Warna sebagai Identitas Merek pada Website

Wirania Swasty, Jiwa Utama

Abstract


Abstrak

Website merupakan salah satu alat komunikasi berupa pemasaran-online interaktif yang dirancang untuk melibatkan pelanggan agar dapat meningkatkan kesadaran dan citra merek, atau memicu penjualan produk dan jasa. Website relatif terjangkau terutama bagi Usaha Mikro Kecil dan Menengah (UMKM). Permasalahan yang dihadapi UMKM di antaranya lemahnya kegiatan branding dan promosi serta kurang ahli dalam penguasaan teknologi. Menjembatani hal ini, maka diperlukan studi mengenai identitas merek pada website. Studi ini bertujuan untuk memberikan pemahaman akan pemanfaatan warna dalam identitas merek yang diaplikasikan pada website perusahaan. Diharapkan studi ini dapat berguna bagi UMKM dalam membangun merek dan melakukan program pemasaran dengan memanfaatkan warna identitas.Studi diawali dengan pengumpulan data melalui tinjauan literatur terkait dengan warna dan desain antarmuka website. Observasi kemudian dilakukan pada tiga website (zananachips.com, sneaklinid.com, dan kandurastudio.com) sebagai studi kasus, yang merupakan situs resmi UMKM dari Bandung. UMKM yang digunakan sebagai studi kasus dipilih secara acak dari berbagai industri (makanan, layanan, dan kerajinan). Kuesioner yang dibagikan kepada responden secara acak kepada warga Kota Bandung dan sekitarnya. Dari studi ini terungkap bahwa Zanana dinilai telah berhasil memanfaatkan peranan warna dalam membangun merek. Studi ini juga menyarankan bahwa penerapan warna yang konsisten juga dapat menjadi faktor penentu suatu sistem identitas visual.

 

Kata Kunci: identitas, merek, UMKM, warna, website

 

Abstract

Website is one of communication tool in the form of interactive online marketing which is designed to engage the customer in order to increase awareness and brand image, or trigger sales of products and services. Website relatively affordable, especially for Small and Medium Enterprises (SMEs). The problem faced by SMEs are weak branding and promotional activities as well as the lack of experts in the mastery of technology. Bridging this gap, the study of brand identity on the website is required. This study aims to provide an understanding of the use of color in brand identity that was applied to the company's website. This study is expected to be useful for SMEs in brand building and conducting marketing programs by utilizing color identity. The study begins with data collection by literature review related to the color and design of the website user interface. Observation on three websites (zananachips.com, sneaklinid.com, dan kandurastudio.com) as a multiple case study is carried out, which is the official website of the SMEs Bandung. SMEs that are used as a case study were randomly selected from a variety of industries (food, service, and crafts). The questionnaire distributed to respondents randomly to the citizens of Bandung and its surroundings. It was revealed that Zanana considered to have successfully utilized the role of color in brand building. This study also suggests that the application of consistent color can also be a determining factor of a visual identity system.

 

Keywords: identity, brand, SMEs, color, website


Full Text:

PDF

References


Kotler, P. dan Keller, K.L., 2012. Marketing Management 14th Ed. New Jersey: Prentice Hall.

Kotler, P. dan Armstrong, G. Principles of Marketing, 14th ed., Boston: Pearson Prentice Hall, 2012.

Wang, S-L. dan Hoa, V.T., 2014. An Application of Software Technology towards an Effective Web Design. IACSIT International Journal of Engineering and Technology, Vol. 5 (2), hh. 325-330.

