Pembuatan Konten Visual Feed Berbasis Visual Hierarchy dalam Upaya Meningkatkan Brand Awareness pada Akun Instagram @souprestaurant

ABSTRACT

The culinary industry in Jakarta is highly competitive, requiring restaurants to optimize digital media to attract consumers. Instagram plays an important role in building brand awareness through visual content. However, the @souprestaurant Instagram account had not optimally applied visual hierarchy principles, resulting in ineffective message delivery. This study aims to explain the process of designing Instagram feed content based on visual hierarchy to increase Soup Restaurant's brand awareness. The design integrates six visual hierarchy principles—size, color and contrast, position, typography, whitespace, and alignment—with the AISAS (Attention, Interest, Search, Action, Share) model. The process consisted of pre-production, production using Adobe Photoshop, and post-production. The implementation results indicate that applying visual hierarchy improved the effectiveness of visual communication and audience engagement. Based on Instagram Insight data, impressions increased by 13.4%, accounts reached by 146.9%, profile visits by 22.8%, and likes by 2,400%. Therefore, visual hierarchy-based Instagram feed content effectively expands audience reach, encourages interaction, and strengthens Soup Restaurant's brand awareness.

Keywords: Brand Awareness, Content Design, Instagram Feed, AISAS Model, Visual Hierarchy

ABSTRAK

Industri kuliner di Jakarta memiliki tingkat persaingan yang tinggi sehingga pelaku usaha perlu memanfaatkan media digital untuk meningkatkan daya saing. Instagram menjadi platform penting dalam membangun brand awareness melalui konten visual. Namun, akun Instagram @souprestaurant belum menerapkan prinsip visual hierarchy secara optimal sehingga penyampaian pesan belum efektif. Penulisan ini bertujuan menjelaskan proses pembuatan konten feed Instagram berbasis visual hierarchy untuk meningkatkan brand awareness Soup Restaurant. Perancangan mengintegrasikan enam prinsip visual hierarchy, yaitu ukuran, warna dan kontras, posisi, tipografi, ruang kosong, serta penyelarasan dengan model AISAS (Attention, Interest, Search, Action, Share). Tahapan perancangan meliputi praproduksi, produksi menggunakan Adobe Photoshop, dan pascaproduksi. Hasil implementasi menunjukkan peningkatan tayangan sebesar 13,4%, akun dijangkau 146,9%, kunjungan profil 22,8%, dan like sebesar 2.400%. Dengan demikian, penerapan visual hierarchy pada konten feed Instagram mampu meningkatkan efektivitas penyampaian pesan, memperluas jangkauan audiens, meningkatkan interaksi, serta mendukung brand awareness Soup Restaurant.

Kata Kunci: Brand Awareness, Desain Konten, Feed Instagram, Model AISAS, Visual Hierarchy