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PE
Ditu
UN
ERANCA
KEMAS
ulis sebagai
Nama
NIM
Program
Fakultas
NIVERS
ANGAN
SAN YO
La
i syarat untu
: C
: 1
Studi : D
: S
SITAS M
T
IDENTI
OGURT R
aporan Tug
uk mempero
Clayton Koe
112021036
Desain Kom
Seni & Desa
MULTIM
TANGER
TAHU
2015
ITAS VI
RESTOR
gas Akhir
oleh gelar S
estiawan
63
munikasi Vis
ain
MEDIA N
RANG
UN
5
ISUAL L
RAN SA
Sarjana Desa
sual
NUSAN
LABEL
AM'S
ain (S.Ds)
TARA
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
ii
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT
Saya yang bertanda tangan di bawah ini:
Nama : Clayton Koestiawan
NIM : 11120210363
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
Universitas Multimedia Nusantara
Judul Tugas Akhir :
PERANCANGAN IDENTITAS VISUAL LABEL KEMASAN YOGURT
RESTORAN SAM'S
dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan
belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas
Multimedia Nusantara maupun di perguruan tinggi lainnya.
Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan
pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali
arahan pembimbing akademik dan nara sumber.
Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,
apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam
pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
iii
gelar (S.Ds.) yang telah diperoleh, serta sanksi lainnya sesuai dengan norma yang
berlaku di Universitas Multimedia Nusantara.
Tangerang, 29 Juni 2015
Clayton Koestiawan
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
iv
HALAMAN PENGESAHAN TUGAS AKHIR
PERANCANGAN IDENTITAS VISUAL LABEL
KEMASAN YOGURT RESTORAN SAM'S
Oleh
Nama : Clayton Koestiawan
NIM : 11120210363
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
Tangerang, 29 Juni 2015
Ketua Program Studi
Desi Dwi Kristanto, M.Ds.
Penguji
Gideon K. F., S.T., M.Ds.
Ketua Sidang
Desy Sandrayani H., S.Sn., M.Pd.
Pembimbing
Toufik Panji Wisesa, M.Sn.
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
v
KATA PENGANTAR
Penulis panjatkan puji syukur kepada Tuhan Yang Maha Kuasa atas segala
rahmat dan bantuan yang diberikan sehingga laporan tugas akhir ini dapat
terselesaikan. Laporan tugas akhir ini berjudul "Perancangan Identitas Visual
Label Kemasan Yogurt Restoran Sam's". Penulisan tugas akhir ini dilakukan
untuk memenuhi salah satu persyaratan untuk mencapai derajat S1 pada fakultas
Seni dan Desain di Universitas Multimedia Nusantara.
Laporan Tugas Akhir ini berisi tentang perancangan identitas visual label
sebuah kemasan Yogurt yang sudah penulis usahakan semaksimal mungkin dan
tentunya dari berbagai pihak.
Ucapan terima kasih penulis sampaikan melalui kesempatan ini terutama
kepada semua pihak yang telah membantu dalam penulisan laporan tugas akhir.
Urutannya sebagai berikut:
1. Desi Dwi Kristanto, S.Ds., M.Ds., selaku kepala Program Studi Desain
Komunikasi Visual
2. Toufiq Panji Wisesa, M.Sn., selaku dosen pembimbing penulis.
3. Gideon Kemang F., S.T., M.Ds., selaku penguji sidang dan Desy
Sandrayani H., S.Sn., M.Pd., selaku ketua sidang.
4. Bapak, Ibu, dan kakak penulis. Terima kasih atas dukungan, semangat,
motivasi yang diberikan kepada penulis dalam menyelesaikan laporan
Tugas Akhir.
5. Bapak Dickson, Bapak Yesaya dan Bapak Yana, selaku owner dari
Restoran Sam's dan Kepala Manajer Restoran Sam's.
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
vi
Demikian pihak-pihak yang telah membantu penulis dalam menyelesaikan
laporan Tugas Akhir ini. Penulis tetap menyadari akan kesalahan yang terdapat di
dalam penelitian dan penulisan Tugas Akhir ini. Penulis berharap laporan ini
dapat bermanfaat bagi yang membaca.
