DAFTAR ISI
LEMBAR DEDIKASI LEMBAR PERNYATAAN LEMBAR PENGESAHAN LEMBAR PERSIDANGAN ABSTRAK ABSTRACT KATA PENGANTAR UCAPAN TERIMA KASIH DAFTAR ISI DAFTAR GAMBAR DAFTAR TABEL DAFTAR DIAGRAM DAFTAR LAMPIRAN LEMBAR UNTAIAN KATA SPESIAL
BAB I PENDAHULUAN 1.1
Latar Belakang Masalah
1.2
Perumusan Dan Pembatasan Masalah
1.3
1.4
............................................................................
1
.........................................................
3
1.2.1 Perumusan Masalah
........................................................................
3
1.2.2 Pembatasan Masalah
........................................................................
3
....................................................................................
4
1.3.1 Maksud
…….....................................................................................
4
1.3.2 Tujuan
…….....................................................................................
4
Maksud Dan Tujuan
Manfaat Tugas Akhir Terminasi
.................................................................
5
1.4.1 Manfaat Eksternal ……….................................................................
5
1.4.2 Manfaat Internal
5
...…….................................................................. vii
1.5
Pemberi Tugas
….........................................................................................
1.6
Sistematika Penulisan
5
..................................................................................
6
..........................................................................................
9
BAB II ANALISA MASALAH 2.1
Tinjauan Teori 2.1.1
2.1.2
2.1.3
Teori Branding
2.1.7
.............................................. 10
Jenis Branding
2.1.1.2
Fungsi Branding
2.1.1.3
Tahapan Branding
..................................................... 14
2.1.1.4
Jenis Branding
..................................................... 15
.............…............................... 13
............................................................. 22
Teori Pengembangan Pesan 2.1.2.1
Strategi Pesan
………………………..................... 22
2.1.2.2
Teori Copywriting
………………….............................. 33
Teori Fotografi
..................................................................... 37
Fotografi Berdasarkan Teknik
Teori Persepsi Visual
........................................... 37
.......................................................................
2.1.5 Teori Desain Grafis
2.1.6
9
2.1.1.1
2.1.4.1 2.1.4
...............................................................................
40
……………………………………..... 44
2.1.5.1
Penekanan
.................................................................. 44
2.1.5.2
Kesatuan
.................................................................. 45
2.1.5.3
Keseimbangan
.................................................................. 46
2.1.5.4
Irama
.................................................................. 46
Teori Visual
………………………………………....... 47
2.1.6.1
Bentuk
……………………………………………. 47
2.1.6.2
Gaya Visual
…………………………………………….. 49
2.1.6.3
Bahasa Visual
…………………………………………… 53
2.1.6.4
Gaya Gambar
…………………………………………… 60
2.1.6.5
Warna
…………………………………………… 63
2.1.6.6
Tipografi
…………………………………………… 72
2.1.6.7
Grid System
…………………………………………… 75
2.1.6.8
Layout
…………………………………………… 77
Teori Produksi Cetak
................................................................... 84 viii
2.1.7.1
Jenis Cetak
................................................................
84
2.2
Kerangka Pemikiran
......................................................................................
89
2.3
Kerangka Kerja
......................................................................................
92
BAB III PEMECAHAN MASALAH 3.1
Metode Penelitian Masalah
.................................................................... 95
3.2
Teknik Pengumpulan Data
.................................................................... 95
3.3
Intrumen Penelitian
3.4
Tinjauan Masalah
................................................................................
96
.................................................................... 97
3.4.1 Sejarah Organisasi
............................................................ 97
3.4.2 Visi Misi Organisasi
....................................................... 98
3.4.3 Analisis SWOT
.............................................................. 98
3.4.3.1
Uraian SWOT
3.4.3.2
Matriks SWOT
3.4.3.3
Kesimpulan SWOT
3.4.3.2
Prioritas Strategi
3.4.4
Analisis STP
3.4.5
Analisis Marketing Mix
...............................................................
