PERANCANGAN VISUAL BRANDING DAN PROMOSI DISTRO MUSLIM DZIKRO DI KOTA SOLO.
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PERANCANGAN VISUAL BRANDING DAN
PROMOSI DISTRO MUSLIM DZIKRO
DI KOTA SOLO
Disusun Sebagai Pemenuhan Tugas dalam
Mata Kuliah Kolokium
Disusun Oleh :
Dedy Prayoga
C0710025
JURUSAN DESAIN KOMUKASI VISUAL
FAKULTAS SASTRA DAN SENI RUPA
UNIVERSITAS SEBELAS MARET
SURAKARTA
2015
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HALAMAN MOTTO
Sampaikanlah dariku walau hanya satu ayat.
( H.R. Bukhari )
Dakwah tak harus lewat ceramah, karena dakwah bukan hanya tugas pak kyai.
( Rendra Visual )
Bergunalah bagi orang lain sekecil apapun itu.
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HALAMAN PERSEMBAHAN
Karya ini penulis persembahkan kepada
Kedua orang tua tercinta yang tiada hentinya mendoakan
dan memberikan semangat baik moril maupun materiil.
Juga segenap keluarga yang selalu memberi dukungan dan semangat.
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KATA PENGANTAR
Puji syukur kehadirat Allah SWT yang telah memberikan rahmat dan
hidayah kepada penulis, sehingga penulis dapat menyusun dan menyelesaikan
Tugas Akhir ini guna memenuhi persyaratan untuk mencapai gelar Sarjana Seni
Rupa Jurusan Desain Komunikasi Visual Universitas Sebelas Maret Surakarta.
Dalam penyusunan Tugas Akhir ini tentunya tidak lepas dari bimbingan,
bantuan, dorongan dari berbagai pihak. Oleh karena itu, penulis mengucapkan
terima kasih kepada :
1. Drs. Riyadi Santosa, M.Ed, Ph.D. selaku Dekan Fakultas Sastra dan Seni
Rupa Universitas Sebelas Maret Surakarta
2. Drs. Mohamad Suharto M.Sn. selaku Ketua Jurusan Desain Komunikasi
Visual
3. Drs. Ahmad Adib, M.Hum., Ph.D. selaku koordinator tugas akhir dan dosen
pembimbing I Tugas Akhir.
4. Arief Imam Santoso S.Sn Selaku pembimbing akademik
5. Ercilia Rini Octavia, S.Sn M.Sn, Selaku dosen pembimbing II Tugas Akhir.
6. Dosen dan staf serta teman-teman di Jurusan Desain Komunikasi Visual.
7. Seluruh staf di Lembaga Studi Desain ( LeStuDe )
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8.
Dan Seluruh pihak yang telah banyak membantu dalam pengerjaan Tugas
Akhir ini, yang tidak bisa disebutkan satu persatu.
Penulis berharap perancangan ini berguna dan bermanfaat, walaupun masih
banyak kekurangan yang harus diperbaiki. Atas saran dan kritik pembaca penulis
ucapkan terimakasih.
Surakarta, Desember 2014
Penulis
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DAFTAR ISI
LEMBAR JUDUL ........................................................................................................
i
LEMBAR PERSETUJUAN ........................................................................................
ii
LEMBAR PENGESAHAN .........................................................................................
iii
LEMBAR PERSEMBAHAN ....................................................................................... iv
LEMBAR MOTTO .......................................................................................................
v
KATA PENGANTAR .................................................................................................. vi
DAFTAR ISI ................................................................................................................ viii
DAFTAR GAMBAR ................................................................................................... xii
DAFTAR TABEL ....................................................................................................... xiii
DAFTAR BAGAN ....................................................................................................