UU Nomor 20 Tahun 2008 tentang UMKM

Sabirin, 2016. Era Pasar Bebas Usaha Mikro Kecil Menengah (UMKM) Indonesia Siap atau Tidak? [Online] (Updated 26 April 2016) URL: http://www.kompasiana.com/sabirinsaiga/era-pasar-bebas-usaha-mikro-kecil-menengah-umkm-indonesia-siap-atau-tidak_571f8ae5c322bd7408cd1b24 [Diakses pada 29 Desember 2016]

Sudaryanto dan Hanim, A., 2002. Evaluasi kesiapan UKM Menyongsong PasarBebas Asean (AFTA) : Analisis Perspektif dan Tinjauan Teoritis. Jurnal Ekonomi Akuntansi dan Manajemen, 1 (2) dalam Sabirin, 2016. Era Pasar Bebas Usaha Mikro Kecil Menengah (UMKM) Indonesia Siap atau Tidak? [Online] (Updated 26 April 2016)

Rofiq, A., 2016. Strategi UKM Hadapi MEA. [Online] (Updated 14 Januari 2016) URL:

http://economy.okezone.com/read/2016/01/14/320/1288073/strategi-ukm-hadapi-mea [Diakses pada 29 Desember 2016]

Triedman, Karen. 2015. Color: the Professional’s Guide. Ohio: North Light Books., Darmaprawira, S. (2002). Warna: Teori dan Kreativitas Penggunaannya Ed-2. Bandung: Penerbit ITB.

Sanyoto, S.E., 2005. Nirmana: Dasar-dasar Seni dan Desain. Yogyakarta: Jalasutra.

Kotler, P., 2000. Marketing Management Millenium Edition, Tenth Edition. New Jersey: Prentice-Hall.

Kress, G. and Van Leeuwen, T. (2002) Colour as a semiotic mode: Notes for a

grammar of colour. Visual Communication, 1(3), 343–368 dalam Johnson, M.A. dan Carneiro, L. Communicating visual identities on ethnic museum websites. Visual Communication, Vol 13(3), hh. 357 –372 DOI 10.1177/1470357214530066

Johnson, M.A. dan Carneiro, L. Communicating visual identities on ethnic museum websites. Visual Communication, 13(3), hh. 357 –372 DOI 10.1177/1470357214530066

Lindgaard et al., 2006 in K.L. Vu and R.W Proctor, Handbook of Human Factors in Web Design, Second Edition. [e-book]. Boca Raton, FL: CRC Press, 2011.

Lauer, D. A. dan Pentak, S., 2002. Chapter 5: balance. Design Basics. Australia: Wadsworth, pp. 75-98 dalam Brady, L. dan Philips, C., 2003. Aesthetics and Usability: A Look at Color and Balance, 2003 [online] (Updated February 11, 2003) URL: http://usabilitynews.org/aesthetics-and-usability-a-look-at-color-and-balance/ [diakses pada 18/09/2016].

Wheeler, A., 2009. Designing Brand Identity: an Essential Guide for the Entire Branding Team. New Jersey: John Wiley & Sons.

Susanto dan Wijanarko, H., 2004. Power Branding: Membangun Brand yang Legendari. Jakarta: Mizan Pustaka

Zaichkowsky, J.L., 2010. Strategies for distinctive brands. Journal of Brand Management, suppl. Special Issue: Brand Governance, 17 (8), hh. 548-560.

Kapferer, J.N. (1995) Stealing brand equity: Measuring perceptual confusion between national brands and 'copycat' own-label products. Marketing and Research Today, 23 (2), 96-103. Dalam Zaichkowsky, J.L., 2010. Strategies for distinctive brands. Journal of Brand Management, suppl. Special Issue: Brand Governance, 17 (8), hh. 548-560.

Marcus, A., Baumgartner, V. J., 2004. A Visible Language Analysis of User-Interface Design Components and Culture Dimensions. Visible Language, 38(1), 2-65.

Shimray, S.R. dan Ramaiah, C.K., 2015. Design and Development of an Online Exhibition on the Tangkhul Tribe Festivals. DESIDOC Journal of Library & Information Technology, 35 (2), hh. 124-131




DOI: https://doi.org/10.33633/andharupa.v3i01.1294

Article Metrics

Abstract view : 575 times
PDF - 313 times

Refbacks

  • There are currently no refbacks.


 

 

indexed by:

 

 

 

 

 

Andharupa Journal (p-ISSN: 2477 - 2852 | e-ISSN: 2477 - 3913) is published by Dian Nuswantoro University, Semarang. This Journal is licensed under Creative Commons Attribution 4.0 International License.