PERANCANGAN PROMOSI ANJUNGAN DAERAH
TAMAN MINI INDONESIA INDAH
Laporan Tugas Akhir
Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)
Nama : Anchilia Alexandra
NIM : 00000015199
Program Studi : Desain Komunikasi Visual
Fakultas : Seni dan Desain
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
2020
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KATA PENGANTAR
Penulis mengucapkan puji dan syukur kepada Tuhan Yang Maha Esa atas
rahmatNya yang senantiasa menyertai penulis dalam menyelesaikan tugas akhir
yang berjudul “Perancangan Promosi Anjungan Daerah Taman Mini Indonesia
Indah”. Melihat jumlah pengunjung Anjungan Daerah TMII yang terus menurun,
penulis tertarik untuk merancang promosi Anjungan Daerah TMII.
Sesuai dengan perkataan Soekarno, “Beri aku sepuluh pemuda, maka akan
kuguncangkan dunia”, Penulis memfokuskan diri untuk merancang promosi
anjungan daerah TMII bagi generasi muda dengan tujuan untuk mempersiapkan
generasi muda demi masa depan Indonesia yang lebih baik. Penulis berharap
tugas akhir ini dapat menarik minat generasi muda Indonesia untuk datang dan
belajar banyak hal di Anjungan Daerah Taman Mini Indonesia Indah.
Pada kesempatan ini, penulis juga ingin berterima kasih kepada orang-
orang yang membantu dan mendukung penulis selama proses pembuatan tugas
akhir ini, khususnya kepada:
1. Mohammad Rizaldi, S.T., M.Ds., selaku ketua program studi Desain
Komunikasi Visual Universitas Multimedia Nusantara
2. Gideon K. F. H. Hutapea, S.T., M.Ds., selaku dosen pembimbing tugas
akhir yang telah mengarahkan, memberikan masukkan, dan menjaga
progres agar tetap stay on track selama proses pembuatan tugas akhir ini.
3. Ardiles Akyuwen, S.Sn., M.Ds., Ken Natasha Violeta, S.Sn., M.Ds., dan
Clemens Felix Setiyawan, S.Sn., M. Hum., sebagai dosen pembimbing
spesialis yang telah memberikan masukan selama pembuatan tugas akhir.
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ABSTRAKSI
Perancangan promosi Anjungan Daerah Taman Mini Indonesia Indah (TMII) dibuat karena masih kurangnya pengetahuan budaya masyarakat Indonesia di Jabodetabek, khususnya Generasi Muda. Padahal, di Jakarta terdapat sebuah kawasan yang merangkum kebudayaan Indonesia, yaitu Taman Mini Indonesia Indah. Anjungan-anjungan daerah pada Taman Mini dapat menjadi solusi untuk mengenalkan budaya Indonesia kepada generasi muda Indonesia. Dalam merancang promosi ini, penulis menggunakan beberapa teori, terutama teori perancangan promosi oleh Robin Landa yang berjudul Advertising by Design. Penulis juga melakukan pengumpulan data, dimulai dari melakukan wawancara, observasi, studi referensi, studi eksisting, dan media consumption. Penulis kemudian mulai merancang berdasarkan tahapan dari Robin Landa, yaitu Overview & Strategy, Idea, Design, Production, dan Implementation. Selain itu, penulis juga menggunakan tahapan kampanye AISAS oleh Dentsu untuk menentukan media dan jangka waktu promosi. Penulis memanfaatkan media-media yang dekat dengan sehari-hari target audience, namun juga berpotensi untuk datang ke TMII. Selain itu, penulis juga memfokuskan diri untuk membuat promosi kepada generasi muda yang memiliki sifat altruistik. Penulis juga menggunakan pendekatan instan yang sesuai dengan target audience penulis, yang mana merupakan Generasi Instan.