xiv
ABSTRAK ................................................................................................................... xv
BAB I PENDAHULUAN ........................................................................................... 1
A. Latar Belakang ....................................................................................... 1
B. Perumusan Masalah ............................................................................... 3
C. Tujuan Perancangan .............................................................................. 3
D. Metode Penelitian .................................................................................. 3
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BAB II KAJIAN TEORI .............................................................................................. 6
viii
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A. Perancangan ........................................................................................... 6
B. Visual Branding ..................................................................................... 7
C. Promosi .................................................................................................. 8
D. Tinjauan Desain Komunikasi Visual ..................................................... 14
E. Distro ..................................................................................................... 21
F. Fenomena Busana Muslim .................................................................... 22
G. Tinjauan Tentang Remaja ...................................................................... 31
BAB III IDENTIFIKASI DATA ................................................................................. 38
A. Distro Muslim Dzikro ............................................................................ 38
B. Visi dan Misi ......................................................................................... 39
C. Sistem Kerja .......................................................................................... 40
D. Produk yang Ditawarkan ....................................................................... 42
E. Konsumen .............................................................................................. 44
F. Pemasaran .............................................................................................. 45
G. Promosi .................................................................................................. 45
H. LeStuDe sebagai Lembaga Penaung Distro Muslim Dzikro ................. 46
I.
Target Audience ..................................................................................... 48
J.
Kompetitor ............................................................................................. 54
K. Analisa SWOT ....................................................................................... 59
BAB IV KONSEP PEMIKIRAN DESAIN ................................................................. 64
A. Metode Perancangan ............................................................................. 64
B. Konsep Kreatif ....................................................................................... 65
C. Konsep Karya ........................................................................................ 68
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D. Pemilihan Media .................................................................................... 81
E. Prediksi Biaya ........................................................................................ 88
BAB V VISUALISASI ................................................................................................ 91
A. MEDIA UTAMA ................................................................................. 91
1. Website ............................................................................................ 91
2. Facebook dan Twitter ...................................................................... 92
3. Katalog ............................................................................................ 93
4. Iklan Koran ...................................................................................... 94
5. Iklan Majalah ................................................................................... 95
6. Spanduk ........................................................................................... 96
7. Poster ............................................................................................... 97
8. Mobil Branding ............................................................................... 98
9. Showroom ....................................................................................... 99
10. Window Display ............................................................................ 100
11. Dealer Help ................................................................................... 101
12. Signage .......................................................................................... 102
13. Standing Display ........................................................................... 103
14. X-banner ........................................................................................ 104
B. MEDIA PENDUKUNG ...................................................................... 105
1. Nameboard .................................................................................... 105
2. Folder ............................................................................................. 106
3. Kotak dispenser ............................................................................. 107
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4. Trafic ad ........................................................................................ 108
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5. Paper bag ...................................................................................... 109
6. Uniform .......................................................................................... 110
7. Merchandise .................................................................................. 111
a). Stiker ........................................................................................ 111
b). Tote bag .................................................................................... 112
c). Pin ............................................................................................. 113
d). Mug .......................................................................................... 114
e). Gantungan Kunci ...................................................................... 115
8. Flyer ............................................................................................... 116
9. Label .............................................................................................. 117
10. Stationary ...................................................................................... 118
a). Kop Surat .................................................................................. 118
b). Amplop ..................................................................................... 119
c). Kartu Nama .............................................................................. 120
d). Nota .......................................................................................... 121
BAB VI KESIMPULAN ............................................................................................ 122
DAFTAR PUSTAKA
LAMPIRAN
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5. Paper bagDAFTAR
......................................................................................
109
GAMBAR
Gambar 1 Busana muslim untuk laki-laki ......................................................................... 29
Gambar 2 Busana muslim untuk perempuan ................................................................ 30
Gambar 3 Fenomena jilbab gaul ................................................................................... 31
Gambar 4 Ilustrasi rancangan desain kaos .................................................................... 43
Gambar 5 Ilustrasi rancangan desain jaket .................................................................... 43
Gambar 6 Ilustrasi rancangan desain tas ....................................................................... 44
Gambar 7 Ilustrasi rancangan desain topi ..................................................................... 44
Gambar 8 Contoh Desain Kaos ..................................................................................... 53
Gambar 9 Contoh Desain Kaos ..................................................................................... 53
Gambar 10 Logo Rafa Muslim Fashion ....................................................................... 54
Gambar 11 Desain kaos Rafa ........................................................................................ 55
Gambar 12 Desain kaos Rafa ....................................................................................... 56
Gambar 13 Baju Gamis ................................................................................................ 56
Gambar 14 Ilustrasi Celana Combat Cargo ................................................................. 56
Gambar 15 Ilustrasi topi ............................................................................................... 57
Gambar 16 Logo Poobiz .............................................................................................. 57
Gambar 17 Desain kaos ............................................................................................... 58
Gambar 18 Desain Jaket ............................................................................................... 59
Gambar 19 Desain Tas ................................................................................................. 59
Gambar 20 Contoh Gaya Layout .................................................................................. 77
Gambar 21 Contoh Gaya Layout .................................................................................. 77
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DAFTAR TABEL
Analisis SWOT ............................................................................................................ 63
Prediksi Biaya .............................................................................................................. 89
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DAFTAR BAGAN
Bagan 1 Kerangka Pikir Perancangan Visual Branding dan Promosi Distro
Dzikro ...........................................................................................................................
