Implementasi Hierarki Visual pada Desain Promosi Media Cetak dan Media Digital Tiflu Baby and Kid Shop

Abstract

Visual communication plays a crucial role in delivering marketing messages effectively through visual elements such as typography, colour, and layout. However, in practice, many small-scale retail businesses still face challenges in structuring promotional media, resulting in ineffective information delivery. This study aims to design promotional media for Tiflu Baby and Kid Shop by implementing visual hierarchy principles using a design thinking approach. The method employed in this study is design thinking, which consists of five stages: empathise, define, ideate, prototype, and test. Data were collected through observation of existing promotional media and interviews with the business owner. The findings indicate that the current promotional media lack a structured visual hierarchy, making it difficult for consumers to identify key information such as product names, prices, and promotional offers. The proposed design solution focuses on organising visual elements, including size, colour contrast, typography, and layout, to establish a clear hierarchy of information. The output of this study consists of a series of promotional designs in both print and digital formats. These designs are expected to enhance information clarity, improve visual appeal, and increase the effectiveness of promotional communication. The evaluation results indicate that the redesigned promotional media are perceived as more visually appealing, readable, and effective in delivering marketing messages compared to the previous designs.

Komunikasi visual memegang peranan penting dalam menyampaikan pesan pemasaran melalui elemen-elemen visual seperti tipografi, warna, dan tata letak. Namun, banyak usaha ritel berskala kecil yang masih mengalami kesulitan dalam menyusun media promosi sehingga penyampaian informasi menjadi kurang efektif. Penelitian ini bertujuan untuk mengembangkan media promosi bagi Tiflu Baby and Kid Shop dengan menerapkan prinsip hierarki visual pada media promosi Instagram dan WhatsApp menggunakan pendekatan design thinking. Penelitian ini menggunakan metode kualitatif dengan pendekatan design thinking yang terdiri atas lima tahapan, yaitu empathize, define, ideate, prototype, dan test. Data dikumpulkan melalui observasi terhadap media promosi yang telah ada, wawancara dengan pemilik usaha, serta wawancara evaluasi yang melibatkan tiga pelanggan yang mewakili target audiens. Hasil penelitian menunjukkan bahwa media promosi sebelumnya belum memiliki hierarki visual yang terstruktur sehingga informasi penting sulit dikenali. Media promosi yang telah didesain ulang menerapkan prinsip hierarki visual melalui ukuran, kontras warna, tipografi, dan komposisi tata letak. Hasil evaluasi menunjukkan bahwa desain baru dinilai lebih menarik secara visual, lebih mudah dibaca, serta lebih efektif dalam menyampaikan pesan pemasaran. Penelitian ini menunjukkan bahwa integrasi prinsip hierarki visual dan pendekatan design thinking dapat meningkatkan efektivitas media promosi digital bagi usaha ritel berskala kecil.