaflet ...............................................................................
53
Gambar 4.14 Flyer ..................................................................................
commit to user
54
xi
perpustakaan.uns.ac.id
digilib.uns.ac.id
Gambar 4. 15 Handtag ...........................................................................
55
Gambar 4.16 Poster ................................................................................
56
Gambar 4.17 X-banner ...........................................................................
57
Gambar 4.18 Uniform ............................................................................
58
Gambar 4.19 Kaos ..................................................................................
59
Gambar 4.20 Kalender ...........................................................................
60
Gambar 4.21 Blocknote ..........................................................................
61
Gambar 4.22 Mug ...................................................................................
62
Gambar 4.23 Jam dinding ......................................................................
63
Gambar 4.24 Pin ....................................................................................
64
Gambar 4.25 Cutting Sticker ..................................................................
65
commit to user
xii