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Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan

demandia
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Published by Universitas Telkom

ISSN : 24776106 EISSN : 25022431 DOI : -

Core Subject : Science, Education, Art,

Arts Decision Sciences, Operations Research & Management Other

Journal “demandia” is a print and electronic publication media which publishes the results of studies and research in the field of Visual Communication Design, Design Management and Advertising; published twice a year (March and September). The journal managed by Telkom University aims to promote and develop Visual Communication Design, Design Management and Advertising.

Arjuna Subject : -

Articles 172 Documents

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EFEKTIVITAS KONTEN INSTAGRAM SYNCHRONIZE FESTIVAL 2023 DALAM MENINGKATKAN MINAT PENGUNJUNG DENGAN PENDEKATAN MODEL AISAS Wiraprasasta, Anindya; Nugraha, Bintang; Wirasari, Ira
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 9 No 2 (2024): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v9i2.7328

Synchronize Festival merupakan sebuah festival musik tahunan yangberhasil menyatukan para artis lokal dengan berbagai genre musik. SynchronizeFestival sukses membuktikan komitmennya dalam menciptakan pengalamanmenarik bagi penikmat musik melalui promosi aktif di media sosial. Dalammenghadapi persaingan festival musik, penyelenggara Synchronize Festival dituntutuntuk menciptakan sesuatu yang unik dan berbeda dibandingkan dengan parakompetitor lainnya. Untuk mendapatkan hasil yang optimal, strategi komunikasipemasaran memiliki peran yang sangat penting dalam rangka untukmempromosikan produk/ jasa yang ditawarkan kepada audiens. Metode yangdigunakan dalam penelitian ini yaitu strategi komunikasi pemasaran AISAS denganpendekatan rasional dan emosional pada konten Instagram Synchronize Festival2023. Penelitian ini termasuk ke dalam penelitian kualitatif deskriptif denganmengambil studi kasus festival musik yang diselenggarakan oleh Demajors. Dalampenelitian ini terdapat pengkajian pada aspek visual konten Instagram SynchronizeFestival yang dibatasi pada aspek warna dan gaya ilustrasi, serta pengkajian padaaspek efektivitas dalam menarik minat pengunjung. Hasil penelitian ini menunjukkanbahwa penggunaan kombinasi gaya ilustrasi komikal khas 80-90an dengan warnacerah tekstur grunge dan strategi komunikasi pemasaran yang digunakan olehSynchronize Festival 2023 dengan model AISAS, berhasil dalam meningkatkan minatpengunjung terhadap acara tersebut. Hal ini didasarkan pada kenaikan engagementmedia sosial Instagram mereka sebesar 102,12% dalam periode 2022 hingga 2023.

EDUKASI DIGITAL MUSEUM R.A.KARTINI REMBANG “Rekonstruksi Keadilan Gender Melalui Animasi Genealogi R.A.Kartini” Saputro, Godham Eko; Muhammad Wildan Khunaefi; Muhammad Fakhrihun Na’am; Siti Nurrohmah
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 9 No 2 (2024): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v9i2.7639

Studi tentang museum sering kali kurang populer, padahal merekamenawarkan manfaat edukasi yang signifikan. Dengan fokus pada animasi genealogiperjuangan gender R.A. Kartini di Museum R.A. Kartini Rembang, studi inimengeksplorasi penggunaan media digital untuk menyampaikan pesan keadilangender. Tujuan penelitian ini adalah (1) mengevaluasi efektivitas desain interaktifdan animasi dalam edukasi sejarah; (2) mengidentifikasi tantangan dan peluangteknologi digital; dan (3) memberikan rekomendasi untuk pengembangan desainkomunikasi visual. Metode kualitatif dengan analisis teori desain komunikasi visualdari Paul Rand dan Zona Perkembangan Proksimal (ZPD) Lev Vygotsky menjadi dasarstudi ini. Temuan menunjukkan bahwa animasi tersebut efektif dalam menarikperhatian dan memotivasi penonton untuk terlibat lebih dalam, termasuk dalamdiskusi, pencarian informasi tambahan, dan partisipasi dalam aktivitas sosial. Dari 30pengunjung, 60% melaporkan peningkatan pemahaman tentang perjuangan Kartinisetelah menonton animasi. Namun, tantangan terkait aksesibilitas dan relevansihistoris tetap ada, dengan 71% pengelola museum mencatat masalah dalam hal ini.Kesimpulannya, desain komunikasi visual yang baik dapat meningkatkanpembelajaran digital, sementara inovasi berkelanjutan diperlukan untukmemaksimalkan potensi pendidikan digital. Studi ini menawarkan wawasan pentinguntuk pengembangan konten edukasi digital yang lebih efektif dan inklusif.