1
Bagan 2 Quisioner ...................................................................................................... 49
Bagan 3 Quisioner ...................................................................................................... 50
Bagan 4 Quisioner ...................................................................................................... 50
Bagan 5 Quisioner ...................................................................................................... 51
Bagan 6 Quisioner ...................................................................................................... 52
Bagan 7 Quisioner ......................................................................................................... 53
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perpustakaan.uns.ac.id
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Perancangan Visual Branding dan Promosi
Distro Muslim
Dzikro
di Kota Solo
DAFTAR
BAGAN
Dedy Prayoga1
Drs. Ahmad Adib, M.Hum,Ph.D2
Ercilia Rini Octavia, S.Sn M.Sn3
ABSTRAK
Dedy Prayoga. 2014. Pengantar karya Tugas Akhir ini berjudul
Perancangan Visual Branding dan Promosi Distro Muslim Dzikro di
Kota Solo. Adapun permasalahan yang dikaji adalah bagaimana
merancang visual branding yang tepat dan promosi untuk
mengenalkan Distro Dzikro di Kota Solo. Tujuan utama dari
perancangan ini adalah merancang visual branding dan promosi agar
target audiens aware akan eksistensi dari Distro Dzikro. Maka dari itu
diperlukan perancangan visual branding dan strategi promosi yang
tepat untuk mempresentasikan Distro Dzikro sebagai distro busana
bersyariat islam. Karena masih jarangnya distro bertemakan islami di
daerah Solo, diharapkan Distro Dzikro mampu bereksistensi dalam
usahanya, juga menjadi sarana dakwah terhadap remaja muslim di
Kota Solo.
1
Mahasiswa jurusan Desain Komunikasi
Visual
Fakultas Sastra dan Seni Rupa
commit
to user
Universitas Sebelas Maret Surakarta dengan NIM C0710025
2
Dosen Pembimbing 1
3
Dosen Pembimbing 2
xv
perpustakaan.uns.ac.id
digilib.uns.ac.id
Design of Visual Branding and Promotion of
Distro Moslem Dzikro in Solo
Dedy Prayoga1
Drs. Ahmad Adib, M.Hum,Ph.D2
Ercilia Rini Octavia, S.Sn M.Sn3
ABSTRAK
Dedy Prayoga. 2014. This final project is entitled “Design of Visual
Branding an Promotion of Distro Moslem Dzikro in Solo”. The problems
studied are how to design the appropriate visual branding and to promote
or introduce Distro Moslem Dzikro in Solo. The main objectives of this
design are designing the visual branding dan promotion Distro Moslem
Dzikro to the targets in order to make them know the existence of Distro
Moslem Dzikro. Therefore, the appropriate visual branding design and
promotion strategy are necessary to present Distro Dzikro as the Islamic
fashion shop. Due to the scarcity of Islamic fashion shop in Solo, Distro
Dzikro is expected be able to be successful shop on its efforts and also be
the medium of missionary endeavor to adolescent Moslems in Solo.