98
.............................................................. 99 ........................................................ 101 ............................................................ 101 .............................................................. 101 ......................................................... 103
BAB IV PEMECAHAN MASALAH 4.1
Mind Mapping
......................................................................... 109
4.2
Strategi Pemecahan Masalah
…………………………………………… 110
4.2.1
Strategi Pendekatan Visual
………………………………… 110
4.2.2
Strategi Komunikasi
………………………………… 110
4.2.2.1
Strategi Pesan
………………………………… 110
4.2.2.2
Copywriting
………………………………… 111
4.2.3 Strategi Pemilihan Media 4.3
………………………………… 114
Teknik Pengerjaan Visual
......................................................................... 117
4.3.1 Thumbnail Sketch
......................................................................... 118
4.3.2 Rough Layout
......................................................................... 118
4.4.4 Semicomp
......................................................................... 119
4.3.4 Comprehensive
......................................................................... 119 ix
4.3.5 Mechanicals 4.4
Konsep Visual
......................................................................... 120 ......................................................................................... 121
4.4.1 Gaya Visual
................................................................................ 121
4.4.2 BahasaFiguratif
4.5
........................................................................... 122
4.4.3 Gaya Gambar
.............................................................................. 122
4.4.4 Bentuk Visual
........................................................................ 123
4.4.5 Konsep Warna
............................................................... 123
4.4.6 Konsep Tipografi
............................................................... 125
4.4.7 Elemen Estetis
............................................................... 127
Rencana Penempatan Media
............................................... 127
BAB V RINCIAN TUGAS 5.1
CakupanTeknisPengerjaandan Visual
5.2
Hasil Visual
....................................................
129
.............................................................................. 134
DAFTAR PUSTAKA DAFTAR ISTILAH INDEKS LEMBAR LAMPIRAN-LAMPIRAN LEMBAR ASISTENSI PEMBIMBING LEMBAR ASISTENSI CO-PEMBIMBING LEMBAR KONSULTASI LEMBAR NARASUMBER SURAT PENGANTAR PROYEK AKHIR GRAFIS SURAT PENERIMA DARI PEMBERI TUGAS SURAT KETERANGAN DARI PEMBERI TUGAS UCAPAN TERIMA KASIH KHUSUS LEMBAR PERSETUJUAN REVISI BIOGRAFI/CURRICULUM VITAE
x
DAFTAR GAMBAR
1.1
Foto Salah Satu Produk Kuliner Kiki Koekie
.................................. 6
2.1
Contoh Product Branding
2.2
Contoh Personal Branding
2.3
Contoh Corporate Branding
2.4
Contoh Geographic Branding
.............................................................................. 12
2.5
Contoh Cultural Branding
.............................................................................. 12
2.6
Contoh Media Above The Line .............................................................................. 16
2.7
Contoh Flyer
2.8
Contoh Katalog
2.9
Contoh Kartu Ucapan
...................................................................................... 17
2.10
Contoh Merchandise
...................................................................................... 18
2.11
Contoh X-Banner
2.12
Contoh Tampilan Slide untuk Presentadi
2.13
Contoh Tampilan Website
2.14
Contoh Plang
...................................................................................... 20
2.15
Contoh Stand Pameran
...................................................................................... 20
2.16
Contoh Triangle Flag
..................................................................................... 21
2.17
Contoh Ambient Media
2.18
Contoh Promote Repetition Ads ............................................................................ 22
.................................................................................. 10 .............................................................................. 11 ......................................................................... 11
…………...................................................................... 16 ................................................................................... 17
................................................................................... 18 ........................................................... 19
................................................................................. 19
................................................................................. 21
2.19
Contoh Promote Slogan and Jingle Ads ................................................................ 23
2.20
Contoh Unique Selling Preposition
2.21
Contoh Reason-Why Ads
.................................................................................. 24
2.22
Contoh Hard Sell Ads
.................................................................................. 24
2.23
Contoh Comparasion Ads
.................................................................................. 25
2.24
Contoh Testimonial Ads
2.25
Contoh Demontration Ads
2.26
Contoh Infomercial Ads
2.27
Contoh Feel Good Ads
.................................................................................. 27
2.28
Contoh Humour Ads
.................................................................................. 28
2.29
Contoh Sex-appeal Ads
2.30
Contoh Fear-appeal Ads
2.31