Tangerang, 29 Juni 2015
Clayton Koestiawan
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
vii
ABSTRAKSI
Usaha membuat minuman yogurt merupakan hal yang menguntungkan apabila bisnis tersebut berada di tempat yang strategis. Sekolah adalah tempat anak remaja tinggal setiap hari. Sekolah merupakan tempat yang cukup tepat untuk menawarkan yogurt milik restoran Sam's ini.
Metode penelitian yang penulis gunakan berupa wawancara pemilik restoran dan mengumpulkan data untuk merancang desain kemasan yogurt tersebut. Yogurt restoran Sam's ini juga memiliki rasa yang unik sehingga penulis akan merancang desain yang unik agar menarik para konsumen untuk membeli.
Kata kunci: desain, kemasan, yogurt, rasa unik.
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
viii
ABSTRACT
Selling Yogurt is one of the most profitable business. As long as the location is in a strategic place. School is one of the place where teenagers doing activites everyday. That is why, school is the right place to sell Yogurts.
Writer will utilize research methodology to interview the owner of Sam's Strawberry Corner and collecting data for design the packaging of Yogurt. Writer will use a unique design to attract costumers. Key word: design, packaging, yogurt, unique.
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
ix
DAFTAR ISI
2015LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT .............. I
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT .................... II
HALAMAN PENGESAHAN TUGAS AKHIR ............................................... IV
KATA PENGANTAR ........................................................................................... V
ABSTRAKSI ...................................................................................................... VII
ABSTRACT ....................................................................................................... VIII
DAFTAR ISI ........................................................................................................ IX
DAFTAR GAMBAR ........................................................................................ XIII
DAFTAR TABEL ............................................................................................ XVI
DAFTAR LAMPIRAN ................................................................................... XVII
BAB I PENDAHULUAN ...................................................................................... 1
1.1. Latar Belakang ........................................................................................ 1
1.2. Rumusan Masalah ................................................................................... 2
1.3. Batasan Masalah ..................................................................................... 3
1.4. Tujuan Perancangan ................................................................................ 3
1.5. Manfaat Perancangan .............................................................................. 3
1.6. Metode Pengumpulan Data ..................................................................... 4
1.7. Metode Perancangan ............................................................................... 4
1.8. Skematika Perancangan .......................................................................... 5
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
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BAB II TINJAUAN PUSTAKA ........................................................................... 6
2.1. Komunikasi ............................................................................................. 6
2.2. Brand ....................................................................................................... 6
2.2.1. Konsep Brand ............................................................................. 7
2.3. Teori Desain ............................................................................................ 8
2.3.1. Elemen Desain ............................................................................ 9
2.3.2. Warna ........................................................................................ 10
2.3.3. Tipografi .................................................................................... 11
2.3.4. Layout ....................................................................................... 13
2.3.5. Grid ........................................................................................... 14
2.4. Kemasan ................................................................................................ 14
2.4.1. Fungsi Kemasan ........................................................................ 14
2.4.2. Struktur Kemasan ...................................................................... 15
2.4.3. Material Kemasan ..................................................................... 18
2.4.4. Plastik ........................................................................................ 19
2.4.5. Prinsip-prinsip Desain Kemasan ............................................... 20
2.4.6. Prinsip Tipografi dalam Kemasan ............................................. 20
2.5. Yogurt ................................................................................................... 21
2.5.1. Sejarah Yogurt ........................................................................... 21
2.5.2. Manfaat Yogurt ......................................................................... 22
2.5.3. Jenis-Jenis Yogurt ..................................................................... 23
2.6. SWOT analisis ...................................................................................... 23
2.7. Teknologi Printing ................................................................................ 24
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
xi
2.7.1. Offset Lithography .................................................................... 24
2.7.2. Silk Screen ................................................................................. 24
2.7.3. Letterpress ................................................................................. 25
2.7.4. Flexography .............................................................................. 25
2.7.5. Rotogravure .............................................................................. 25