1
Student of Communication and Visual Design, faculty of letters and fine arts Sebelas
Maret University NIM C0710025
2
Preceptor Lecturer 1
3
Preceptor Lecturer 2
commit to user
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digilib.uns.ac.id
PERANCANGAN VISUAL BRANDING DAN
PROMOSI DISTRO MUSLIM DZIKRO
DI KOTA SOLO
Disusun Sebagai Pemenuhan Tugas dalam
Mata Kuliah Kolokium
Disusun Oleh :
Dedy Prayoga
C0710025
JURUSAN DESAIN KOMUKASI VISUAL
FAKULTAS SASTRA DAN SENI RUPA
UNIVERSITAS SEBELAS MARET
SURAKARTA
2015
commit
to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
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commit to user
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HALAMAN MOTTO
Sampaikanlah dariku walau hanya satu ayat.
( H.R. Bukhari )
Dakwah tak harus lewat ceramah, karena dakwah bukan hanya tugas pak kyai.
( Rendra Visual )
Bergunalah bagi orang lain sekecil apapun itu.
commit to user
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
HALAMAN PERSEMBAHAN
Karya ini penulis persembahkan kepada
Kedua orang tua tercinta yang tiada hentinya mendoakan
dan memberikan semangat baik moril maupun materiil.
Juga segenap keluarga yang selalu memberi dukungan dan semangat.
commit to user
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Puji syukur kehadirat Allah SWT yang telah memberikan rahmat dan
hidayah kepada penulis, sehingga penulis dapat menyusun dan menyelesaikan
Tugas Akhir ini guna memenuhi persyaratan untuk mencapai gelar Sarjana Seni
Rupa Jurusan Desain Komunikasi Visual Universitas Sebelas Maret Surakarta.
Dalam penyusunan Tugas Akhir ini tentunya tidak lepas dari bimbingan,
bantuan, dorongan dari berbagai pihak. Oleh karena itu, penulis mengucapkan
terima kasih kepada :
1. Drs. Riyadi Santosa, M.Ed, Ph.D. selaku Dekan Fakultas Sastra dan Seni
Rupa Universitas Sebelas Maret Surakarta
2. Drs. Mohamad Suharto M.Sn. selaku Ketua Jurusan Desain Komunikasi
Visual
3. Drs. Ahmad Adib, M.Hum., Ph.D. selaku koordinator tugas akhir dan dosen
pembimbing I Tugas Akhir.
4. Arief Imam Santoso S.Sn Selaku pembimbing akademik
5. Ercilia Rini Octavia, S.Sn M.Sn, Selaku dosen pembimbing II Tugas Akhir.
6. Dosen dan staf serta teman-teman di Jurusan Desain Komunikasi Visual.
7. Seluruh staf di Lembaga Studi Desain ( LeStuDe )
commit to user
vi
vii
digilib.uns.ac.id
perpustakaan.uns.ac.id
8.
Dan Seluruh pihak yang telah banyak membantu dalam pengerjaan Tugas
Akhir ini, yang tidak bisa disebutkan satu persatu.
Penulis berharap perancangan ini berguna dan bermanfaat, walaupun masih
banyak kekurangan yang harus diperbaiki. Atas saran dan kritik pembaca penulis
ucapkan terimakasih.
Surakarta, Desember 2014
Penulis
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
LEMBAR JUDUL ........................................................................................................
i
LEMBAR PERSETUJUAN ........................................................................................
ii
LEMBAR PENGESAHAN .........................................................................................
iii
LEMBAR PERSEMBAHAN ....................................................................................... iv
LEMBAR MOTTO .......................................................................................................
v
KATA PENGANTAR .................................................................................................. vi
DAFTAR ISI ................................................................................................................ viii
DAFTAR GAMBAR ................................................................................................... xii
DAFTAR TABEL ....................................................................................................... xiii
DAFTAR BAGAN ....................................................................................................