Contoh Anxiety Ads
2.32
Contoh Social Anxiety Ads
2.33
Contoh Transformational Ads
2.34
Contoh Slice of Lice Ads
2.35
Contoh branded entertainment, product placement, short internet films, ............. 32
................................................................ 23
......................................................................... 25 ............................................................................. 26 ...................................................................................... 26
.............................................................................. 28 ................................................................................... 29 ...................................................................................... 30 .................................................................................. 30 ............................................................................. 31
...................................................................................... 31
madison & vines 2.36
Contoh Image Ads
................................................................................. 33
2.37
Contoh Fotografi Deph of Field
2.38
Contoh Fotografi Panning ..................................................................................... 38
2.39
Teknik Fotografi Slow and Stop Motion
.......................................................................... 38
………................................................... 39
2.40
Teknik Fotografi Zooming
........................................................................... 39
2.41
Teknik Fotografi Bulb
2.42
Contoh Closure
2.43
Contoh Similarity
........................................................................... 41
2.44
Contoh Proximity
...................................................................................... 42
2.45
Contoh Continuity
................................................................................. 43
2.46
Contoh Figure and Ground
2.47
Contoh Penekanan
....................................................................................... 45
2.48
Contoh Kesatuan
………........................................................................... 45
2.49
Contoh Keseimbangan
2.50
Contoh Irama
2.51
Bentuk 2 Dimensi
...................................................................................... 48
2.52
Bentuk 3 Dimensi
...................................................................................... 49
2.53
Contoh Ilustrasi
...................................................................................... 50
2.54
Contoh Fotografi
...................................................................................... 50
2.55
Contoh Tampilan Layout Simplicity
2.56
Contoh Desain Tipografi
...................................................................................... 52
2.57
Contoh Lettermark
...................................................................................... 52
2.58
Contoh Abstrak
2.59
Contoh Gambar Simile
2.60
Contoh Gambar Metafora
2.61
Contoh Gambar Personifikasi
.................................................................................. 40 .............................................................................. 41
.............................................................................. 43
……........................................................................... 46 .............................................................................. 47
……........................................................... 51
................................................................................... 53 ......................................................................... 54 ................................................................................... 54 .............................................................................. 55
2.62
Contoh Gambar Alegori
.............................................................................. 55
2.63
Contoh Gambar Alusi
2.64
Contoh Gambar Eponim
2.65
Contoh Gambar Metonimia
2.66
Contoh Gambar Sinestisia
.............................................................................. 57
2.67
Contoh Gambar Hiperbola
.................................................................................. 58
2.68
Contoh Gambar Simbolisme
2.69
Contoh Gambar Anthropomorphisme
2.70
Contoh Gambar Onomatopoeia ............................................................................. 59
2.71
Contoh Gambar Kartun
2.72
Contoh Gambar Semi Kartun
2.73
Contoh Gambar Realis
2.74
Contoh Gambar Fine Art
................................................................................. 62
2.75
Warna Primer
................................................................................. 63
2.76
Warna Sekunder
................................................................................. 64
2.77
Warna Tersier
................................................................................. 65
2.78
Proses Warna CMYK
2.79
Proses Warna RGB
................................................................................. 66
2.80
Prinsip Kerja Warna HLS
................................................................................. 68
2.81
Contoh Warna Khusus Pantone ............................................................................. 68
2.82
Contoh Warna Akromatik
................................................................................. 69
2.83
Contoh Warna Monokrom
............................................................................ 70
