IDENTITAS VISUAL DAN FEED INSTAGRAM UMKM MERLIE BERBASIS DOUBLE DIAMOND UNTUK MENDUKUNG BRAND AWARENESS

Abstract

Instagram was widely used by micro, small, and medium enterprises (MSMEs) as a digital promotional medium, but effective visual communication required a consistent and recognizable brand identity. UMKM Merlie, a business offering cakes, catering services, and bouquets, had not yet applied a consistent visual system to its Instagram content. This study aimed to develop a visual identity and Instagram feed using the Double Diamond method and to evaluate audience perceptions of the resulting design and brand-awareness-related indicators. The design process comprised Discover, Define, Develop, and Deliver stages. The questionnaire was pilot-tested on 30 respondents; all 13 items were valid, with correlation coefficients ranging from 0.506 to 0.881, and the instrument achieved a Cronbach's Alpha of 0.919. The main evaluation involved 61 purposively selected respondents. The results showed mean scores of 3.82 for visual design, 3.86 for brand-awareness-related indicators, and 3.83 overall, all in the high category. These findings indicated that the developed visual identity and Instagram feed were positively perceived and had the potential to support brand recognition and recall.