STRATEGI PENERAPAN ELEMEN DESAIN KOMUNIKASI VISUAL DALAMMEMBANGUN CITRA BRAND DIGITAL, STUDI KASUS @Tndon_Id
DOI:
https://doi.org/10.34125/jmp.v11i2.2118Keywords:
Desain Komunikasi Visual, Citra Brand Digital, Konsistensi Visual, Visual Storytelling, Media SosialAbstract
This study aims to analyze the strategy of implementing visual communication design elements in building a digital brand image on the Instagram account @tndon_id. The research employs a descriptive qualitative approach with a single case study method to provide an in-depth understanding of visual practices in a real-world context. Data were collected through visual observation of feed content, interviews with account managers, and supporting documentation, then analyzed using visual communication design principles such as color, typography, illustration, and layout. The findings reveal that @tndon_id applies visual communication design strategically and consistently as a communication system rather than merely an aesthetic element. Strong visual consistency contributes to the formation of a recognizable brand identity and enhances perceptions of professionalism and credibility among audiences. Furthermore, the implementation of clear typographic hierarchy, visual storytelling through illustrations, and structured layout patterns effectively supports fast and clear message delivery, aligning with the characteristics of social media audiences. Content segmentation with distinct yet integrated visual styles also plays a key role in maintaining both consistency and flexibility. These findings highlight that visual communication design serves as a crucial strategic instrument in building a strong digital brand image, particularly on dynamic social media platforms.
References
Adinda Putri Kamalia, Arif Hidayat Lubis, Farida Syah Damanik, Muhammad Hafizhan Fakhri, and Hotmatua Paralihan. 2025. “Optimalisasi Identitas Visual Melalui Media Sosial Untuk Meningkatkan Strategi Digital Marketing UMKM: Studi Kasus Warung Ibu Marni.” SEWAGATI: Jurnal Pengabdian Masyarakat Indonesia 4 (4): 104–14. https://doi.org/10.56910/sewagati.v4i4.3298.
Anugrafianto, Tegar Roli. 2025. Jurnal KomunikArt Desain Komunikasi Visual Dalam Strategi Branding Di Era Digital : Pendekatan Media Dan Komunikasi. 1 (1): 1–11.
Bainuri, Zaidan Halifz, and Willy Bachtiar. 2025. ANALISIS PRINSIP DESAIN VISUAL PADA INSTAGRAM @ KOMINFOBOGOR UNTUK MENYAMPAIKAN. 6 (1).
Bashirzadeh, Yashar, Robert Mai, and Corinne Faure. 2022. “How Rich Is Too Rich? Visual Design Elements in Digital Marketing Communications.” International Journal of Research in Marketing 39 (1): 58–76. https://doi.org/10.1016/j.ijresmar.2021.06.008.
Cai, Yulin. 2025. “Innovative Design and Development of Brand Visual System under the Background of Artificial Intelligence-Assisted Visual Communication Design.” Discover Applied Sciences 7 (8): 864. https://doi.org/10.1007/s42452-025-07412-4.
Eriani, Yekti, Amrozi Khamidi, Kaniati Amalia, and Mochamad Nursalim. 2025. “Social Media Branding Strategies That Strengthen School Image Among Stakeholders.” Academia Open 10 (1). https://doi.org/10.21070/acopen.10.2025.10953.
Fayvishenko, Diana. 2023. “Communication Strategies of Brand Management and Online Marketing of Digital Products.” Economic Affairs 68 (1s). https://doi.org/10.46852/0424-2513.1s.2023.31.
Fischer, Kerstin, and Helena Larsen. 2022. “Visualizing Meaning: Managing Perception and Meaning in Visual Communication Design.” Communication & Language at Work 2 (2): 26.
Fu, Lixin. 2022. “A Brand Image Design Service Model Using the Visual Communication Technology under the Background of Internationalization.” Wireless Communications and Mobile Computing 2022 (1): 5922967. https://doi.org/10.1155/2022/5922967.
Hilalludin, H., and G. Althof. 2024. “Perbedaan Tingkat Kematangan Sosial Antara Santri Pondok Pesantren Modern Dan Tradisional.” Mutiara: Jurnal Penelitian Dan Karya Ilmiah 2 (3): 201–8.
Himawati, Ditiya, Sri Riswanti, Prasetyo Bonifasius Sitanggang, Rehulina Apriyanti, and Armaini Akhirson. 2025. “Integration of Creative Design and Visual Branding in Digital Marketing Strategy: Analysis of Innovation to Increase Brand Awareness and Market Identity of MSMEs.” International Journal of Integrative Research 3 (10): 717–30. https://doi.org/10.59890/ijir.v3i10.77.
Impact, T. H. E., O. F. Typography, and I. N. Graphic. 2024. The Impact of Typography in Graphic Design. 15: 1446–64.
Kanojiya, Akshay, and Nikul Zinzuvadiya. 2025. VISUAL COMMUNICATION PSYCHOLOGY : EMPIRICAL EVIDENCE FROM COLOR , LAYOUT , AND TYPOGRAPHY MANIPULATIONS. no. 09: 637–44.
