Perancangan Identitas Visual Event Pasar Kreatif Swarna Rasa Lokal
DOI:
https://doi.org/10.32664/mavis.v8i01.2233Kata Kunci:
identitas visual, event branding, budaya Bugis, GSM, wayfindingAbstrak
Penelitian ini merupakan penelitian perancangan desain (practice-based design research) yang bertujuan mengembangkan sistem identitas visual untuk event pasar kreatif Swarna Rasa Lokal yang mengangkat budaya Bugis sebagai tema utama dalam rangka memperkuat daya tarik promosi budaya lokal bagi audiens muda urban. Metode penelitian memadukan pendekatan kuantitatif dan kualitatif melalui kuesioner preferensi visual kepada 108 responden berusia 17–24 tahun, wawancara dengan perwakilan Kementerian Ekonomi Kreatif (EKRAF), benchmarking event kreatif sejenis, serta analisis SWOT sebagai dasar perumusan strategi desain.Hasil perancangan diwujudkan dalam sistem identitas visual yang mencakup logo dengan integrasi ikon perahu Phinisi dan aksara Lontara, dua varian warna untuk fase promosi dan fase pelaksanaan acara, serta penyusunan Graphic Standards Manual (GSM) yang mengatur konstruksi, konfigurasi, warna, tipografi, elemen grafis, dan aturan penggu naan identitas. Sistem identitas visual tersebut diimplementasikan pada media digital seperti Instagram dan website, serta media lingkungan event seperti main gate, floorplan wayfinding, dan booth signage.Temuan penelitian menunjukkan bahwa konsistensi sistem visual dan penekanan logo sebagai anchor brand yang sesuai dengan preferensi audiens berpotensi meningkatkan keterkenalan (recognizability) dan kualitas pengalaman pengunjung. Penelitian ini berkontribusi dalam menawarkan model perancangan identitas visual event berbasis riset audiens yang relevan untuk mendukung promosi budaya daerah dalam konteks ekonomi kreatif.
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