THE ORIGIN OF HAWKER FOOD IN JAKARTA THESIS FIELD PROJECT by Putri Livia 1201001031 BINUS UNIVERSITY INTERNATIONAL BINUS UNIVERSITY JAKARTA 2012 i
THE ORIGIN OF HAWKER FOOD IN JAKARTA THESIS Proposed as a requirement for obtaining Bachelor of Art at Program Art and Design Education Level Strata-1 (Sarjana/Bachelor) by Putri Livia 1201001031 BINUS UNIVERSITY INTERNATIONAL BINUS UNIVERSITY JAKARTA 2012 ii
THE ORIGIN OF HAWKER FOOD IN JAKARTA THESIS Prepared by: Putri Livia 1201001031 Approved by: Vera Jenny Basiroen, MFA Lecturer Code: D2068 BINUS UNIVERSITY JAKARTA 2012 iii
PREFACE First of all I would like to express my gratitude to Almighty Allah SWT for his blessing, His best way to me and praise to the Prophet of Muhammad SAW and my thanks to my parents Drs. H. Muhammad is MM. MBA and Hj.Asmaryati, my older sister Inna Fauzri and my older brother ArieFirman Putra, my partner Denny Adrian and the entire people who are close and always support me in pray, moral, input and even financial support. Also to other parties that related along with the finishing of this thesis. I as an author would like to thank you to: 1. Mrs. Jane Basiroen, MFA., as the Head of Shool of Art and Design and also as supervisor who guided me throughout the process with patience and understanding in finishing this thesis. 2. Mr. Emmanuel Saptaputra, MM.Des., as the Deputy Head of School of Art and Design who gave moral supports and information to the Art and Design School students. 3. Mr. Wildan Ali, MBA., as my co-supervisor, who guided me throughout the process with patience and moral support. 4. The entire Art and Design lectures in Binus International University. 5. Mr.Kartiko Eko Putranto, DEA, PhD., who has already guided and given me all supports and massive moral support to this thesis. 6. Mr. Yahya Andi Saputra, who has been a great help in collect and complete data. 7. Muhammad Arief, who helped me a lot with technique photogaphy and technique drawing. v
8. Khairul Amri and Shanti Sjafril, who helped me to correct data with english language. 9. Friends in Art and Design for the moral support. Gema Semesta, Jayanti Ragumani, Vera S.Winardi, Iskandar Zulkarnaen, Marcia, Fellyna Tanuwijaya and all other frineds who helpes with ideas, moral supports and valuable infomation to the author to complete this thesis. 10. All Betawi s society and Jakarta s culinary who have given so much inspirations. The writer realizes that this thesis is still far from perfect. Therefore, the author welcomes any suggestion and constructive comments that come in. Hopefully this thesis can be useful for those who are in need of information. Jakarta, January 2012 Putri Livia vi
TABLE OF CONTENT Cover Page... Title Page... Certificate of Approval... Statement of Examiners... Abstract... Preface... Table of Contents... i ii iii iv v vi viii List of Figures... xi CHAPTER 1 INTRODUCTION 1.1 Background... 1 1.2 Scope... 2 1.3 Aims and Benefits... 2 1.4 Structures... 3 CHAPTER 2 THEORITICAL FOUNDATION 2.1 Theories of Book... 4 2.2 Theories of food... 4 2.3 Theories of Traditional Food... 5 2.4 Theories of Betawi Traditional Food... 5 2.5 Theories of Communication... 8 2.6 Theories of Typography... 9 vii
2.7 Theories of Grid & Layout... 10 2.8 Theories of Color... 11 2.9 Theories of Illustration... 12 2.10 Theories of Photography... 12 CHAPTER 3 PROBLEM ANALYSIS 3.1 Analysis of Similar Project... 13 3.2 Data Sources... 20 3.3 Problem Identification... 21 3.4. Target Analysis... 21 3.5. Sampling Methods... 22 3.6 Result Survey with Indonesia's culinary lovers... 23 3.7. S.W.O.T... 29 CHAPTER 4 STRATEGY AND APPROACH 4.1 Communication Strategy... 31 4.2 Creative Strategy... 32 4.2.1 Objective... 32 4.2.2 Message... 32 4.2.3 Positioning... 32 4.3 Visual Strategy... 32 4.3.1 Keyword... 32 4.3.2 Design Strategy... 33 4.4 Media Strategy... 33 viii
CHAPTER 5 VISUAL DESIGN 5.1 Creative Process... 35 5.1.1 Mind Map... 35 5.1.2 Mood Board... 35 5.1.3 Hand drawn sketches... 36 CHAPTER 6 MEDIA PLANNING AND IMPLEMENTATION 6.1 Book Title... 38 6.2 Font Choosing... 39 6.3 Grid System... 40 6.4 Technical Book Format... 40 6.5 Design... 41 6.6 Media Application... 46 CHAPTER 7 CONCLUSION AND RECOMMENDATION 7.1 Conclusion... 49 7.2 Recommendation... 50 REFERENCES... 51 CURICULUM VITAE... 52 APPENDICIES... 54 ix
LIST OF FIGURES Figure 3.1 Wisata Jajan JABODETABEK Book... 14 Figure 3.2 Specification of Wisata Jajan JABODETABEK Book... 14 Figure 3.3 Jajanan Pasar Paling Diminati Book... 15 Figure 3.4 Specification of Jajanan Pasar Paling Diminati Book... 15 Figure 3.5 Sri Owen Book... 16 Figure 3.6 Specification of Sri Owen Book... 16 Figure 3.7 Fast Food Book... 17 Figure 3.8 Specification of Fast Food Book... 17 Figure 3.9 World kitchen Book... 18 Figure 3.10 Specification of World kitchen Book... 18 Figure 3.11 Indian Heritage Book... 19 Figure 3.12 Specification of Indian Heritage Book... 19 Figure 5.1 Mind Map... 35 Figure 5.2 Mood Board... 35 Figure 5.3 Sketch layout for the ingredient and main food... 36 Figure 5.4 Sketch layout for chapter recommended address... 36 Figure 5.5 Sketch layout for photo display... 36 Figure 5.6 Sketch for create ornament... 37 x
Figure 6.1 Symbol design for title... 38 Figure 6.2 Divider design... 42 Figure 6.3 Design Chapter for Jakarta Culinary... 43 Figure 6.4 Chapter Main Food Design... 43 Figure 6.5 Design Chapter for Snack... 43 Figure 6.6 Design additional Chapter for Snacks... 44 Figure 6.7 Design Chapter for Drinks... 44 Figure 6.8 Design Chapter for Glossary Of Ingredients... 44 Figure 6.9 Design Chapter for Drinks... 45 Figure 6.10 Design Chapter for Recommended address... 45 Figure 6.11 Design Poster... 46 Figure 6.12 Design Bookmark... 46 Figure 6.13 Design Postcard... 48 Figure 6.14 Design Tote bag... 48 xi