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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 177 Documents

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VISUAL REPRESENTATION OF INDONESIAN LOCAL PERFUME ADVERTISEMENT IN SOCIAL MEDIA Anisa Pratiwi; Harni Kartika Ningsih
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.v11i1.9871

This study examines how Indonesian local perfume advertisements on Instagram construct visual meaning using Kress and van Leeuwen’s visual grammar framework. Employing a qualitative descriptive approach, the study analyzes 25 Instagram posts (53 images in total) from three Indonesian perfume brands, focusing on representational, interactional, and compositional dimensions. The findings indicate that perfume advertisements predominantly foreground the product through a combination of narrative and conceptual representations, indirect audience positioning, and visually salient composition. This study shows that visual grammar plays a key role in shaping how advertising messages are structured and interpreted within the visually driven context of Instagram.

BRAND APPEAL, EMOTIONAL ATTACHMENT, AND RESPONSIBLE CONSUMERISM: THE MEDIATING ROLE OF CONSUMER BEHAVIOR Vika Aprianti; Sabilla Saberina; Johannes Kristian Siregar
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.v11i1.10012

Growing awareness of environmental and social issues has encouraged consumers to adopt more responsible consumption practices. However, empirical evidence explaining how brand-related factors influence responsible consumerism remains limited, particularly in emerging markets. This study examines the influence of brand appeal and emotional brand attachment on responsible consumerism, with consumer behavior serving as a mediating variable. Data were collected from 238 consumers of eco-friendly products in urban areas of Indonesia using an online questionnaire with purposive sampling. Structural Equation Modeling (SEM) was applied to analyze the relationships among the constructs. The results show that brand appeal and emotional brand attachment significantly influence consumer behavior, which subsequently promotes responsible consumerism. In addition, consumer behavior plays a significant mediating role in translating brand perceptions and emotional connections into responsible consumption practices. These findings contribute to the literature by integrating emotional branding and consumer engagement perspectives in explaining responsible consumerism and provide strategic insights for developing sustainabilityoriented branding strategies

USER-CENTRED INTERFACE DESIGN FOR AN AUGMENTED REALITY INFORMATION SYSTEM AT LEMBANG PARK & ZOO Mario; Tiara Radinska Deanda; Rully Sumarlin; Muhammad Adharamadinka
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 2 (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.v11i2.10475

Lembang Park & Zoo serves as both a wildlife conservation facility and an educational tourism destination. To support visitor education, the zoo currently utilizes digital and printed informational media. However, printed media present sustainability challenges due to paper consumption and waste generation, while also limiting the flexibility of information delivery. Augmented reality (AR) offers the potential to provide a more sustainable and interactive digital information medium, although its effectiveness depends on the design of an intuitive and user-centred interface. Therefore, this study aims to design a user interface for an AR-based information system at Lembang Park & Zoo based on visitors' needs and interaction preferences. This study employed a qualitative research approach through field observations and semi-structured interviews with zoo visitors to identify user requirements, information needs, and interaction patterns. The collected data were analysed descriptively to identify key themes that informed the interface design process. The findings indicate that visitors require a simple, intuitive, and visually engaging interface with clear navigation and contextual information that can be easily accessed during their visit. These findings were translated into user interface design recommendations for an AR application intended to support digital information delivery and provide a foundation for future implementation and evaluation in zoological education environments.

DEVELOPING A STRATEGIC VISUAL IDENTITY FOR JAHIT UDA USING ALINA WHEELER’S THE BRANDING PROCESS Joshua Fernando Miracle Hadijaya; Garrick Gisala Kurnia
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 2 (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.v11i2.10648

Jahit Uda is a garment sewing service MSME that relies on quality craftsmanship, precision, and customized tailoring services but lacks a structured brand identity, resulting in weak differentiation and an inconsistent professional image. This study aims to develop a strategic visual identity for Jahit Uda using Alina Wheeler's The Branding Process. A qualitative case study approach was employed through observation and semi-structured interviews with the business owner and customers. The data were analysed using thematic analysis, supported by SWOT and TOWS analyses, and implemented through the five stages of The Branding Process. The findings identified four core brand values, quality, simplicity, professionalism, and precision, which guided the development of a comprehensive visual identity system, including a logo, colour palette, typography, communication touchpoints, and visual identity guidelines. The study demonstrates that The Branding Process provides a systematic framework for translating intangible service values into a coherent visual identity, strengthening business differentiation and brand consistency. These findings offer both theoretical insights into service branding and practical guidance for strategic visual identity development in service-based MSMEs.

