Komunikasi Visual Dalam Pemasaran Produk Industri Kreatif
DOI:
https://doi.org/10.26905/nomosleca.v11i2.15600Keywords:
Visual Design, Brand Identity, Creative Industries, Marketing CommunicationsAbstract
In the digital era, visual communication has become an important element in the marketing of creative industry products, functioning to build brand identity and influence consumer purchasing decisions. This study aims to analyze the role of visual communication in increasing marketing effectiveness. The method used is a qualitative approach with literature studies, collecting data from various academic sources and relevant reports. The results of the study indicate that visual elements such as consistent color, typography, and illustration can increase consumer appeal and engagement. These findings provide a significant contribution to the understanding of effective visual communication strategies in the context of marketing. In conclusion, this study recommends that creative industry players consider cultural and psychological aspects in visual design to increase the relevance and impact of marketing in the future.
Downloads
References
Annisa, F., Fadli, M. R., Suherman, N., & Prawira, I. F. A. (2024). Analisis Pengaruh Strategi Pemasaran melalui TikTok terhadap Minat Beli Konsumen: Studi Literatur. Jurnal Bisnis Mahasiswa, 4(1), 14–24. https://doi.org/10.60036/jbm.v4i1.art2
Arneisha, S., Marasabessy, N., Dimyati, D., & Komunikasi, S. I. (2024). ANALISIS STRATEGI KOMUNIKASI PEMASARAN LUCRUM PLACE AND. 9(4), 938–950.
Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Ayala, J. L. (2019). Componentes de los identificadores visuales y su efecto en el reconocimiento de marca. Questiones Publicitarias, 2(23), 11–19. https://doi.org/10.5565/rev/qp.314
Bintoro, D. (2022). Strategi Komunikasi Pemasaran Apparel (Penyedia Pakaian Olahraga) Lokal Guna Menarik Minat Beli Konsumen (Studi Kasus Papo Apparel Dan Spunky Apparel). https://dspace.uii.ac.id/handle/123456789/41917
Cherokova, A., & Elkina, E. (2024). Communication design and visualization issues. Scientific Search: Personality, Education, Culture, 1, 86–91. https://doi.org/10.54348/SciS.2024.1.13
Darmawan, A., Moussadecq, A., & Justin, M. R. (2024). Identitas visual kopi Robusta Lampung Barat. Jurnal Desain, 12(1), 220. https://doi.org/10.30998/jd.v12i1.21200
Dewi, A. K., & Surahman, A. (2023). CARA WIMBA DAN TATA UNGKAPAN BAHASA RUPA DALAM PRINT-AD SEBAGAI STRATEGI KOMUNIKASI Studi Kasus Iklan Pemenang The Cannes Lions International Festival of Creativity Kategori Print-Ad pada tahun 1992. CITRAWIRA : Journal of Advertising and Visual Communication, 4(2), 202–212. https://doi.org/10.33153/citrawira.v4i2.5672
Engelbert, S. M. A. (2025). PERAN TEKNOLOGI KOMUNIKASI DALAM MENINGKATKAN EFEKTIVITAS PEMASARAN DIGITAL PADA GENERASI Z. Sintesa, 4(01), 63–85. https://doi.org/10.30996/sintesa.v4i01.12645
Fauzi, I., Rachmawati, M., & Aziz, A. (2022). PELATIHAN INTERNET MARKETING DALAM UPAYA MENINGKATKAN SOFTSKILL KEWIRAUSAHAAN PADA SISWA SMK BHAKTI NUSANTARA SALATIGA. ABDI MAKARTI, 1(1), 34. https://doi.org/10.52353/abdimakarti.v1i1.265
Gede, P., Kresna, S., & Yoga, D. (2024). Visualisasi Modern sebagai Strategi dalam Pengenalan Budaya di Era Globalisasi kepada Gen Z. 12(2), 135–141.
Hananto, B. A. (2019). Identitas Visual Digital Brand Dalam Sosial Media. Seminar Nasional Desain Dan Arsitektur (SENADA) 2019, 2, 56–61.