Kata Kunci: Promosi, Taman Mini Indonesia Indah, Instan
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ABSTRACT
Promotion design of Anjungan Daerah Taman Mini Indonesia Indah (TMII) is because lack of knowledge about Indonesian culture by its citizens, especially the young generation in Jabodetabek. Whereas, there is a place in Jakarta that summarizes the information about Indonesian culture. Therefore, Anjungan Daerah in Taman Mini Indonesia Indah can be a solution to increase the cultural knowledge of the young generation. To design this promotion, the writer uses several theories, especially Advertising by Design book by Robin Landa. The writer also collects the data about TMII and the target audience by doing an interview, observation, reference study, existing study, and collect data about media consumption. Then, the writer started to design by Robin Landa’s step, i.e. overview & strategy, idea, design, production, and implementation. The writer also uses AISAS by Dentsu to decide the media and campaign duration. However, the media used are those close to the target audience’s daily places and also have access to TMII. The writer also thinks about psychography about the young generation, such as altruistic, and instant gratification generation.
Keywords: Promotion, Taman Mini Indonesia Indah, Instant
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DAFTAR ISI
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT ......... ERROR!
BOOKMARK NOT DEFINED.
HALAMAN PENGESAHAN TUGAS AKHIR .... ERROR! BOOKMARK NOT
DEFINED.
KATA PENGANTAR ........................................................................................ IV
ABSTRAKSI ....................................................................................................... VI
ABSTRACT ......................................................................................................... VII
DAFTAR ISI .................................................................................................... VIII
DAFTAR GAMBAR ......................................................................................... XII
DAFTAR TABEL .......................................................................................... XXIV
DAFTAR LAMPIRAN ................................................................................... XXV
BAB I PENDAHULUAN ...................................................................................... 1
1.1. Latar Belakang ........................................................................................... 1
1.2. Rumusan Masalah ...................................................................................... 2
1.3. Batasan Masalah ........................................................................................ 2
1.4. Tujuan Tugas Akhir ................................................................................... 3
1.5. Manfaat Tugas Akhir ................................................................................. 3
BAB II TINJAUAN PUSTAKA ........................................................................... 4
Perancangan ............................................................................................... 42.1.
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2.1.1. Elemen Desain ................................................................................ 4
2.1.2. Prinsip Desain ................................................................................. 8
2.1.3. Sistem Proporsi ............................................................................. 11
2.1.4. Grid ............................................................................................... 14
2.1.5. Klasifikasi Huruf .......................................................................... 15
2.1.6. Klasifikasi Gambar ....................................................................... 18
2.1.7. Fotografi ....................................................................................... 19
2.1.8. Motion, Broadcast, dan Broadband .............................................. 23
Promosi .................................................................................................... 252.2.
2.2.1. Definisi Promosi ........................................................................... 25
2.2.2. Jenis Promosi ................................................................................ 25
2.2.3. Media Promosi .............................................................................. 26
2.2.4. Promosi Melalui Sosial Media ...................................................... 29
2.2.5. Media Viral ................................................................................... 29
2.2.6. Iklan Tidak Konvensional ............................................................. 30
2.2.7. AISAS ............................................................................................ 30
2.2.8. Desain Website .............................................................................. 32
Taman Mini Indonesia Indah ................................................................... 332.3.
2.3.1. Visi & Misi ................................................................................... 33
2.3.2. Sejarah TMII ................................................................................. 34
BAB III METODOLOGI ................................................................................... 35
Metodologi Pengumpulan Data .............................................................. 353.1.
3.1.1. Wawancara dengan Marketing dan Promosi TMII ....................... 35
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3.1.2. Observasi Non Partisipatoris ........................................................ 37
3.1.3. Observasi Partisipatoris I .............................................................. 38
3.1.4. Observasi Partisipatoris II ............................................................. 43
3.1.5. Isi Anjungan Taman Mini Indonesia Indah .................................. 67
3.1.6. Fungsi TMII .................................................................................. 69
3.1.7. Kuesioner Kuis Budaya ................................................................ 70
3.1.8. Kuesioner Pengunjung Taman Mini Indonesia Indah .................. 71
3.1.9. Observasi Eksisting ...................................................................... 73
3.1.10. Observasi Reference ................................................................... 78
3.1.11. Konsumsi Media melalui Card Sort ........................................... 81
Metodologi Perancangan ......................................................................... 873.2.
