ARDHIANTO, PETER
(2015)
TYPOGRAPHY AS BRAND IMAGE TO SMALL AND MEDIUM ENTERPRISES.
In: The 3rd International Conference on Creative Industry - " Opportunity and Challenge on Creative Industries in The Era of Global Free Trade, 11 - 13 Agustus 2015, Bali Creative Industry Center, Jl, WR. Supratman 308, Tohpati, Denpasar - Bali - Indonesia.
Abstract
Typography is one of basic elements in Visual Communication Design. Almost every promotional tools and media are using typography as a message conveyor. It is also has become an important yet attractive branding feature from Small and Medium Enterprises (SMEs) or Industri Mikro, Kecil dan Menengah (UMKM) in Indonesia. Nevertheless, the lack of knowledge and understanding from the SMEs on how to build their brand has been camouflaged by the use of typography to represent a brand. There are at least 11.610 of Small Medium Enterprises available in the City of Semarang nowadays. This usage of typography as a brand representation is shown from packagings of apparel products, snacks, and processed foods comes from local plantations. These products will not be able to compete with any other modern day packaged products if not interfered by the knowledge on how to build a brand using visual communication design. The purpose of this research is to provide brand building knowledge bridging for SMEs in Indonesia. There are several tendencies that can be found from this research; (1). Most of the character of the typography being used is not conveying the character and content of the product, (2). The typefaces being used is not readable and having low legibility, (3). Product information is not using typography, (4). The typefaces being used are tend to copy other typefaces used in other product. Keywords – i.e. Brand Image, Typography, SMEs in Indonesia
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TYPOGRAPHY AS BRAND IMAGE TO SMALL AND MEDIUM ENTERPRISES. (deposited 17 Sep 2015 11:54)
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