PERANCANGAN POSTER MELALUI FASHION PHOTOGRAPHY SEBAGAI MEDIA PROMOSI PRODUK HIJAB “MEGAMI”

Abstract

ABSTRAK

Poster dapat digunakan sebagai media promosi berbentuk fisik atau dicetak pada bahan kertas maupun berbentuk elektronik. Poster dirancang melalui fotografi yang merupakan salah satu jenis komunikasi visual berupa karya foto/gambar untuk menyampaikan informasi/pesan serta dapat dijadikan sarana untuk mengenalkan produk maupun layanan jasa kepada target pasar atau konsumen dengan memberikan gambaran langsung secara jelas dan detail. Konsep poster untuk promosi dirancang agar merek dipandang memiliki nilai dan berbeda dari merek lain dengan rancangan melalui fashion photography serta konsep editorial yang tercipta dari proses kreatif berupa teknik manipulasi gambar (digital imaging), sehingga dapat menarik perhatian termasuk juga dapat mempengaruhi keputusan pembelian. Metode yang digunakan dalam perancangan poster yaitu metodologi kualitatif dengan teknik pengumpulan data melalui wawancara langsung dan jurnal fotografi tentang produk-produk pakaian, digunakan sebagai referensi penulisan maupun penciptaan karya. Hasil karya berupa tiga rancangan poster dari tiga produk hijab yang diangkat. Perancangan karya tugas akhir berupa poster berisi karya fotografi dipilih berdasarkan analisa yang dilakukan karena kurangnya strategi promosi dan branding oleh Megami. Dari rancangan poster ini diharapkan dapat memberikan solusi untuk Megami agar berkembang, dikenal luas, dan semakin baik ke depannya.

Kata Kunci: Branding; Fashion Photography; Komunikasi; Poster; Promosi

ABSTRACT

Posters can be used as promotional media in physical form or printed on paper or electronic form. Posters are designed through photography which is a type of visual communication in the form of photographs/pictures to convey information/messages and can be used as a means to introduce products and services to the target market or consumers by providing a clear and detailed direct description. The poster concept for promotion is designed so that the brand is seen as having value and is different from other brands with designs through fashion photography as well as an editorial concept created from a creative process in the form of image manipulation techniques (digital imaging), so that it can attract attention, including influencing purchasing decisions. The method used in poster design is a qualitative methodology with data collection techniques through direct interviews and photographic journals about clothing products, used as a reference for writing and creating works. The result of the work is in the form of three poster designs of the three selected hijab products. The design of the final work in the form of a poster containing a photographic work was chosen based on the analysis carried out due to Megami's lack of promotion and branding strategies. It is hoped that this poster design will provide a solution for Megami so that it can grow, be widely known, and get better in the future.

Keywords: Branding; Fashion Photography; Communication; Poster; Promotion