PERANCANGAN ILUSTRASI CANDI BESERTA ARCA-ARCA PRAMBANAN DENGAN GAYA PIXEL ART DAN IMPLEMENTASINYA PADA DESAIN KAOS Maulana, Arif; Sya'bina, Fani Annisa; Djalulia, Safana Azka; Amalia, Defi Nurul; Sugiharti, Siska; Irawan, Agfa Refangga
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.7810

Prambanan Temple is a valuable cultural heritage, but preservation efforts through merchandise are often hampered by conventional visuals that are unattractive to younger generations. On the other hand, pixel art, a popular form of digital art in pop culture, offers a unique and nostalgic aesthetic, but its potential to represent the beauty of temples has not been widely explored. The objectives of this study are: (1) To design pixel illustrations of Prambanan Temple and its main statues, (2) To implement the designs on T-shirt products. The background of this study is to participate in the preservation of the Prambanan Temple site. This design report uses a qualitative descriptive approach and focuses on the creation of the artwork. The data collection process to meet the research needs used observation and literature study methods. The process of creating artwork went through three stages, namely exploration, design, and production. The results of this research are five T-shirt designs featuring pixel art illustrations of Prambanan Temple, the statues of Shiva, Durga, Ganesha, Brahma, and Vishnu. These designs successfully combine the beauty of complex temples and statues with the bold and minimalist aesthetics of pixel art. Thus, this research not only enriches visual literacy but also offers an alternative model for the development of innovative and high-artistic-value cultural products

DESIGN OF FOLDABLE SNACK PACKAGING FOR CHILDREN AS AN EDUCATIONAL MEDIUM FOR WASTE RECYCLING CULTURE An Nur, Muhammad Hajid; Kholida, Putri; Hikmal Darma Taruna; Salma Aulia Zahra; Sherina Shifa Maharani; Anita Dora Aurelia
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.8967

This paper presents the design process of foldable snack packaging for children as an educational medium to promote waste recycling culture. The focus lies on the development stages, from conceptual exploration to prototype creation, without extending to testing or validation. The design innovation emphasizes foldability as a strategy to minimize waste volume and incorporates interactive and educational elements to encourage early environmental awareness. Twelve design prototypes were developed based on literature review, patent analysis, and iterative visual experimentation. The study highlights how visual communication design can contribute to sustainability education through packaging innovation. Future studies are encouraged to conduct usability testing and impact evaluation with children as users.

CULTURAL MEMORY AND VISUAL BRANDING IN TRADITIONAL CULINARY DISPLAY OF URBAN BANDUNG Ariprahara, Gema; Sunarmi; Handriyotopo
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.9095

This study investigates Padang Ampera restaurants in Bandung as visual archives of Minangkabau cultural memory, navigating urbanization and consumer culture through visual branding. Using a qualitative interdisciplinary approach integrating cultural memory, visual branding, and urban design, it examines design elements like façades, paluang, and ornamentation in Bunga Tanjung, Salero Bagindo, and Saudara Kembar. Findings reveal that these elements enhance authenticity and emotional resonance, preserving Minangkabau identity while appealing to urban lifestyles. The study proposes a cultural branding model that weaves memory, identity, and storytelling, contributing to design practices that balance heritage and modernity. This model supports sustainable cultural preservation in urban culinary spaces but is limited by its focus on Bandung, suggesting broader regional studies. The research advances understanding of how visual branding and culinary display sustain cultural heritage in dynamic urban contexts

BEYOND ADVERTISING: MIXED METHOD ANALYSIS OF WEB SERIES AS A NEW WAY TO BUILD BRAND IDENTITY Mustikasari, Ratih Pandu; Kusuma, Ade; Nuswantari, Sekar Arum
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.9250

Web series, as an alternative to introducing the value of a brand, are currently in great demand. The data shows that web series are currently not only produced as digital content but also for commercial purposes. The intended commercial interests are related to brand promotion and forms of sponsorship. Several web series are sponsored to depict the identity and value of the product in the storyline. One of the reasons brands create web series content is to help their audience connect directly with them. Through web series, the audience can also understand the value in the content. This research used mixed methods to find qualitative and quantitative data. The results show that most audiences are able to understand web series content as a form of brand value and identity. The four indicators measuring understanding of brand identity in web series show uniformity of positive values. The mean of the respondents' answers shows a number above 3 points. This indicates that the audience understands the existence of brand identity in web series content. Overall, respondents agreed that the web series was able to describe the four dimensions of brand identity. Four dimensions of brand identity that can be fully understood show that a web series can be a complete representation of a brand. This is in accordance with various previous studies, which explain that web series can be an alternative for introducing brand identity to specific segments

AESTHETIC INTELLIGENCE IN COCA-COLA’S 2024 ‘CREATE REAL MAGIC’ CAMPAIGN: GENERATIVE AI AND VISUAL STORYTELLING Rangga Lawe, I Gusti Agung
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.9424