2.7.6. Digital Printing ......................................................................... 25
BAB III ANALISIS DATA PENELITIAN ....................................................... 26
3.1. Yogurt Restoran Sam's .......................................................................... 26
3.2. Wawancara ............................................................................................ 27
3.2.1. Hasil Wawancara ...................................................................... 27
3.2.2. Kesimpulan Wawancara............................................................ 29
3.3. Observasi ............................................................................................... 30
3.3.1. Foto-foto .................................................................................... 30
3.3.2. Strengths .................................................................................... 34
3.3.3. Weaknesses ............................................................................... 34
3.3.4. Opportunities ............................................................................. 34
3.3.5. Threats ....................................................................................... 35
3.4. Dokumentasi ......................................................................................... 35
3.5. Kuesioner .............................................................................................. 37
3.5.1. Kesimpulan Kuesioner .............................................................. 44
3.6. Analisis Data ......................................................................................... 45
3.7. Studi Existing ........................................................................................ 46
3.5.2. The Healthy Yogurt ................................................................... 46
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
xii
3.5.3. Q'melk Yogurt ........................................................................... 47
BAB IV KONSEP DAN PERANCANGAN ..................................................... 49
4.1. Konsep Perancangan ............................................................................. 49
4.1.1. Tujuan Perancangan .................................................................. 49
4.1.2. Strategi Perancangan ................................................................. 49
4.2. Mind Mapping ....................................................................................... 49
4.3. Brainstorming ........................................................................................ 50
4.4. Perancangan .......................................................................................... 57
4.4.1. Karakter Visual ......................................................................... 57
4.4.2. Layout ....................................................................................... 58
4.4.3. Warna ........................................................................................ 59
4.4.4. Tipografi .................................................................................... 59
4.4.5. Aplikasi Pada Media ................................................................. 60
4.4.6. Biaya ......................................................................................... 71
BAB V PENUTUP ............................................................................................... 73
5.1. Kesimpulan ........................................................................................... 73
5.2. Saran ...................................................................................................... 73
DAFTAR PUSTAKA ....................................................................................... XIV
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
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DAFTAR GAMBAR
Gambar 1.1. Skematika Perancangan ..................................................................... 5
Gambar 2.1. Campuran warna .............................................................................. 10
Gambar 2.2. Lingkaran warna .............................................................................. 11
Gambar 2.3. Times New Roman .......................................................................... 12
Gambar 2.4. Caslon .............................................................................................. 12
Gambar 2.5. Baskerville ........................................................................................ 12
Gambar 2.6. Century ............................................................................................ 13
Gambar 2.7. Bodoni ............................................................................................. 13
Gambar 2.8. Walbaum ......................................................................................... 13
Gambar 2.9. Kemasan karton ............................................................................... 15
Gambar 2.10. Kemasan botol ................................................................................ 16
Gambar 2.11. Kemasan tube ................................................................................ 16
Gambar 2.12. Kemasan cans ................................................................................ 17
Gambar 2.14. Kemasan jar ................................................................................... 18
Gambar 3.1. Produk yogurt restoran Sam's Strawberry Corner ............................ 30
Gambar 3.2. Suasana di luar restoran Sam's Strawberry Corner di Dago, Bandung
............................................................................................................................... 30
Gambar 3.3. Suasana di dalam restoran Sams's Strawberry Corner di Dago,
Bandung ............................................................................................................... 31
Gambar 3.4. Suasana kasir dan siomay restoran Sam's Strawberry Corner di Dago
............................................................................................................................... 31
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
