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LAPORAN

PROYEK AKHIR

DESAIN KOMUNIKASI VISUAL

PERIODE 12

PERANCANGAN KAMPANYE SOSIAL UNTUK MENCEGAH

KEBIASAAN PROKRASTINASI DALAM BIDANG AKADEMIK

PADA MAHASISWA

Disusun oleh

Nama: Hyacintha Devina

Nim:14.L1.0012

Pembimbing:

Peter Ardhianto, S.Sn, M.Sn.

FAKULTAS ARSITEKTUR DAN DESAIN

DESAIN KOMUNIKASI VISUAL

UNIVERSITAS KATOLIK SOEGIJAPRANATA SEMARANG

Tahun ajaran 2017-2018

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PRAKATA

Puji syukur kepada Tuhan Yang Maha Esa yang telah memberikan berkat serta

penyertaannya, sehingga penulis dapat menyelesaikan perancangan Proyek Akhir dengan

judul “Perancangan Kampanye Sosial untuk Mencegah Kebiasaan Prokrastinasi dalam

Bidang Akademik pada Mahasiswa”

Penulis menyadari sepenuhnya bahwa penelitian ini tidak akan terselesaikan tanpa

adanya dukungan dan bantuan dari berbagai pihak. Maka pada kesempatan kali ini, penulis

menyampaikan terima kasih kepada :

1. Bapak Peter Ardhianto, S.Sn, M.Sn. selaku dosen pembimbing yang telah

meluangkan waktu dan pikiran untuk membimbing penulis selama proses pengerjaan

mata kuliah seminar ini dari awal semester hingga akhir.

2. Ibu Dra.R.A.Praharesti Eriany, M.Si yang bersedia memberikan pengetahuan

mengenai prokrastinasi akademik dalam sisi psikologis.

3. Orang tua penulis yang selalu memberikan dukungan.

4. Teman – teman seperjuangan dan para sahabat yang selalu memberikan dukungan dan

bantuan dalam proses pengerjaan Proyek Akhir ini.

5. Dan semua orang yang ikut ambil bagian dalam proses penelitian yang tidak dapat

dituliskan satu persatu.

Akhir kata, penulis menyadari bahwa perancangan ini jauh dari kata sempurna.

Mohon maaf jika ada kesalahan dari penulis. Oleh karena itu, penulis menerima kritik dan

saran yang membangun akan diterima dengan senang hati demi sempurnanya perancangan

ini. Atas perhatiannya, penulis mengucapkan terima kasih.

Semarang,

Penulis

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DAFTAR ISI

Halaman Judul ................................................................................................................ i

Lembar Pengesahan ........................................................................................................ ii

Pernyataan Orisinalitas ................................................................................................... iv

Kata Pengantar ............................................................................................................... v

Daftar Isi ......................................................................................................................... v i

Daftar Isi Gambar............................................................................................................. vii

Daftar Tabel dan Bagan................................................................................................... viii

ABSTRAK...................................................................................................................... 1

BAB I PENDAHULUAN

1.1. Latar Belakang ......................................................................................................... 2

1.2. Identifikasi Masalah ................................................................................................. 3

1.3. Pembatasan Masalah.................................................................................................. 3

1.3.1 Lingkup Pembatasan.................................................................................... 3

1.3.2 Lingkup Demografi..................................................................................... 4

1.4. Perumusan Masalah.................................................................................................. 3

1.5. Tujuan Penelitian ...................................................................................................... 4

1.5.1 Tujuan Khusus............................................................................................. 4

1.5.2 Tujuan Umum.............................................................................................. 4

1.6. Manfaat Penelitian .................................................................................................... 4

1.6.1 Masyarakat.................................................................................................. 4

1.6.2 Institusi........................................................................................................ 5

1.6.3 Diri Sendiri.................................................................................................. 5

1.7. Metodologi Perancangan........................................................................................... 5

1.7.1 User Research............................................................................................. 5

1.7.2 Insight......................................................................................................... 7

1.7.3 Background Research................................................................................. 8

1.7.4 Timeline Research...................................................................................... 9

1.7.5 Initial Concept............................................................................................ 9

1.7.6 Dokumentasi Target.................................................................................. 10

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1.8. Skema Perancangan..................................................................................................11

1.9 Tinjauan Pustaka......................................................................................................12

BAB II LANDASAN TEORI

2.1. Landasan Teori.......................................................................................................14

2.1.1 Teori Studi Akademik dan Mahasiswa.....................................................15

2.1.2 Teori Prokrastinasi..................................................................................17

2.1.3 Teori Kampanye......................................................................................18

2.1.4 Teori Logo...............................................................................................21

2.1.5 Layout........................................................................................................21

2.1.6 Elemen Desain Komunikasi Visual.........................................................25

2.2. StudiKomparasi......................................................................................................25

BAB III METODOLOGI

PENELITIAN

3.1. Strategi Komunikasi................................................................................................. 27

3.1.1 Sasaran Khalayak dan Target Audience....................................................... 27

3.1.2 Analisa Target Sasaran................................................................................. 27

3.1.3 Konsep Penyampaian Pesan......................................................................... 28

3.1.4 Strategi Penyampaian Pesan......................................................................... 29

3.2. Analisa Target Audience ..........................................................................................33

3.2.1 Angket........................................................................................................... 33