3.2.1. Tinjauan Luas ............................................................................... 87
3.2.2. Strategi .......................................................................................... 87
3.2.3. Ide ................................................................................................. 88
3.2.4. Desain ........................................................................................... 88
3.2.5. Produksi ........................................................................................ 88
3.2.6. Implementasi ................................................................................. 88
BAB IV STRATEGI DAN ANALISIS PERANCANGAN .............................. 89
Strategi Perancangan ................................................................................ 894.1.
4.1.1. Tinjauan Luas dan Strategi ........................................................... 89
4.1.2. Ide ............................................................................................... 105
4.1.3. Desain ......................................................................................... 108
4.1.4. Produksi ...................................................................................... 194
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4.1.5. Implementasi ............................................................................... 196
Analisis Perancangan ............................................................................. 2094.2.
4.2.1. Analisis Big Idea ......................................................................... 209
4.2.2. Analisis Desain Kemasan Instan ................................................. 210
4.2.3. Analisis Desain Tahap Attention ................................................. 211
4.2.4. Analisis Desain Pilar ................................................................... 215
4.2.5. Analisis Desain dinding stasiun MRT ........................................ 217
4.2.6. Analisis Desain dalam kereta MRT ............................................ 219
4.2.7. Analisis Desain Instagram Feeds ................................................ 220
4.2.8. Analisis Tur Indonesia Instan ..................................................... 223
4.2.9. Analisis Desain Website ............................................................. 223
4.2.10. Analisis Desain Aplikasi ........................................................... 226
4.2.11. Analisis Desain Gimmick .......................................................... 232
4.2.12. Analisis Desain Merchandise ................................................... 233
4.2.13. Analisis Desain Filter Instagram .............................................. 233
Budgeting ............................................................................................... 2354.3.
BAB V PENUTUP ............................................................................................. 239
Kesimpulan ............................................................................................ 2395.1.
Saran ...................................................................................................... 2405.2.
DAFTAR PUSTAKA ....................................................................................... XIV
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DAFTAR GAMBAR
Gambar 2.1. Contoh Penerapan Garis pada desain .................................................. 4
Gambar 2.2. Contoh Penerapan Bentuk ................................................................... 5
Gambar 2.3. Contoh Figure / Ground ..................................................................... 5
Gambar 2.4. Warna Aditif dan Subtraktif ................................................................ 6
Gambar 2.5. Tekstur Berjenis Visual ....................................................................... 7
Gambar 2.6. Contoh Penggunaan Hierarki pada Desain ......................................... 9
Gambar 2.7. Contoh Penggunaan Irama pada Desain ........................................... 10
Gambar 2.8. Contoh Penggunaan Kesatuan pada Desain ...................................... 10
Gambar 2.9. Bilangan Fibonnaci dalam Area ........................................................ 12
Gambar 2.10. Rule of thirds ................................................................................... 13
Gambar 2.11. Modular Grids ................................................................................ 13
Gambar 2.12. Contoh Layout dengan Single Column Grid ................................... 14
Gambar 2.13. Contoh Penggunaan Multiple Column Grid ................................... 15
Gambar 2.14. Klasifikasi Typeface ........................................................................ 17
Gambar 2.15. Klasifikasi Gambar ......................................................................... 19
Gambar 2.16. Format pada Kamera ....................................................................... 20