xiv
ABSTRAK ................................................................................................................... xv
BAB I PENDAHULUAN ........................................................................................... 1
A. Latar Belakang ....................................................................................... 1
B. Perumusan Masalah ............................................................................... 3
C. Tujuan Perancangan .............................................................................. 3
D. Metode Penelitian .................................................................................. 3
commit to user
BAB II KAJIAN TEORI .............................................................................................. 6
viii
perpustakaan.uns.ac.id
digilib.uns.ac.id
A. Perancangan ........................................................................................... 6
B. Visual Branding ..................................................................................... 7
C. Promosi .................................................................................................. 8
D. Tinjauan Desain Komunikasi Visual ..................................................... 14
E. Distro ..................................................................................................... 21
F. Fenomena Busana Muslim .................................................................... 22
G. Tinjauan Tentang Remaja ...................................................................... 31
BAB III IDENTIFIKASI DATA ................................................................................. 38
A. Distro Muslim Dzikro ............................................................................ 38
B. Visi dan Misi ......................................................................................... 39
C. Sistem Kerja .......................................................................................... 40
D. Produk yang Ditawarkan ....................................................................... 42
E. Konsumen .............................................................................................. 44
F. Pemasaran .............................................................................................. 45
G. Promosi .................................................................................................. 45
H. LeStuDe sebagai Lembaga Penaung Distro Muslim Dzikro ................. 46
I.
Target Audience ..................................................................................... 48
J.
Kompetitor ............................................................................................. 54
K. Analisa SWOT ....................................................................................... 59
BAB IV KONSEP PEMIKIRAN DESAIN ................................................................. 64
A. Metode Perancangan ............................................................................. 64
B. Konsep Kreatif ....................................................................................... 65
C. Konsep Karya ........................................................................................ 68
commit to user
ix
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D. Pemilihan Media .................................................................................... 81
E. Prediksi Biaya ........................................................................................ 88
BAB V VISUALISASI ................................................................................................ 91
A. MEDIA UTAMA ................................................................................. 91
1. Website ............................................................................................ 91
2. Facebook dan Twitter ...................................................................... 92
3. Katalog ............................................................................................ 93
4. Iklan Koran ...................................................................................... 94
5. Iklan Majalah ................................................................................... 95
6. Spanduk ........................................................................................... 96
7. Poster ............................................................................................... 97
8. Mobil Branding ............................................................................... 98
9. Showroom ....................................................................................... 99
10. Window Display ............................................................................ 100
11. Dealer Help ................................................................................... 101
12. Signage .......................................................................................... 102
13. Standing Display ........................................................................... 103
14. X-banner ........................................................................................ 104
B. MEDIA PENDUKUNG ...................................................................... 105
1. Nameboard .................................................................................... 105
2. Folder ............................................................................................. 106
3. Kotak dispenser ............................................................................. 107
commit to user
4. Trafic ad ........................................................................................ 108
x
perpustakaan.uns.ac.id
digilib.uns.ac.id
5. Paper bag ...................................................................................... 109
6. Uniform .......................................................................................... 110
7. Merchandise .................................................................................. 111
a). Stiker ........................................................................................ 111
b). Tote bag .................................................................................... 112
c). Pin ............................................................................................. 113
d). Mug .......................................................................................... 114
e). Gantungan Kunci ...................................................................... 115
8. Flyer ............................................................................................... 116
9. Label .............................................................................................. 117
10. Stationary ...................................................................................... 118
a). Kop Surat .................................................................................. 118
b). Amplop ..................................................................................... 119
c). Kartu Nama .............................................................................. 120
d). Nota .......................................................................................... 121
BAB VI KESIMPULAN ............................................................................................ 122
DAFTAR PUSTAKA
LAMPIRAN
commit to user
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5. Paper bagDAFTAR
......................................................................................
109
GAMBAR
Gambar 1 Busana muslim untuk laki-laki ......................................................................... 29
Gambar 2 Busana muslim untuk perempuan ................................................................ 30
Gambar 3 Fenomena jilbab gaul ................................................................................... 31
Gambar 4 Ilustrasi rancangan desain kaos .................................................................... 43
Gambar 5 Ilustrasi rancangan desain jaket .................................................................... 43
Gambar 6 Ilustrasi rancangan desain tas ....................................................................... 44
Gambar 7 Ilustrasi rancangan desain topi ..................................................................... 44
Gambar 8 Contoh Desain Kaos ..................................................................................... 53
Gambar 9 Contoh Desain Kaos ..................................................................................... 53
Gambar 10 Logo Rafa Muslim Fashion ....................................................................... 54
Gambar 11 Desain kaos Rafa ........................................................................................ 55
Gambar 12 Desain kaos Rafa ....................................................................................... 56
Gambar 13 Baju Gamis ................................................................................................ 56
Gambar 14 Ilustrasi Celana Combat Cargo ................................................................. 56
Gambar 15 Ilustrasi topi ............................................................................................... 57
Gambar 16 Logo Poobiz .............................................................................................. 57
Gambar 17 Desain kaos ............................................................................................... 58
Gambar 18 Desain Jaket ............................................................................................... 59
Gambar 19 Desain Tas ................................................................................................. 59
Gambar 20 Contoh Gaya Layout .................................................................................. 77
Gambar 21 Contoh Gaya Layout .................................................................................. 77
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digilib.uns.ac.id
DAFTAR TABEL
Analisis SWOT ............................................................................................................ 63
Prediksi Biaya .............................................................................................................. 89
commit to user
xiii
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR BAGAN
Bagan 1 Kerangka Pikir Perancangan Visual Branding dan Promosi Distro
Dzikro ...........................................................................................................................