3.2.2 Wawancara.................................................................................................... 34

3.2.3 In Depth Interview........................................................................................ 35

3.2.4 Forum Group Discussion.............................................................................. 36

3.2.5 Cultural Probing............................................................................................ 36

3.2.6 Kesimpulan....................................................................................................37

3.3. Strategi Media ..........................................................................................................38

3.3.1 Objektif Media.............................................................................................39

3.3.2 Pendekatan Media........................................................................................40

3.3.3 Budgeting....................................................................................................40

BAB IV SRATEGI KREATIF

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4.1. Konsep Verbal......................................................................................................... 40

4.1.1 Tema Kampanye........................................................................................... 40

4.1.2 Konsep Judul Kampanye.............................................................................. 40

4.1.3 Konsep Tagline............................................................................................. 41

4.1.4 Tone and Manner.......................................................................................... 42

4.1.5 Pemilihan Bahasa.......................................................................................... 42

4.2. Konsep Visual ..........................................................................................................

42

4.2.1 Konsep Logo................................................................................................. 42

4.2.2 Konsep Warna............................................................................................... 43

4.2.3 Konsep Thypography.................................................................................... 44

4.2.4 Konsep Fotografi........................................................................................... 45

4.3. Visualisasi Desain .....................................................................................................

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4.3.1 Attention...................................................................................................... 46

4.3.2 Interest......................................................................................................... 47

4.3.3 Search...........................................................................................................

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4.3.4 Action...........................................................................................................

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4.3.5 Share...........................................................................................................

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BAB V KESIMPULAN DAN

SARAN

5.1. Kesimpulan............................................................................................................... 55

5.2. Saran ........................................................................................................................ 55

DAFTAR PUSTAKA..................................................................................................... 56

LAMPIRAN................................................................................................................... 58

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DAFTAR ISI

GAMBAR

Gambar 1.1 Bagan Jumlah Prokrastinator..................................................................... 5

Gambar 1.2 Bagan Kegiatan Prokrastinator.................................................................. 6

Gambar 1.3 Bagan Dampak Prokrastinasi..................................................................... 6

Gambar 1.4 Target User................................................................................................ 10

Gambar 2.1 Logo Chanel.............................................................................................. 19

Gambar 2.2 Logo CNN Media Company..................................................................... 20

Gambar 2.3 Logo Benefit Cosmetics............................................................................ 20

Gambar 2.4 Huruf Serif, Sans Serif, Script dan Dekoratif............................................ 22

Gambar 2.5 Warna panas dan dingin........................................................................... 23

Gambar 2.5 Warna Primer dan Sekunder...................................................................... 25

Gambar 2.7 Desain Iklan Prokrastinasi oleh Halim Muhammad.................................. 25

Gambar 4.1 Logo.......................................................................................................... 42

Gambar 4.2 Warna Logo.............................................................................................. 43

Gambar 4.3 Foto............................................................................................................ 45

Gambar 4.4 Photobox dan Twibon................................................................................ 46

Gambar 4.5 Instagram.................................................................................................... 47

Gambar 4.6 Iklan Aplikasi............................................................................................ 47

Gambar 4.7 Ticket.......................................................................................................... 47

Gambar 4.8 Website........................................................................................................ 49

Gambar 4.9 X-banner.................................................................................................... 50

Gambar 4.10 Baliho........................................................................................................ 50

Gambar 4.11 Aplikasi..................................................................................................... 52

Gambar 4.12 Kupon....................................................................................................... 52

Gambar 4.13 Merchendise.............................................................................................. 54

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DAFTAR TABEL DAN BAGAN

Bagan 1.1 Skema Perancangan..................................................................................... 11

Bagan 2.1 Struktur Model Kampanye Leon Ostegaard................................................ 18

Tabel 3.1 Tabel AISAS................................................................................................ 38

Tabel 3.2 Tabel Budgeting........................................................................................... 39

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ABSTRAK

Prokrastinasi akademik adalaha penundaan yang dilakukan pada pekerjaan dalam dunia

akademik. Menurut Janson dan Carton sekitar 50-90% mahasiswa melakukan prokrastinasi.

Prokrastinasi akademik ini memiliki dampak yang sangat banyak. Selain juga dapat

menyebabkan stress ( Tice & Baumeister ), menurut Ferrari dkk juga menyebabkan hasil yang

tidak optimal pada hasil pekerjaannya. Selain itu juga menyebabkan keterbiasaan hingga pada

dunia kerja ( penelitian pribadi ).

Maka dari itu prokrastinasi butuh untuk dicegah. Dengan pendekatan digital dan

interaktif, mahasiswa yang berada pada era jaman tenologi akan tertarik. Dengan media yang

memberikan dorongan namun sekaligus praktis dan memiliki reward. Diharapkan dapat

mencegah terjadinya kebiasaan prokrastinasi pada mahasiswa usia 18-23 tahun. Serta sekaligus

mengurangi kebiasaan yang sudah terlanjur ada.

ABSTRACT

Academic procrastination is a delay made on work in the academic world. According to Janson

and Carton, about 50-90% of students do procrastination. This academic procrastination has

had an enormous impact. Besides also can cause stress (Tice & Baumeister), according to

Ferrari and friends, also cause non-optimal results of their work. Procrastination alson can

be a habits until when they finally work. (personal research).

Therefore procrastination needs to be prevented. With a digital and interactive approach,

students who are in the tenologi era will be interested. With a media that provides a boost but

at the same time practical and have rewards. Expected to prevent the occurrence of

procrastination habits in students aged 18-23 years. And at the same time reduce the habit that

already exist.