Gambar 2.17. Penerapan Golden ratio .................................................................. 20
Gambar 2.18. Memasukkan Bentuk sebagai Bingkai ............................................ 21
Gambar 2.19. Memotret Perspektif sebagai Penanda Arah ................................... 21
Gambar 2.20. Memotret Banyak Detil ................................................................... 22
Gambar 2.21. Memotret dengan Perbedaan Jarak ................................................. 23
Gambar 2.22. Menyandingkan Warna ................................................................... 23
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Gambar 2.23. Contoh Storyboard .......................................................................... 25
Gambar 2.24. Contoh Guerrilla Advertising ......................................................... 30
Gambar 2.25. Tahapan AISAS ................................................................................ 31
Gambar 3.1. Wawancara penulis dengan Bapak Ilham ......................................... 35
Gambar 3.2. Papan Informasi Harga Tiket Masuk ................................................ 38
Gambar 3.3. Fasilitas yang sudah ditutup .............................................................. 39
Gambar 3.4. Kereta Gantung TMII ....................................................................... 40
Gambar 3.5. Loket Taman Legenda ...................................................................... 40
Gambar 3.6. Kincir Ria dan Sekitar ....................................................................... 41
Gambar 3.7. Taman Legenda ................................................................................. 42
Gambar 3.8. Anjungan Sumatera Barat ................................................................. 44
Gambar 3.9. Rumah Adat Mentawai ..................................................................... 44
Gambar 3.10. Buku Tamu Rumah Adat Mentawai ............................................... 45
Gambar 3.11. Pengunjung menyewa kostum dan berfoto pada pelaminan ........... 46
Gambar 3.12. Suasana sekitar Anjungan Daerah Sumatera Utara ........................ 47
Gambar 3.13. Poster pelatihan musik Anjungan Daerah Sumatera Utara ............. 48
Gambar 3.14. Diorama dan toko souvenir di Anjungan Sumatera Utara .............. 48
Gambar 3.15. Pameran pada lantai dua Anjungan Sumatera Utara ....................... 49
Gambar 3.16. Panggung pada Anjungan Sumatera Selatan .................................. 50
Gambar 3.17. Anjungan Sumatera Utara ............................................................... 50
Gambar 3.18. Anjungan Riau ................................................................................ 51
Gambar 3.19. Anak-anak yang berlatih Tari Saman ............................................. 52
Gambar 3.20. Indonesian Airways milik Anjungan Aceh ..................................... 52
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Gambar 3.21. Alat dan Bahan yang Terdapat di Anjungan Aceh ......................... 53
Gambar 3.22. Anjungan Kalimantan Barat ........................................................... 54
Gambar 3.23. Anjungan Kalimantan Selatan ........................................................ 55
Gambar 3.24. Anjungan Kalimantan Timur .......................................................... 56
Gambar 3.25. Anjungan Sulawesi Utara ............................................................... 57
Gambar 3.26. Anjungan Sulawesi Tengah ............................................................ 58
Gambar 3.27. Anjungan Sulawesi Tengah ............................................................ 58
Gambar 3.28. Spot Photobooth di Anjungan Papua .............................................. 59
Gambar 3.29. Isi Museum Budaya Papua .............................................................. 59
Gambar 3.30. Latihan Menari Tarian Daerah Papua ............................................. 60
Gambar 3.31. Suasana Anjungan Daerah Nusa Tenggara Barat ........................... 61
Gambar 3.32. Bale Bale ......................................................................................... 61
Gambar 3.33. Informasi Acara di Anjungan Daerah Bali ..................................... 62
Gambar 3.34. Etalase Budaya Jawa Timur ............................................................ 62
Gambar 3.35. Kampung Madura ........................................................................... 63
Gambar 3.36. Informasi Acara Anjungan Jawa Timur .......................................... 63
Gambar 3.37. Anjungan DIY Yogyakarta ............................................................. 64
Gambar 3.38. Anjungan Jawa Tengah ................................................................... 65
Gambar 3.39. Informasi Acara Anjungan Jawa Tengah Bulan Juli 2019 ............. 66
Gambar 3.40. Hasil Kuis Budaya .......................................................................... 70
Gambar 3.41. Terakhir Kali ke TMII .................................................................... 71