1
Bagan 2 Quisioner ...................................................................................................... 49
Bagan 3 Quisioner ...................................................................................................... 50
Bagan 4 Quisioner ...................................................................................................... 50
Bagan 5 Quisioner ...................................................................................................... 51
Bagan 6 Quisioner ...................................................................................................... 52
Bagan 7 Quisioner ......................................................................................................... 53
commit to user
xiv
perpustakaan.uns.ac.id
digilib.uns.ac.id
Perancangan Visual Branding dan Promosi
Distro Muslim
Dzikro
di Kota Solo
DAFTAR
BAGAN
Dedy Prayoga1
Drs. Ahmad Adib, M.Hum,Ph.D2
Ercilia Rini Octavia, S.Sn M.Sn3
ABSTRAK
Dedy Prayoga. 2014. Pengantar karya Tugas Akhir ini berjudul
Perancangan Visual Branding dan Promosi Distro Muslim Dzikro di
Kota Solo. Adapun permasalahan yang dikaji adalah bagaimana
merancang visual branding yang tepat dan promosi untuk
mengenalkan Distro Dzikro di Kota Solo. Tujuan utama dari
perancangan ini adalah merancang visual branding dan promosi agar
target audiens aware akan eksistensi dari Distro Dzikro. Maka dari itu
diperlukan perancangan visual branding dan strategi promosi yang
tepat untuk mempresentasikan Distro Dzikro sebagai distro busana
bersyariat islam. Karena masih jarangnya distro bertemakan islami di
daerah Solo, diharapkan Distro Dzikro mampu bereksistensi dalam
usahanya, juga menjadi sarana dakwah terhadap remaja muslim di
Kota Solo.
1
Mahasiswa jurusan Desain Komunikasi
Visual
Fakultas Sastra dan Seni Rupa
commit
to user
Universitas Sebelas Maret Surakarta dengan NIM C0710025
2
Dosen Pembimbing 1
3
Dosen Pembimbing 2
xv
perpustakaan.uns.ac.id
digilib.uns.ac.id
Design of Visual Branding and Promotion of
Distro Moslem Dzikro in Solo
Dedy Prayoga1
Drs. Ahmad Adib, M.Hum,Ph.D2
Ercilia Rini Octavia, S.Sn M.Sn3
ABSTRAK
Dedy Prayoga. 2014. This final project is entitled “Design of Visual
Branding an Promotion of Distro Moslem Dzikro in Solo”. The problems
studied are how to design the appropriate visual branding and to promote
or introduce Distro Moslem Dzikro in Solo. The main objectives of this
design are designing the visual branding dan promotion Distro Moslem
Dzikro to the targets in order to make them know the existence of Distro
Moslem Dzikro. Therefore, the appropriate visual branding design and
promotion strategy are necessary to present Distro Dzikro as the Islamic
fashion shop. Due to the scarcity of Islamic fashion shop in Solo, Distro
Dzikro is expected be able to be successful shop on its efforts and also be
the medium of missionary endeavor to adolescent Moslems in Solo.
1
Student of Communication and Visual Design, faculty of letters and fine arts Sebelas
Maret University NIM C0710025
2
Preceptor Lecturer 1
3
Preceptor Lecturer 2
commit to user
xvi