Kender, Kay, and Christopher Frauenberger. 2022. “The Shape of Social Media: Towards Addressing (Aesthetic) Design Power.” DIS 2022 - Proceedings of the 2022 ACM Designing Interactive Systems Conference: Digital Wellbeing, 365–76. https://doi.org/10.1145/3532106.3533470.
Muhammad Robbiansa Pramadhika, Salsa Iswatun Nisa, Melia Kusnadi, Novita Putri, Sinar Mauliza Purnama, and Muhamad Kosim. 2025. “Strategi Branding Produk UMKM Melalui Optimalisasi Digital Marketing Dan Media Sosial Di Era Transformasi Digital.” Jurnal Bisnis, Ekonomi Syariah, Dan Pajak 2 (3): 28–43. https://doi.org/10.61132/jbep.v2i3.1389.
Nie, Miao. 2025. “Multi-Level Visual Communication Design Strategies and Practices for Digital Brand Image Construction.” Applied Mathematics and Nonlinear Sciences 10 (1): 20250535. https://doi.org/10.2478/amns-2025-0535.
Nugroho, Adi, Ike Desi Florina, and Sarwo Edy. 2024. “Menggali Strategi Visual Dan Naratif @tokomerekah Dalam Membangun Brand Identitas Di Instagram.” Journal of Education Research 5 (3): 3158–69. https://doi.org/10.37985/jer.v5i3.1489.
Onika Valentina Anggraini, Nazhirah Fa-izah2, Aurelia Wilda Syahdina, Nur Intan Ratuloli, Nurbasita, and Risdy Absari Indah Pratiwi. 2025. “Maximizing the Role of Design in Building a Brand Identity in SMEs through Digital Platform.” International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM) 3 (1): 517–31. https://doi.org/10.21009/ISC-BEAM.013.32.
Prawesti, Dwita Alfiani, Diah Mayang Sari, and Dewi Ahmad. 2025. Indonesian Journal of Digital Business Penguatan Citra Merek Melalui Integrasi Desain Komunikasi Visual Dan Strategi Branding Dalam Media Sosial @ Prenagenworld. 5 (1): 235–42.
Reportal, Data. n.d. Instagram Advertising Audience’.
Rijali, Ahmad. 2018. “Analisis Data Kualitatif.” Alhadharah: Jurnal Ilmu Dakwah 17 (33): 81–95.
Said, GHN, and H. Hilalludin. 2025. “Integrasi Nilai-Nilai Ekonomi Islam Dalam Kurikulum Pendidikan Ekonomi Di Sekolah Menengah.” TAKAFUL: Jurnal Ekonomi Dan Perbankan Syariah 1 (1): 45–54.
Sarosa, Samiaji. 2021. Analisis Data Penelitian Kualitatif. Pt Kanisius.
Semenova, L. 2025. “Visual Brand Communications: The Role of Photography.” Scientific Research and Development. Modern Communication Studies 14 (4). https://doi.org/10.12737/2587-9103-2025-14-4-86-93.
Shams, Riad, Sheshadri Chatterjee, and Ranjan Chaudhuri. 2024. “Developing Brand Identity and Sales Strategy in the Digital Era: Moderating Role of Consumer Belief in Brand.” Journal of Business Research 179 (June): 114689. https://doi.org/10.1016/j.jbusres.2024.114689.
Sugiarti, Rina, Rehulina Apriyanti, Remigius Hari Susanto, Ahmad Yazid Lubis, and Prasetyo Bonifasius Sitanggang. 2025. “Transformation of Digital Marketing Strategies through Re-Branding in Social-Media Based Culinary MSMEs.” International Journal of Integrative Research 3 (9): 615–28. https://doi.org/10.59890/ijir.v3i9.70.
Tantra, Geralda Carnelian. 2025. “Designing Hola Grafika’s Brand Communication Strategy to Increase Interaction with Consumers on Instagram.” VCD 10 (1): 107–24. https://doi.org/10.37715/vcd.v10i1.4908.
Tse, Sin Yan, Danny T. Wang, Man Lai Cheung, and Wilson K. S. Leung. 2023. “Do Digital Platforms Promote or Hinder Corporate Brand Prestige?” European Journal of Marketing 57 (4): 987–1013. https://doi.org/10.1108/EJM-11-2021-0837.
Wang, Xinghui. 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.
Zeng, Tingjun. 2024. “Research on the Digital Transformation of Guochao Brand Image Driven by Visual Communication Design: -- Taking the ‘Longmen’ Brand Packaging Design as an Example.” Highlights in Art and Design 5 (2): 45–48. https://doi.org/10.54097/hiaad.v5n2.09.
Zhang, Jinghao. 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.
Zhang, Liyuan. 2018. “Design and Research on Visual Communication under the Influence of Digital Media.” Proceedings of the 6th International Conference on Social Science, Education and Humanities Research (SSEHR 2017) 185 (Ssehr 2017): 257–60. https://doi.org/10.2991/ssehr-17.2018.60.