Gambar 3.42. Mengapa sudah lama tidak ke TMII ............................................... 72
Gambar 3.43. Mengapa tidak pernah ke TMII ...................................................... 72
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Gambar 3.44. Akun Instagram TMII ..................................................................... 74
Gambar 3.45. Digital Outdoor TMII ..................................................................... 74
Gambar 3.46. Akun Instagram Taman Pintar Yogyakarta .................................... 75
Gambar 3.47. Akun Instagram Gardens by the Bay .............................................. 76
Gambar 3.48. Tampilan Website Gardens by the Bay ........................................... 77
Gambar 3.49. Guerrilla Marketing “The Grand Tour” ........................................ 78
Gambar 3.50. Guerrilla Marketing “Havaianas Summer Carnaval” ..................... 79
Gambar 3.51. Guerrilla Marketing “Have Any Books Lying Around?” .............. 80
Gambar 3.52. Instagram Garden by the Bay ......................................................... 81
Gambar 4.1. Mindmap Tentang TMII ................................................................. 106
Gambar 4.2. Mindmap Tentang Indonesia ........................................................... 108
Gambar 4.3. Mindmap Tentang Instan ................................................................ 109
Gambar 4.4. Observasi Benda Instan di Supermarket ......................................... 110
Gambar 4.5. Moodboard Produk Instan .............................................................. 111
Gambar 4.6. Warna Primer dan Sekunder .......................................................... 111
Gambar 4.7. Pengaturan Filter pada Font Search Adobe Font ........................... 112
Gambar 4.8. Pilihan Font Handwriting ............................................................... 113
Gambar 4.9. Font CCMeanwhile Italic dan Chantal Italic .................................. 113
Gambar 4.10. Font Chantal Medium Italic .......................................................... 114
Gambar 4.11. Font Sans Serif pada Produk Instan .............................................. 114
Gambar 4.12. Font Chantal dan 3 Pilihan Font Sans Serif ................................. 115
Gambar 4.13. Font Advantage ............................................................................. 116
Gambar 4.14. Referensi Kopi Instan ................................................................... 117
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Gambar 4.15. Sketsa Billboard Kopi Instan ........................................................ 118
Gambar 4.16. Referensi Sosis Siap Makan .......................................................... 118
Gambar 4.17. Sketsa Sosis Siap Makan .............................................................. 119
Gambar 4.18. Referensi Popcorn Instan & Tissue Basah .................................... 119
Gambar 4.19. Sketsa Popcorn Instan & Tissue Basah ........................................ 120
Gambar 4.20. Referensi Oatmeal Instan & Minuman Serbuk Instan .................. 121
Gambar 4.21. Sketsa Oatmeal Instan & Minuman Serbuk Instan ....................... 122
Gambar 4.22. Hasil Pemotretan Produk Energen dan Kopi Instan ..................... 122
Gambar 4.23. Foto Produk Kopi Sebelum dan Setelah Diedit Menjadi Polos .... 123
Gambar 4.24. Desain Hashtag #GUEGENERASIINSTAN ............................... 123
Gambar 4.25. Desain Billboard Kopi Instan I ..................................................... 124
Gambar 4.26. Desain Billboard Kopi Instan 2 .................................................... 125
Gambar 4.27. Penerapan Desain Billboard I ....................................................... 125
Gambar 4.28. Desain Kemasan Kopi Kapal Api ................................................. 126
Gambar 4.29. Foto Gelas dan Kopi Instan Sebelum Diedit ................................. 127
Gambar 4.30. Gambar Maskot Nitra ................................................................... 127
Gambar 4.31. Desain Billboard Kopi Instan II ................................................... 128
Gambar 4.32. Desain Kemasan Kopi Instan Final .............................................. 128
Gambar 4.33. Sketsa desain billboard vertikal .................................................... 130
Gambar 4.34. Desain Billboard I ......................................................................... 130
Gambar 4.35. Desain Billboard II ....................................................................... 131
Gambar 4.36. Referensi Kalbe ............................................................................. 132
Gambar 4.37. Desain Billboard III ...................................................................... 132
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Gambar 4.38. Desain Billboard menggunakan margin ....................................... 133
Gambar 4.39. Desain Billboard Kopi Instan final ............................................... 134