Haryanti, N., & Baqi, D. A. (2019). Strategi Service Quality Sebagai Media Dalam Menciptakan Kepuasan Dan Loyalitas Pelanggan. Journal of Sharia Economics, 1(2), 101–128. https://doi.org/10.35896/jse.v1i2.72
Hasbullah, H., Sumadewa, I. N. Y., & Satria, C. (2024). Strategi Komunikasi Visual Dalam Animasi Iklan Sasa Tepung Bumbu. Widya Duta: Jurnal Ilmiah Ilmu Sosial Budaya, 19(2), 114–128. https://doi.org/10.25078/wd.v19i2.4053
Ibrahim, J., Tambunan, O. D., & Husenudin, A. (2025). Analisis Pengaruh Branding Visual terhadap Minat Beli Konsumen. MES Management Journal, 4(1). https://doi.org/10.56709/mesman.v4i1.606
Kholik, A., Soegiarto, A., & Sari, W. P. (2024). Strategi Komunikasi Visual dalam User Interface (UI) dan User Experience (UX) Untuk Membangun Kepuasan Pengguna. TUTURAN: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, 2(4), 335–344. https://doi.org/10.47861/tuturan.v2i4.1358
Kujur, F., & Singh, S. (2020). Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 0–0. https://doi.org/10.4067/S0718-18762020000100104
Lyu, R. (2023). Exploring the Influence of Visual Elements in Corporate Communication: A Case Study of the Luxury Brand Industry. Communications in Humanities Research, 13(1), 233–238. https://doi.org/10.54254/2753-7064/13/20230339
Mahardikayana, D. A., Dewi, A. K., & Sari, N. L. D. I. D. (2023). PERANCANGAN ULANG LOGO TUKSEDO STUDIO DI GIANYAR SEBAGAI SARANA UNTUK MENINGKATKAN BRAND AWARENESS. AMARASI: JURNAL DESAIN KOMUNIKASI VISUAL, 4(01), 37–51. https://doi.org/10.59997/amarasi.v4i01.1954
Marilyn, & Sitinjak, T. (2022). THE EFFECT OF VISUAL COMMUNICATION ON “CANTIK FEST” IN TOKOPEDIA TOWARDS BUYING INTEREST OF FEMALE CONSUMER IN JAKARTA. Jurnal Komunikasi Dan Bisnis, 10(2). https://doi.org/10.46806/jkb.v10i2.909
Muhaemin, M. (2023). Analisis Pemanfaatan Artificial Intelligence (AI) sebagai Referensi dalam Desain Komunikasi Visual. Jurnal SASAK : Desain Visual Dan Komunikasi, 5(1), 71–80. https://doi.org/10.30812/sasak.v5i1.2966
Octarani, V., Lestariningsih, T., Taufiq, A., & Hadi, B. M. (2024). PERAN DEKORASI KUE DALAM MENARIK PERHATIAN KONSUMEN DAN MEMPENGARUHI KEPUTUSAN PEMBELIAN DI RECOLTE PATISSERIE SURABAYA. The Sages Journal, 2(02), 62–73. https://doi.org/10.61195/sages.v2i02.18
Percy, L., & Rosenbaum-Elliott, R. (2021). Selecting the Target Audience. In Strategic Advertising Management. Oxford University Press. https://doi.org/10.1093/hebz/9780198835615.003.0009
Prasetya, R. P. D., Azizah, R. N., Halwa, J. B. W., Nugroho, R. H., & Kusumasari, I. R. (2024). Implementasi Penggunaan Data Analytics untuk Mengoptimalkan Pengambilan Keputusan Bisnis di Era Digital. Jurnal Bisnis Dan Komunikasi Digital, 2(2), 12. https://doi.org/10.47134/jbkd.v2i2.3459
Rasyid, R., Fajri, M. N., Wihda, K., Ihwan, M. Z. M., & Agus, M. F. (2024). Pentingnya Pendidikan Karakter dalam Dunia Pendidikan. Jurnal Basicedu, 8(2), 1278–1285. https://doi.org/10.31004/basicedu.v8i2.7355
Rochmawati, I., & Fadilah, A. (2023). Visual and Creative Design Strategy for Promotion of Tourism and Culture in West Bandung Regency. Proceeding of International Conference on Business, Economics, Social Sciences, and Humanities, 6, 560–568. https://doi.org/10.34010/icobest.v4i.428
Stoimenova, B. (2023). Visual Marketing Elements in Digital Media: A Tool for Planning. SPM, 1(1), 70–77. https://doi.org/10.37075/SPM.2022.08
Taruna, E. (2021). Kajian Desain Dan Bahan Kemasan Minyak Gosok Cap Tawon Terhadap Keputusan Pembelian. Tuturrupa, 3(2), 10. https://doi.org/10.24167/tr.v3i2.3132
Virgyawan, G., & Hernawati, R. (2024). Strategi Komunikasi Visual Bujang Rimba dalam Membangun Brand Identity. Bandung Conference Series: Communication Management, 4(2), 278–287. https://doi.org/10.29313/bcscm.v4i2.12800
Wahyudi, M. C., Nuradhi, M., & Rahadiyanti, M. (2018). PERANCANGAN SHOWROOM MAESTRO MUSIK DI SURABAYA. Aksen : Journal of Design and Creative Industry, 3(1), 31–63. https://doi.org/10.37715/aksen.v3i1.663
Wang, X. (2024). Visual Communication and Branding: The Role of Graphic Design in Building Brand Image and Recognition. Highlights in Art and Design, 8(2), 19–22. https://doi.org/10.54097/qwy32g44
Wardani, S. (2023). Strategi Komprehensif untuk Pencapaian Tujuan Bisnis dalam Bauran Komunikasi Pemasaran. Jurnal Ekonomi Dan Bisnis, 3(1), 39–47. https://doi.org/10.56145/ekonomibisnis.v3i1.152
Yudhanto, S. H., Risdianto, F., & Artanto, A. T. (2023). Cultural and Communication Approaches in the Design of Visual Communication Design Works. Journal of Linguistics, Culture and Communication, 1(1), 79–90. https://doi.org/10.61320/jolcc.v1i1.79-90
Zhang, J. (2024). The Application of Visual Communication Design in Brand Image Shaping. Highlights in Art and Design, 8(2), 1–4. https://doi.org/10.54097/snk8jk46
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