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Gambar 3.5. Suasana di restoran Sam's Strawberry Corner bagian luar di
Karawaci ............................................................................................................... 32
Gambar 3.6. Suasana di restoran Sam's Strawberry Corner bagian dalam di
Karawaci ............................................................................................................... 32
Gambar 3.7. Daftar menu di restoran Sam's Strawberryy Corner Karawaci ........ 33
Gambar 3.8. Papan tempat informasi restoran Sam's Strawberry Corner di Gading
Serpong ................................................................................................................. 33
Gambar 3.9. Foto dokumentasi pada saat wawancara manajer restoran Sam's
Strawberry Corner di Dago, Bandung ................................................................... 35
Gambar 3.10. Foto dokumentasi saat bersama manajer restoran Sam's Strawberry
Corner di Dago, Bandung ..................................................................................... 35
Gambar 3.11. Foto saat memberikan kuesioner pada customer restoran Sam's
Strawberry Corner di Dago, Bandung ................................................................... 36
Gambar 3.12. Visual The Healthy Yogurt ............................................................. 46
Gambar 3.13. Visual Q'melk Yogurt ..................................................................... 47
Gambar 4.1. Mind mapping .................................................................................. 50
Gambar 4.2. Brainstorming ................................................................................... 51
Gambar 4.3. Sketsa label 1 .................................................................................... 52
Gambar 4.4. Sketsa label 2 .................................................................................... 53
Gambar 4.5. Sketsa kemasan sekunder 1 .............................................................. 53
Gambar 4.6. Sketsa kemasan sekunder 2 .............................................................. 54
Gambar 4.7. Sketsa kemasan sekunder 3 .............................................................. 54
Gambar 4.8. Sketsa kemasan sekunder 4 .............................................................. 55
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
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Gambar 4.9. Sketsa label visual ............................................................................ 55
Gambar 4.10. Sketsa label visual .......................................................................... 56
Gambar 4.11. Sketsa label visual .......................................................................... 56
Gambar 4.12. Contoh background visual label ..................................................... 58
Gambar 4.13. Layout label .................................................................................... 58
Gambar 4.14. Palet warna ..................................................................................... 59
Gambar 4.15. Tipografi ......................................................................................... 60
Gambar 4.16. Label anggur yogurt Sams.............................................................. 61
Gambar 4.17. Label mangga yogurt Sams ............................................................ 61
Gambar 4.18. Label melon yogurt Sams ............................................................... 61
Gambar 4.19. Label stroberi yogurt Sams ............................................................ 61
Gambar 4.20. Aplikasi label anggur dan stroberi yogurt Sams ............................ 63
Gambar 4.21. Kemasan sekunder yogurt Sams .................................................... 64
Gambar 4.22. Aplikasi kemasan sekunder ............................................................ 64
Gambar 4.23. Stiker label yogurt Sams ................................................................ 65
Gambar 4.24. Aplikasi stiker pada kemasan primer ............................................. 65
Gambar 4.25. Flyer yogurt Sams .......................................................................... 66
Gambar 4.26. Poster restoran yogurt Sams ........................................................... 67
Gambar 4.27. Aplikasi poster restoran Sams ........................................................ 69
Gambar 4.28. X-banner restoran yogurt Sams ...................................................... 70
Gambar 4.29. Penampakan PoP Display............................................................... 71
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
xvi
DAFTAR TABEL
Tabel 3.1. Jenis Kelamin ....................................................................................... 37
Tabel 3.2. Usia responden ..................................................................................... 38
Tabel 3.3. Pekerjaan responden ............................................................................ 38
Tabel 3.4. Pengeluaran perbulan ........................................................................... 39
Tabel 3.5. Frekuensi seringnya responden mengonsumsi yogurt ......................... 40
Tabel 3.6. Responden yang mengetahui yogurt Sam's .......................................... 41
Tabel 3.7. Responden yang mencoba yogurt Sam's .............................................. 41
Tabel 3.8. Alasan mengonsumsi yogurt Sam's ..................................................... 42
Tabel 3.9. Harga yogurt Sam's .............................................................................. 43
Tabel 3.10. Perlunya label di kemasan yogurt Sam's ............................................ 43
Tabel 3.11. Perlunya kemasan sekunder ............................................................... 44
Tabel 4.1. Tabel perencanaan pengeluaran biaya ................................................. 71
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015
xvii
DAFTAR LAMPIRAN
LAMPIRAN A...................................................................................................XVI
LAMPIRAN B...................................................................................................XXI
Perancangan Identitas..., Clayton Koestiawan, FSD UMN, 2015