Gambar 4.40. Desain Kemasan Produk Quaker, Nutri Sari, dan Jolly Time ...... 134
Gambar 4.41. Foto Packshot Oatmeal, Jeruk, dan Popcorn Sebelum Diedit ...... 135
Gambar 4.42. Desain Packaging Oatmeal Instan ................................................ 135
Gambar 4.43. Desain Packaging Serbuk Instan tanpa logo ................................ 136
Gambar 4.44. Desain Packaging Serbuk Instan Final ......................................... 136
Gambar 4.45. Logo Pop Time ............................................................................. 136
Gambar 4.46. Packaging Popcorn Instan ............................................................ 137
Gambar 4.47. Desain Billboard Vertical ............................................................. 138
Gambar 4.48. Desain Billboard Horizontal ......................................................... 138
Gambar 4.49. Pengaplikasian desain billboard ................................................... 139
Gambar 4.50. Desain Produk Fiesta Ready Meal ............................................... 139
Gambar 4.51. Sketsa Ads in Car .......................................................................... 140
Gambar 4.52. Kemasan Super Bubur .................................................................. 140
Gambar 4.53. Foto Bubur Sebelum dan Sesudah Diedit ..................................... 141
Gambar 4.54. Desain Logo Bubur Instan ............................................................ 141
Gambar 4.55. Desain Kemasan Bubur Instan ..................................................... 141
Gambar 4.56. Desain Ads in Car ......................................................................... 142
Gambar 4.57. Sketsa Instagram Sponsored 1:1 ................................................... 142
Gambar 4.58. Kemasan Energen ......................................................................... 143
Gambar 4.59. Foto Sebelum Diedit dan Logo Instagen ...................................... 143
Gambar 4.60. Desain Instagram Sponsored 1 ...................................................... 144
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Gambar 4.61. Desain Tampak Depan, Atas, dan Samping .................................. 144
Gambar 4.62. Desain Instagram 1:1 Sponsored ................................................. 145
Gambar 4.63. Penerapan desain Instagram Sponsored ........................................ 145
Gambar 4.64. Sketsa Storyboard Youtube Ad ..................................................... 146
Gambar 4.65. Sketsa Storyboard Youtube Ad 2 .................................................. 147
Gambar 4.66. Desain Kemasan Indomie Mi Goreng ........................................... 148
Gambar 4.67. Percobaan Shooting Pelemparan Mi Instan .................................. 148
Gambar 4.68. Perbandingan Font Pada Kemasan Asli dan Kemasan Tiruan ..... 149
Gambar 4.69. Preview Frame Video Youtube Ads .............................................. 149
Gambar 4.70. Storyboard Instagram Sponsored, Ads in Game, dan Toll gate .... 150
Gambar 4.71. Storyboard Instagram Sponsored, Ads in Game, dan Toll Gate 2 151
Gambar 4.72. Percobaan Take Pertama Sereal .................................................... 151
Gambar 4.73. Percobaan Take Kedua Sereal ...................................................... 152
Gambar 4.74. Preview Video Instagram Ads & Ads in Game ............................ 152
Gambar 4.75. Frame Terakhir video Instagram Story Ads & Ads in Game ........ 153
Gambar 4.76. Preview Frame Video Ads in Toll gate ......................................... 154
Gambar 4.77. Pilar di ruang tunggu kereta .......................................................... 155
Gambar 4.78. Sketsa Desain Sarden .................................................................... 156
Gambar 4.79. Desain Kemasan Sarden ABC ...................................................... 157
Gambar 4.80. Foto Sarden Sebelum Diedit ......................................................... 157
Gambar 4.81. Ilustrasi Cabai dan Packshot Sarden Setelah Diedit ..................... 158
Gambar 4.82. Saus Sarden Setelah Diedit ........................................................... 158
Gambar 4.83. Desain Kemasan Kaleng Sarden 1 ................................................ 159
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Gambar 4.84. Desain Kemasan Kaleng Sarden dengan Grid .............................. 159
Gambar 4.85. Desain Akhir Kemasan Kaleng Sarden ......................................... 161
Gambar 4.86. Desain Ilustrasi bagian Atas Pilar ................................................. 161
Gambar 4.87. Penerapan desain pilar .................................................................. 162
Gambar 4.88. Sketsa Awal Instalasi .................................................................... 163
Gambar 4.89. Kemasan Pop Mie ......................................................................... 164
Gambar 4.90. Desain Logo Pop TMII ................................................................. 164
