39

CHAPTER 3
RESEARCH DESIGN AND METHADOLOGY
3.1 PROJECT METHODOLOGY
The development of methodology is explained on the earlier phase
hen the course of the project is developed. It will !e"#ri$e %ario&"
types of a''li#ation"( #on#e't"( the)e"( an! et#. that will be &"e!
during the designin* process. This study is inten!e! to gather data on
how to make batik motifs and batik in Malaysia. The study is conducted
in batik house in Melaka and also +an ,ati- Co)'an. hi#h i" located
in the ajang !tama" #elangor. The method that a" used in this project
is the $I%$ model.
3.1.1 Sit&ation Anal."i"
Thi" "t&!. i" inten!e! to fo#&" on .o&th ho li%e in &r$an area.
These communities ha%e alrea!. $een in Malaysia over the past fe
#ent&rie". &atik is a ell -non craft an! artor- which *et" *reat
a)o&nt of attention in Malaysia. In the Malay world an! #&lt&re" one of
)an. t.'e" of $ati- is called &atik 'ainbow hi#h a" introduced
since ())*" hi#h i" the fir"t ,ati- to be introduced in Malaysia"
+*
especially in elantan $a#- in (9(*. /ro) this project" some of the
studies ere #on!&#te! that #on"i"t of observation and ho $ati-
'attern" are )a!e a''lie! on batik. Interviews al"o ere conducted
with the founding of Mr. ,an ,an &atik 'attern" hi#h are located on
awnings.There are al"o e0a)'le" of 'ro#e""e" in )a-in* ,ati- an!
e0a)'le" of ,ati- "hirt". $ll this information will be anal.1e! an!
"t&!ie! in thi" re"ear#h "t&!.. /&rther infor)ation an! ritin*"
hi#h are relate! ere *athere! fro) online "o&r#e" a" ell.
3.1.2 S+OT ANALYSIS
I. STRENGHTS
Pro)otion of the"e "hoe" i" an alternati%e to hel' in "'rea!in*
an! intro!&#in* ,ati- 'attern" "o that the"e ,ati- 'attern" ill $e
-non to .o&n*"ter" an! 'eo'le fro) &r$an area . The"e 'attern"
are not too #o)'li#ate! for nor)al 'eo'le to &n!er"tan! an! %ie.
In 're"er%in* ,ati- 'attern" an! )otif" fro) e0tin#tion" the"e
'attern" will be drawn and #olore! on the "&rfa#e of the "hoe".
Pro)otion" an! a!%erti"e)ent" are e""ential in attra#tin* the
attention of .o&n*"ter" an! 'eo'le fro) &r$an area toar!" "hoe"
hi#h ha%e ,ati- 'attern" an! )otif"
+(
II. +EA3NESSES
Shoe" ith ,ati- 'attern" an! )otif" 'ro$a$l. ill not $e
*ettin* attention an! a##e'tan#e a)on* el!erl. 'eo'le.
III. OPPORT4NITIES
Effort an! "te'" nee! to $e ta-en in or!er to 'ro)ote the
e0i"ten#e of ,ati- 'attern" an! )otif". It i" an e0#ellent i!ea to
'ro)ote ,ati- to $e &"e! in !ail. life an! to $e &"e! in !ail.
a#ti%itie" "o that the "o#iet. ill feel 'ro&! an! th&" ill )aintain
the e0i"ten#e of ,ati- in Mala."ia.
I5. THREAT
+ith )o!ern an! far "o'hi"ti#ate! !e"i*n" an! 'attern"
#reate! in other )o!ern #o&ntrie"( there i" a hi*h 'o""i$ilit. that
'eo'le ill $e )ore 'rone in #hoo"in* far )o!ern an! &'!ate!
a''arel" an! #lothe" that are #reate! an! !e"i*ne! in other
#o&ntrie".
+-
3.1.3 COMPETITORS
I. Mee"haS&-ira
+3
.igure 3.( /roduct of Meeshasukira
Meesha#ukira "a brand e"ta$li"he! under the 0liff Ink #dn&hd was
incorporated in year -**1. #peciali2ing in textile design with &atik $rts as the
main focus of the brand" Meesha#ukira3s strength is in its minimalist
contemporary designs" an! its marketing strategy a" ell a" its uni4uene""
an! exclusive packaging to suit #lient"6 'er"onal an! in!i%i!&al 'referen#e".
