Perancangan Penjenamaan Visual sebagai Media Promosi Wisata Kabupaten Ogan Komering Ilir Sumatera Selatan

Authors

  • M. Edo Pratama Putra Universitas Indo Global Mandiri Palembang
  • M. Dwi Marianto Institut Seni Indonesia Yogyakarta

DOI:

https://doi.org/10.33633/andharupa.v9i4.8315

Abstract

AbstrakKabupaten Ogan Komering Ilir (OKI) merupakan salah satu kabupaten di provinsi Sumatera Selatan yang memiliki kebudayaan yang kuat. Masyarakat OKI menjunjung tinggi adat istiadat dalam kehidupan sehari-hari, di antaranya seperti Midang dan Mulah, yang merupakan tradisi pernikahan masyarakat OKI. Selain itu, kabupaten OKI juga memiliki potensi wisata tinggi, di antaranya Taman Segitiga Emas dan danau Teluk Gelam. Namun, kabupaten OKI belum memiliki penjenamaan visual yang dapat mengenalkan potensi wisata yang terdapat di dalamnya, sehingga menjadikan kabupaten OKI kurang dikenal masyarakat secara luas sebagai tujuan wisata di provinsi Sumatera Selatan. Tujuan dari penelitian ini adalah untuk mengenalkan potensi wisata yang terdapat di kabupaten OKI melalui penjenamaan visual. Penelitian ini menggunakan metode perancangan design thinking oleh Tim Brown yang memiliki lima tahapan dalam melakukan perancangan desain yaitu empathize, define, ideate, protoype dan test. Proses pengumpulan data menggunakan metode kualitatif dengan melakukan observasi, wawancara, kajian literasi, dan dokumentasi. Hasil sintesis menjadi solusi pemecahan masalah dalam bentuk penjenamaan visual untuk merespon permasalahan komunikasi visual yang terjadi di kabupaten OKI. Konsep visual brand pada penelitian menjadi nilai kebaruan dari hasil perancangan, sehingga dapat menjadi media promosi yang mampu mengenalkan potensi wisata dan budaya di kabupaten OKI. Kata kunci: kabupaten Ogan Komering Ilir, media promosi, penjenamaan visual, wisata AbstractOgan Komering Ilir (OKI) district is one of the districts in South Sumatra province that has a strong culture. The community of OKI highly upholds traditional customs in their daily lives, including practices such as Midang and Mulah, which are wedding traditions of the OKI community. In addition, OKI district also has high tourism potential, including the Golden Triangle Park and Teluk Gelam lake. However, OKI district does not yet have a visual branding that can introduce the tourism potential contained in it, thus making OKI district less widely known to the public as a tourist destination in South Sumatra province. The purpose of this research is to introduce the tourism potential contained in OKI district through visual branding. This research employs the design thinking methodology developed by Tim Brown, consisting of five stages in the design process: empathize, define, ideate, prototype, and test. The data collection process utilizes qualitative methods, including observation, interviews, literary reviews, and documentation. The results of the synthesis become a problem-solving solution in the form of visual branding to respond to visual communication problems that occur in OKI district. The visual brand concept in the research becomes the novelty value of the design results, so that it can be a promotional media that is able to introduce the tourism and cultural potential in OKI district.  Keywords: Ogan Komering Ilir district, promotional media, tourism, visual branding

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Published

2024-06-19

Issue

Vol. 9 No. 04 (2023): December 2023

Section

Articles

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