Gambar 4.91. Desain Kemasan Pop TMII Tertutup dan Terbuka ....................... 165
Gambar 4.92. Desain A Dinding Stasiun MRT I ................................................. 165
Gambar 4.93. Desain B Dinding Stasiun MRT I ................................................. 166
Gambar 4.94. Desain akhir pada Stasiun MRT dengan Lenticular printing ....... 166
Gambar 4.95. Penerapan desain dinding MRT dari dua sudut ............................ 167
Gambar 4.96. Penerapan desain pada Halte Bus Feeder ..................................... 167
Gambar 4.97. Sketsa Desain Dalam Kereta ......................................................... 168
Gambar 4.98. Layout Ceiling panel Bagian Dalam Kereta dan Bus ................... 169
Gambar 4.99. Referensi Efek Motion pada Fotografi .......................................... 169
Gambar 4.100. Asset Ilustrasi Budaya Indonesia ................................................ 170
Gambar 4.101. Desain Ceiling panel 1 ................................................................ 170
Gambar 4.102. Desain Ceiling panel 2 ................................................................ 171
Gambar 4.103. Desain Ceiling panel Final .......................................................... 171
Gambar 4.104. Desain Side View Kanan 1 .......................................................... 172
Gambar 4.105. Desain Side View Kanan Final .................................................... 173
Gambar 4.106. Desain Side View Kiri I ............................................................... 174
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Gambar 4.107. Desain Side View Kiri Final ........................................................ 174
Gambar 4.108. Desain Hand grip I ...................................................................... 175
Gambar 4.109. Desain Hand grip Final ............................................................... 176
Gambar 4.110. Penerapan Desain Bagian Dalam Kereta MRT .......................... 176
Gambar 4.111. Desain Side View Transjakarta yang Disesuaikan ...................... 177
Gambar 4.112. Penerapan Desain pada Bagian Dalam Transjakarta .................. 177
Gambar 4.113. Desain Tampilan Feeds Instagram TMII .................................... 178
Gambar 4.114. Penggunaan Rule of Thirds pada Komposisi Foto ...................... 179
Gambar 4.115. Sitemap Website .......................................................................... 179
Gambar 4.116. Wireframe Website 1 ................................................................... 180
Gambar 4.117. Wireframe Keseluruhan Website ................................................. 181
Gambar 4.118. Sitemap Website II ...................................................................... 181
Gambar 4.119. Wireframe Website II (Lo fi) ....................................................... 182
Gambar 4.120. Wireframe Website II (Hi fi) ....................................................... 182
Gambar 4.121. Desain Tampilan Pertama Microsite Tur Indonesia Instan ......... 183
Gambar 4.122. Desain Tampilan Kedua Microsite Tur Indonesia Instan ........... 183
Gambar 4.123. Desain Tampilan Ketiga Microsite Tur Indonesia Instan ........... 183
Gambar 4.124. Desain Tampilan keempat Microsite Tur Indonesia Instan ........ 184
Gambar 4.125. Penggunaan Grid pada website ................................................... 184
Gambar 4.126. Sitemap Aplikasi ......................................................................... 185
Gambar 4.127. Wireframe Aplikasi ..................................................................... 186
Gambar 4.128. Wireframe Aplikasi (Hi fi) .......................................................... 186
Gambar 4.129. Desain Tampilan Pintu Khusus Aplikasi Indonesia Instan ......... 187
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Gambar 4.130. Desain Tampilan depan Aplikasi Indonesia Instan .................... 187
Gambar 4.131. Penggunaan Golden ratio ........................................................... 188
Gambar 4.132. Desain Tampilan “Pesen Tur” pada Aplikasi Indonesia Instan .. 188
Gambar 4.133. Desain Tampilan “Tur Gue” I pada Aplikasi Indonesia Instan .. 189
Gambar 4.134. Desain Tampilan “Tur Gue” II pada Aplikasi Indonesia Instan . 189
Gambar 4.135. Desain Tampilan Scan pada Aplikasi Indonesia Instan .............. 190
Gambar 4.136. Desain Tampilan “peta” pada Aplikasi Indonesia Instan ........... 190
Gambar 4.137. Desain Tampilan “Lain – Lain” pada Aplikasi Indonesia Instan 191
Gambar 4.138. Desain Gimmick .......................................................................... 192
Gambar 4.139. Desain Merchandise .................................................................... 193
Gambar 4.140. Desain Instagram Filter .............................................................. 194
Gambar 4.141. Penerapan Desain Billboard ....................................................... 196
Gambar 4.142. Penerapan Desain Car Ads .......................................................... 197
