Konsep Penataan Reklame di Jalan Mayor Suryotomo Kota Yogyakarta Berdasarkan Aspek Visual

Suminar, Lintang (2015) Konsep Penataan Reklame di Jalan Mayor Suryotomo Kota Yogyakarta Berdasarkan Aspek Visual. Sarjana thesis, Universitas Brawijaya.

Abstract

Reklame merupakan salah satu elemen penting dalam perancangan kota karena dapat memberikan informasi baik berupa petunjuk, identitas, maupun iklan. Kesalahan penataan reklame dapat menimbulkan dampak negatif antara lain dampak visual. Kota Yogyakarta telah memiliki produk perencanaan reklame yaitu Peraturan Walikota Yogyakarta Nomor 26 Tahun 2010 Tentang Masterplan Reklame dan Alat Peraga di Kota Yogyakarta. Masterplan tersebut hanya mengatur aspek teknis yang meliputi jenis reklame, jumlah reklame, peletakan dan ketinggian. Aspek visual yang berhubungan dengan estetika kawasan belum terakomodir dalam peraturan tersebut. Jalan Mayor Suryotomo merupakan kawasan perdagangan dan jasa dengan hierarki jalan kolektor primer. Pergerakan yang tinggi di Jalan Mayor Suryotomo membuat jalan tersebut menjadi area yang strategis dalam pemasangan reklame sebagai pemberi identitas maupun media iklan tanpa memperhatikan standar dan kualitas visual. Penelitian ini bertujuan untuk menilai elemen visual dan kesesuaian reklame di Jalan Mayor Suryotomo Kota Yogyakarta serta menyusun konsep penataan reklame di Jalan Mayor Suryotomo Kota Yogyakarta berdasarkan aspek visual. Metode analisis yang digunakan adalah metode evaluatif melalui perbandingan kondisi eksisting penataan reklame di wilayah studi dengan peraturan daerah setempat yang mengatur tentang reklame sehingga akan diketahui nilai kesesuaian jenis, peletakan dan ketinggian reklame di wilayah studi. Penelitian ini juga menggunakan analisis Visual Impact Assessment dengan pengisian kuisioner Visual Impact Assessment yang terdiri dari elemen warna, bentuk, garis, tekstur dan skala pada masing-masing segmen oleh para ahli. Analisis Visual Impact Assessment akan menghasilkan nilai elemen visual serta prioritas perbaikan elemen dan prioritas perbaikan segmen. Dari hasil analisis tersebut kemudian disusun konsep penataan reklame di Jalan Mayor Suryotomo dengan didukung oleh teori visual lain. Hasil penelitian mengenai penataan reklame di Jalan Mayor Suryotomo Kota Yogyakarta adalah sebagai berikut: Jumlah total reklame di wilayah studi yang telah sesuai dengan aturan adalah sebanyak 76 reklame (87%) dan yang tidak sesuai adalah sebanyak 11 reklame (13%). Segmen I Barat memiliki nilai elemen visual paling kuat (30,8) sehingga menjadi segmen prioritas perbaikan. Adapun konsep penataan reklame di Jalan Mayor Suryotomo Kota Yogyakarta yang diberikan adalah menggunakan warna primer dan warna hangat sebagai warna yang banyak digunakan pada reklame, menggunakan bentuk persegi, menggunakan garis lurus (straight), sementara penggunaan garis lengkung (curve) hanya pada beberapa reklame tertentu sebagai bentuk brand image, lebih banyak menggunakan garis horizontal (landscape), menggunakan tekstur halus pada reklame, menggunakan typography serif, serta mengatur skala dengan memperhatikan ketinggian reklame dan proporsi reklame terhadap bangunan dan utilitas lain di sekitar reklame.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FT/2015/403/051505280
Subjects: 300 Social sciences > 307 Communities > 307.1 Planning and development > 307.121 6 City planning
Depositing User: Budi Wahyono Wahyono
Date Deposited: 18 Aug 2015 08:38
Last Modified: 23 Oct 2021 03:52
URI: http://repository.ub.ac.id/id/eprint/143498
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