DIGITAL CULTURAL REPRESENTATION OF PEKING OPERA THROUGH YUN JIN CHARACTER IN GENSHIN IMPACT Shienny Megawati Sutanto; Marina Wardaya
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 2 (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.v11i2.10740

This study explores how the video game Genshin Impact functions as a digital platform for cultural storytelling by examining the character Yun Jin, who is modelled after traditional Peking Opera performers. Focusing on character design, animation, and narrative construction, this research analyses how Yun Jin serves as a digital cultural representation of Peking Opera within a global fantasy universe. Drawing on visual semiotics and soft power theories, the study investigates how elements of traditional cultural heritage are adapted into interactive digital media and how global players perceive this cross-cultural representation. Using qualitative analysis and audience responses, the findings indicate that Yun Jin not only enhances player engagement but also functions as a form of cultural mediation that introduces traditional Chinese performing arts to international audiences. The study addresses a research gap regarding the integration of traditional performance art into interactive entertainment media. The findings highlight the potential of video games to preserve, reinterpret, and promote cultural heritage through immersive storytelling. These results provide implications for visual communication designers regarding the integration of cultural heritage into digital entertainment while maintaining cultural authenticity and global accessibility.

CONCEPTUAL DESIGN OF USER INTERFACE FOR HUMAN ORGANS APPLICATION FOR FOURTH GRADE STUDENTS Cennywati; Anne Nurfarina
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 2 (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.v11i2.10769

This study is intended as an early-stage design for an educational augmented reality (AR) based application. This study employs a qualitative design research approach using user-centred design (UCD) and speculative design. The application displays 3D organ models in students’ real-life environment, providing an exploration of body systems with an interactive, animated, and multi-sensory experience. It is based on prior research’s conclusion through surveys and interviews of 33 students. The UI concept provides ageappropriate features such as simple navigation, tap responsiveness, and gamification elements. The findings indicate the need for a UI design that aligns with cognitive development and creative design principles by promoting speculative thinking to inspire future-oriented science learning. Even though it is still conceptual, this study creates a basis for the development and testing of an AR-based anatomy application in Indonesian primary education while also making users aware of the long-term implications of science and health through interactive media.

BEYOND IMMERSION: A COMPARATIVE ANALYSIS OF 360° AND FLAT VIDEO FOR VENOMOUS SNAKEBITE FIRST-AID EDUCATION Angelia Lionardi; Siti Adlina Rahmiaty
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 2 (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.v11i2.10850

As a tropical country, Indonesia is home to numerous snake species, including highly venomous snakes such as the banded krait (Bungarus fasciatus) and the Malayan krait (Bungarus candidus). Nevertheless, public knowledge of proper first aid for venomous snakebites remains limited, often leading to panic and inappropriate treatment. This study explored the use of MIGUI, a 360° video application, as an educational medium for snakebite first aid. The study involved literature review, documented observation notes, interviews, video production, and usability testing with 30 respondents. Pre-test and post-test questionnaires were used to evaluate participant’s prior knowledge, user experience, and understanding after viewing the educational content. The findings indicated that the 360° video provided an immersive viewing experience and encouraged participant engagement. However, the comparison did not demonstrate a clear advantage in knowledge transfer over the flat video format. Technical and presentational factors, including reduced visual clarity, unclear audio, environmental distractions, and users’ expectations of interactivity, affected the viewing experience. These findings provide a practical basis for future educational media production by emphasising the need for device-appropriate video resolution, clear audio and subtitles, focused visual composition, explicit interaction guidance, and instructional narratives that direct users’ attention towards essential first-aid procedures.

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