3.2 METHODOLOGY
3.2.1 AIDA MODEL
The ter) $I%$ stands for Attention( Intere"t( De"ire( An! A#tion. It is an
acronym used in marketing and a!%erti"in* .There are 3 'rin#i'le" $ein*
&"e! in $I%$ method. The fir"t o$7e#ti%e of the a!%erti"e)ent i" to attra#t
the tar*ete! rea!er"" here the rea!er" ill noti#e the a!%erti"e)ent"
'la#e! an! rea! the !etail" on the). The second is that the a!%erti"e)ent
)&"t $e a$le to attra#t an! intere"t the rea!er"( "o that the. ill #ontin&e
to rea! the a!%erti"e)ent". .inally" the a!%erti"e)ent )&"t $e a$le to
#on%in#e rea!er" to a *reat e0tent that hen the. "ee the a!%erti"e)ent"
at the fir"t 'la#e( the. ill ha%e hi*h ten!en#. to $elie%e the )e""a*e"
++
$ein* "ent on the a!%erti"e)ent". $merican advertising and sales pioneer"
5lias #t. 5lmo 6ewis" is largely credited for developing the $I%$ model. In one
of the publications on advertising" 6ewis identified at least three principles that
must be included in the advertisement.
Ta$le 3.1 AIDA )o!el
I. ATTENTION
a. 'esearch
$nalysis was done on the basis of 'rinte! re"o&r#e" such as
books and electronic media forms such as websites" social sites. $
study was conducted at the 0ompany ,an &atik located in the ajang
!tama" #elangor for collecting data and information in the development
of this project. 7bservation and interviews ere conducted to obtain
information in !e%elo'in* thi" re"ear#h 'ro7e#t. $ll essential items
that should be developed in this project are identified as shoes8
+1
brochure and advertising items such as posters" buntings" maga2ine
ads" brochures" and even guerrilla advertising will be placed at the
#enter area of "ho''in* #enter"
b. 9iewer
The"e "hoe" are )a!e an! 'ro!&#e! for .o&n*"ter" ho "till &"e
,ati- 'attern" an! )otif" in their !ail. a#ti%itie".
c. 6ocation
Thi" "t&!. ill $e fo#&"in* on #olle#tin* !ata for) &r$an area an!
'la#e" !&e to the rea"on that the #&lt&re of &r$an area i" far
e"terni1e! an! the 'eo'le are not ell e0'o"e! to the tra!itional
an! lo#al #&lt&re "&#h a" ,ati- 'attern" an! )otif".
d. Marketing #trategy
: $dvertise)ent"
items such as posters" buntings" maga2ine ads" brochures will be
placed in urban areas. #tationary items such as" canvas bags" t:shirts
ill $e 'ro!&#e! ith ,ati- 'attern" an! )otif" "ta)'e! on.
+;
II. I<T5'5#T
a. 5lements of design
Can%a" "hoe" are a%aila$le in 'atterne! ,ati- )otif". ,.
'la#in* ,ati- 'attern" an! )otif" on #an%a" "hoe"( it ill
're"er%e the e0i"ten#e of o&r tra!itional #&lt&re for) ti)e to ti)e.
&rainstorming is an important process in identifying the shapes and
patterns of &atik motifs .After the 'attern" ha%e $een i!entifie! a
!raft of #on#e't an! 'reli)inar. !e"i*n ill $e 'ro!&#e!. The
"ta*in* of !e"i*n $e*in" ith a ro&*h "-et#h to i!entif. #olor(
t.'efa#e"( la.o&t"( an! !e"i*n". $ll these colors below are selected
by the form of surveys that have been made.
: 9isual = Image
The images below are some of the images used in advertising items
and also designs. The. ha%e $een "-et#he! manually $. using
pencil" marker and color poster for illustration. Illustrations are
"#anne! with scanning and editing process o##&rre! by using $dobe
/hotoshop and $dobe Illustrator to manipulate and edit scanned
+)
drawings.
/i*&re 3.2 Ill&"tration of $&n*a Ra.a Motif Shoe"
+>
/i*&re 3.3 Ill&"tration of *eot)etri Motif Shoe"
$. Pro)otional ite)"
8Po"ter
/oster will be !e"i*ne! in order to in#rea"e '&$li# aarene"" about
the event.
8 ,&ntin*
&unting will 'la#e! in some places in the area near the location of the
event hi#h ill $e hel!.The )ain rea"on of &"in* bunting i" to
deliver information about the event when it will be held.