.................................................................... 56 ...................................................................................... 56 ………………................................................... 57
............................................................................... 58 ................................................................ 59
................................................................................. 60 ....................................................................... 61
...................................................................................... 62
...................................................................................... 66
2.84
Contoh Warna Komplementer
…………………………………...................... 70
2.85
Contoh Warna Split Komplementer
2.86
Contoh Warna Analog
2.87
Anatomi Tinggi Huruf Kecil dan Besar
2.88
Font AvantGardeITCTT
2.89
Font Garamond
2.90
Font Comic Sans MS
2.91
Font Blackletter
2.92
Font Lucida Console
2.93
Golden Section Grid pada Twitter
2.94
Symetrical Grid
2.95
Gambar Elemen Teks
…………………………………………………….. 79
2.96
Contoh Foto
……………………………………………………. 79
2.97
Contoh Artwork
……………………………………………………. 80
2.98
Contoh Infographics
……………………………………………………. 80
2.99
Contoh Garis
……………………………………………………. 81
2.100
Contoh Inzet
……………………………………………………. 81
2.101
Contoh Gambar Sequence
……………………………………………………. 82
2.102
Contoh Gambar Emphasis
……………………………………………………. 83
2.103
Contoh Gambar Balance
……………………………………………………. 83
2.104
Contoh gambar Unity
2.105
Metode Cetak Offset
………................................................ 71
………………………………................................... 71 ……………………........................... 73
…………………........................................................ 73 ……………………………………….............................. 74 ……………………….................................................. 74
……………………………………………............................ 75 …………………………………………......................... 75 ………………………………………........... 76
…………………………………......................................... 76
……………………………………………………… 84 …………………………………………………… 85
2.106
Metode Cetak Flexography ……………………………………………………… 87
2.107
Metode Cetak Rotogravure ……………………………………………………… 87
2.108
Metode Cetak Saring
……………………………………………………… 88
2.109
Metode Cetak Digital
……………………………………………………… 88
2.110
Perubahan Logo Quaker
2.111
Contoh Promosi Online Quaker
2.111
Contoh Promosi Quaker dalam Media Sosial
3.1
Kue Kering Kiki Koekie
……………………………………………………… 104
3.2
Roti Kiki Koekie
……………………………………………………… 104
3.3
Cake Kiki Koekie
……………………………………………………… 105
3.4
Lokasi Kiki Koekie
……………………………………………………… 105
3.5
Kantor Marketing Kiki Koekie
4.1
Proses thumbnail sketch pada logo Kiki Koekie
………………………… 118
4.2
Proses rough layout pada logo Kiki Koekie
………………………… 118
4.3
Proses semicomp pada logo Kiki koekie
4.4
Proses comprehensive pada logo Kiki Koekie
………………………………… 120
4.5
Proses mechanicals pada logo Kiki Koekie
………………………………… 120
4.6
Gaya Visual Fotografi
………..……………………………………………… 121
4.7
Gaya Fotografi Realis
………..……………………………………………… 122
4.8
Adonan Kue
………..……………………………………………… 123
4.9
Font Austie Bost Markeplace
………..……………………………………… 125
4.10
Font Arial Rounded MT Bold
………..……………………………………… 126
……………………………………………………. 90 ………………………………………………… 91 ………………………………… 91
……………………………………………… 107
……………………………………… 119
4.10
Font HFF Low Sun
………..……………………………………… 126
4.11
Elemen estetis Adonan
………..……………………………………… 127
5.1
Desain Packaging Kiki Koekie
………..……………………………………… 134
5.2
Desain Web Facebook Kiki Koekie
5.3
Desain Web Twitter Kiki Koekie
…………………………………………… 135
5.4
Desain Kartu Ucapan Kiki Koekie
…………………………………………… 136
5.5
Desain Katalog Kiki Koekie
…………………………………………… 137
5.6
Desain Flyer Kiki Koekie
…………………………………………… 138
5.7
Desain X–banner/Roll Kiki Koekie
…………………………………………… 138
5.8
Desain Stiker Kiki Koekie
…………………………………………… 139
5.9
Desain Plang Kiki Koekie
…………………………………………… 139
5.10
Desain Stand Pameran Kiki Koekie
…………………………………………… 140
5.11
Triangle Flag Kiki Koekie
…………………………………………… 140
5.12
Kartu Nama Kiki Koekie
…………………………………………… 140
………..………………………………… 135
DAFTAR TABEL
3.1
Matrik SWOT
............................................................................................................ 100
3.2
Tabel Aspek Geografis
3.3
Tabel Aspek Demografis
................................................................................... 102
3.4
Tabel Aspek Psikografis
.................................................................................. 102
3.5
Tabel Aspek Prilaku
................................................................................... 103
4.1
Media Primer
4.2
Media Sekunder
4.3
Media Tersier
4.4
Media Pengayaan
..................................................................................... 102
............................................................................................................ 114 ....................................................................................................... 115 ............................................................................................................ 116 ..................................................................................................... 106
DAFTAR DIAGRAM
3.1
Struktur Organisasi Kiki Koekie
...................................................................... 106
3.2
Bagan Proses Kiki Koekie
..................................................................................... 108
4.1
Mind Mapping Kiki Koekie
................................................................................... 109
DAFTAR LAMPIRAN
1. Lembar Asistensi Pembimbing 2. Lembar Konsultasi 3. Lembar Narasumber 4. Surat Pengantar Tugas Akhir Terminasi 5. Surat Penerimaan dari Pemberi Tugas 6. Surat Keterangan dari Pemberi Tugas
xvii