This study examines how Coca-Cola, a big brand long associated with emotional storytelling, used generative artificial intelligence (AI) in its 2024 “Create Real Magic” campaign. Unlike the company’s traditional nostalgic advertisements, the campaign introduced three AI-generated Christmas ads, “Unexpected Santa,” “Secret Santa,” and “Silver Santa,” that featured surreal imagery and experimental storylines. A qualitative case study design was applied, drawing on secondary data from official campaign materials, media coverage, the three advertisements, and YouTube audience comments. The analysis focused on visual themes, symbolic elements, and audience responses. The findings reveal a clear shift from Coca-Cola’s warm, human-centered narratives. The AIdriven ads enabled faster production and creative experimentation but weakened authenticity and emotional depth. Audience reactions were sharply divided, while some praised the innovation, others criticized the ads as “creepy,” “soulless,” or inconsistent with Coca-Cola’s holiday traditions. These polarized responses reflect both the creative opportunities of generative AI and wider ethical concerns over authenticity and trust in advertising. The novelty of this research lies in its focus on a globally famous brand’s direct use of generative AI in mainstream advertising. The study concludes that while AI expands creative horizons, big brands risk alienating audiences if innovation overshadows emotional connection. Limitations include reliance on secondary data and the absence of performance metrics such as demographic reach or engagement rates. Future research could address these gaps through focus group discussions, A/B testing, or multimodal analysis to offer more details about consumer responses to AI-driven advertising

VISUAL ANALYSIS OF AI-GENERATED IMAGE DIGITAL PORTRAIT WITH GHIBLI STUDIO STYLE Annisa, Rifa; Wibowo, Aprilia Ariesty; Nandya, Ariesta Beta
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.9459

The rapid development of artificial intelligence technology is capable of interpreting and creating visual artwork based on human input through a platform. Although AI offers efficiency in creating works, the similarity to existing visual styles sparks debate about originality and ethics. This issue gained prominence with the emergence of AI generated Studio Ghibli-style digital portraits on social media. The main issue discussed in this study is how AI-generated images differ visually and technically from Studio Ghibli's original works. Previous studies focused on copyright and data privacy, research comparing visual is still limited. This research aims to fill this gap by conducting a visual comparative analysis between AI-generated works and Studio Ghibli's animation style using Feldman's theory. This comparison clearly shows how AI-generated visuals compare to human-made ones based on visual and technical analysis.The findings show that AI can copy surface features well, but it cannot achieve accurate anatomy, detail, visual consistency, or emotional depth correctly. The study concludes that AI still can't fully copy the emotional and visual depth that human artists can create. The finding emphasizes the uniqueness of original artwork and is expected to provide significant insights for the creative industry, opening up space for ethical discussion and enhancing visual literacy among designers, academics, and the public.

IMPLEMENTATION OF DESIGN THINKING IN THE BRAND ACTIVATION PROCESS OF BAGUS KUMBAH MSME (SHOE CARE SERVICE BUSINESS) Putra Pangestu, Desthyo; Soewardikoen, Didit Widiatmoko
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.9490

Shoe fashion trends are increasingly influenced by various needs, such as functional, collection, or resale. This trend opens up business opportunities for shoe care services, as not all members of the general public can carry out appropriate shoe care, because it requires special knowledge and expertise. However, there are obstacles in introducing shoe care service brands to the public, as experienced by the Bagus Kumbah brand, one of the shoe washing service brands that is relatively new. In the initial stage, business improvement efforts were mapped on the business model canvas after identifying various problems, such as the need to increase public awareness of the brand.Efforts to reach and determine consumer targets to expand the scope of consumer targets and establish treatment processes for interaction with consumers directly and indirectly through social media to provide an impression of experience during the transaction process through various design solutions produced. The problem-solving process usesdesign thinking, which includes the process of data acquisition, data processing, generating various problem solutions, and implementing the initial solution. As a result, a series of brand activation processes has an impact on increasing the number of engagements on Bagus Kumbah's social media, increasing the number of new consumers,and further increasing the loyalty of existing consumers.meningkatkan loyalitas konsumen lama.

REBRANDING STRATEGY FOR COFFEE SMES: NAVIGATING BRAND IDENTITY TRANSFORMATION IN A COMPETITIVE LANDSCAPE Destriani, Elsa; Yanuar Rahman
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.9510

While the coffee industry in Bandung experiences rapid saturation, many local businesses struggle with brand stagnation and loss of consumer relevance. This study investigates the rebranding strategy of Tovi Kohi, a cafe in East Bandung, focusing on the strategic reconfiguration of brand image to maintain competitive advantage. The research fills a gap in localized rebranding studies within the coffee sector, specifically exploring how visual identity and packaging transformation can recalibrate consumer perception in a niche geographic market. Utilizing a qualitative approach, data were collected through purposive semi-structured interviews with owners and customers, field observations, and document analysis, which were then processed using thematic analysis techniques. Results demonstrate that rebranding success hinges on four critical dimensions: consistent visual identity development, mnemonic brand naming, community-centric marketing, and the implementation of fresh, energetic packaging design—specifically utilizing color psychology (pink/yellow) to attract Gen Z and female demographics. This research contributes to the discourse on brand management by providing a framework for small-scale F&B enterprises to achieve strategic alignment with shifting market preferences.

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