Electronic Theses and Dissertation

Ringkasan tugas akhir ini membahas desain promosi visual pada porduk teh celup orasella, yaitu teh herbal berbahan dasar kulit jeruk sankis dan bunga rosella. penelitian ini dilatarbelkangi oleh meningkatnya pesaing produk minuman herbal, sehingga memerlukan strategi promosi visual yang mampu menarik perhatian konsumen dan membangun citra produk secara positif. tujuan penelitian ini adalah mengatuhi tanggapan konsumen terhadap desain promosi visual teh celup orasella serta mengidentifika elemen visual yang paling disukai konsumen. elemen promosi visual yang di teleti ada 7 elemen yaitu warna, tipografi, ilustrasi/gambar, tata letak, logo, kemasan, dan ukuran. metode yang diguakan adalah deskriptif kuantitatif dengan teknik pengumpulan data melalui kuesioner skala likert kepada 30 responden berusia 16-50 tahun yang pernah elihatt atau mengosumsi produk orasella. hasil penelitian menunjukkan seluruh elemen promosi visual teh celup orasella mendapatkan rseponpositif dari responden. warna dinilai mampu merepsentasikan kesan segar alami, logo mudah diingat serta mencerminkan identitas produk, tipografi dan ukuran dinilai cukup baik, namun masih memerlukan penyempurnaan terutama dari segi keterbacaan dan kenyamanan visual kesimpulan, desain promosi visual teh celup orasella secara keseluruhan itu baik dalam menari minat konsumen dan membangun citra produk, dengan elemen warna dan logo sebagai aspek yang paling disukai. penelitian ini diharapkan dapat menjadi referensi dalam pengembangan desain promosi visual produk teh herbel dan umkm sejenisnya.

SUMMARY This final project discuses the visual design of Orasella tea bag products, herbal tea made from suskst orange peel and rosella flowers. This research is motivated by the increasing competition in the herbal beverage marker, which requires an effective visual promotion strategy to attract consumer attention and build a positive product image.The porpose of this study is to identifty consumer responses to the visual promotion design of Orasella tea bags and to determine the visual element most preferred by consumers. The visual promotion elements examined in this study consist of seven elements, namely color, typography, illustration/image, layout, logo, packaging, and size The research used is descriptive, with data collected through a Likert scale questionnaire distributed ti 30 respondents aged 16-50 years who had previously seen or consumed Orasella products. The results show that all visual promotion elements of Orasella tea bags received positive responses from consumers. Color was considered effective in representing a fresh and natural impression, while the logo was easy to remember and clearly reflected the products identity. Typograph and size were rated as fairly good however, improvements are still needed, particulary in terms of readability and visual comfort. In conclusion, the visual promotion design of orasella tea bags is generally effectibe in attracting cosumer interest and building a positive produk image, with color and logo being the most fovered elements, This study is expected to seve as a reference for the development of visual promotion design for hebal tea products and UMKM.