Gambar 4.143. Penerapan Desain Instagram Sponsored ..................................... 198
Gambar 4.144. Penerapan Desain Instagram Sponsored Story dan Ads in Game
..................................................................................................................... 199
Gambar 4.145. Penerapan desain Youtube Ads Non skippable ........................... 199
Gambar 4.146. Penerapan Desain Ads in Toll Gate ............................................ 200
Gambar 4.147. Penerapan Desain Pilar ............................................................... 201
Gambar 4.148. Penerapan Desain dalam Kereta MRT ........................................ 202
Gambar 4.149. Penerapan desain dinding MRT dari dua sudut .......................... 203
Gambar 4.150. Penerapan desain pada Halte Bus Feeder ................................... 204
Gambar 4.151. Penerapan Desain Feeds Instagram ............................................ 205
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Gambar 4.152. Penerapan Desain Microsite ....................................................... 206
Gambar 4.153. Penerapan Desain Aplikasi ......................................................... 206
Gambar 4.154. Penerapan Desain Gimmick ........................................................ 207
Gambar 4.155. Pengaplikasian Desain Merchandise .......................................... 208
Gambar 4.156. Penerapan Desain Instagram Filter ............................................. 209
Gambar 4.157. Desain Billboard Vertical ........................................................... 212
Gambar 4.158. Desain Billboard Horizontal ....................................................... 212
Gambar 4.159. Desain Ads in Car dan Instagram .............................................. 213
Gambar 4.160. Penerapan Desain Youtube Ads non-skippable .......................... 213
Gambar 4.161. Penerapan Desain Instagram Sponsored Story dan Ads in Game
..................................................................................................................... 214
Gambar 4.162. Penerapan Desain Ads in Toll Gate ............................................ 214
Gambar 4.163. Penerapan Eye level pada Desain Pilar ....................................... 215
Gambar 4.164. Desain Ilustrasi bagian Atas Pilar ............................................... 216
Gambar 4.165. Penerapan desain pilar ................................................................ 217
Gambar 4.166. Penerapan desain dinding MRT dari dua sudut .......................... 218
Gambar 4.167. Penerapan desain pada Halte Bus Feeder ................................... 219
Gambar 4.168. Pengaplikasian Desain dalam Kereta MRT ................................ 220
Gambar 4.169. Desain Feeds Instagram .............................................................. 222
Gambar 4.170. Prinsip Proximity pada Website .................................................. 224
Gambar 4.171. Desain Tampilan Kedua Microsite Tur Indonesia Instan ........... 224
Gambar 4.172. Desain Tampilan Ketiga Microsite Tur Indonesia Instan ........... 225
Gambar 4.173. Desain Tampilan depan Aplikasi Indonesia Instan .................... 226
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Gambar 4.174. Desain Tampilan “Pesen Tur” pada Aplikasi Indonesia Instan .. 227
Gambar 4.175. Desain Tampilan “Tur Gue” I pada Aplikasi Indonesia Instan .. 228
Gambar 4.176. Desain Tampilan “Tur Gue” II pada Aplikasi Indonesia Instan . 229
Gambar 4.177. Desain Tampilan Scan pada Aplikasi Indonesia Instan .............. 230
Gambar 4.178. Desain Tampilan “peta” pada Aplikasi Indonesia Instan ........... 231
Gambar 4.179. Desain Tampilan “Lain – Lain” pada Aplikasi Indonesia Instan 232
Gambar 4.180. Penerapan Desain Gimmick ........................................................ 232
Gambar 4.181. Pengaplikasian Desain Merchandise .......................................... 233
Gambar 4.182. Instagram Filter .......................................................................... 234
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DAFTAR TABEL
Tabel 4.1. Tabel Tinjauan Luas dan Strategi ......................................................... 89
Tabel 4.2. Tabel Consumer Journey Anne ............................................................ 92
Tabel 4.3. Tabel Consumer journey Indra ............................................................. 93
Tabel 4.4. Tabel Consumer Journey Reny ............................................................. 95
Tabel 4.5. Tabel Tahapan AISAS .......................................................................... 97
Tabel 4.6. Tabel Produksi .................................................................................... 194
Tabel 4.7. Tabel Budgeting .................................................................................. 235
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DAFTAR LAMPIRAN
LAMPIRAN A: LEMBAR BIMBINGAN ..................................................... XVI
LAMPIRAN B: DOKUMENTASI PENGUMPULAN DATA .................... XIX