8 /l.er"
/l.er" ill $e &"e! in or!er to 'ro%i!e !etail" to '&$li# re*ar!in*
the %en&e( ti)e an! 'la#e of the e%ent".
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8 Ne"'a'er a!"
<ewspaper a!%erti"e)ent is one of the effective print media to
convey information to the public to know about this event because
people read newspaper every day.
8 Me!ia "o"ial
#ocial media like .acebook ill $e 'la.in* a supplementary
role in advertising materials to promote the event launch. ?owever"
the purpose of advertising in social media is not intended to sell the
book" but rather to convey information about the la&n#hin* of the
$oo-".
C. Mer#han!i"e ite)"
8 T8"hirt
III. De"ire
0anvas "hoe" ith ,ati- 'attern" an! )otif" i" a a. for Mala."ia to
're"er%e the #&lt&re an! tra!ition of Mala."ia. It" '&r'o"e i" to remind the
youngsters a$o&t the e0i"ten#e of ,ati- it"elf in o&r #&lt&re. It i" a" ell to
en"&re that f&t&re *eneration -no the &ni9&ene"" of ,ati- an! therefore(
fro) there( the. ill a''re#iate ,ati- )ore an! 're"er%e it" e0i"ten#e. The
launching event which will last for one day in 6evel @(" 7range Aone" #unway
/yramid is intended to promote its existence to public.
1*
I5. ACTION
These canvas shoes are different than other painted canvas shoes because the
shoes are painted with patterns of &atik motifs and people will note that the
importance of maintaining and a!o'tin* patterns of batik for everyday wear.
The advertisement will focus on the la&n#hin* of this canvas shoes which will
invite the audience during the la&n#hin* day so that the audience can
recogni2e and $e e0'o"e! to canvas shoes and each purchase will be donated
to the less fortunate.
3.3.1 RESEARCH AND IN5ESTIGATION
'esearch was conducted to collect data for the re"ear#h. There are two types
of re"ear#h hi#h are 4ualitative research and 4uantitative research.
.
I. :&alitati%e Re"ear#h
The study was conducted with a %i"it to Master ,an batik #tates on %ecember
(; -*(3.%i Master ,an &atik has a several number of factories in making &atik.
A##or!in* to Mr +an hi)"elf( ,ati- 'attern" #an $e !ran on #an%a"
"hoe"( $&t the. are )ore )eti#&lo&" an! refine!.
1(
II. :4ANTITATI5E RESEARCH
A survey was conducted to obtain information about the knowledge among the
public about &atik. This survey also aims to get responses from the public.
3.3.3 IMPLEMENTATION AND S4PER5ISION
Implementation and supervision phase !&rin* the production artwork and
illustrations adjustment has $een done.$rtwork will be provided with clear and
accurate information for the maximum efficiency of the printing process. The
final design will be discussed and evaluated by the supervisor before going
through the printing process. $ll designs and artwork must be approved by the
supervisor. 0hanges or corrections can still be made for i)'ro%e)ent" to $e
)a!e
3.; TOOLS AND HARD+ARE
i. .abric colour
ii. #hoes
iii. /ainting &rush
iv. /ermanent pen
v. Masking Tape
3.< DIGITAL MEDIA =COMP4TER SO/T+ARE>
1-
I. $dobe Illustrator
: $dobe Illustrator i" suitable for creating or editing vector graphic and text.
II. $dobe /hotoshop
: $dobe /hotoshop will be used in the process of editing the picture to get
the style and picture 4uality that fits and is re4uired in the development
process of this project.
III. $dobe Indesign
: $dobe In %esign will be used as the software that can be used to produce
the book.
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I. Th&)$nail "-et#he"
8 /l.er
This is the thumbnail "-et#h for flyer. Thumbnail sketch is a preliminary
"-et#h to o$tain the idea of layout .It is manually drawn on 'lain hite
paper. $t this stage( the sketch i" produced in small boxes to expand the
development of ideas. #ketches will be combined with each other to
produce new ideas. In this sketch" it will #ontain the image" typography" and
logos.
8,&ntin*
Thumbnail sketches for bunting design. $t this stage the sketch i"
produced to identify the suitable image and layout to implement in the
bunting design.
/i*&re 3.13 Th&)$nail "-et#he" for ne"'a'er
/i*&re 3.1; Th&)$nail "-et#he" for $&ntin*
1+
8fl.er
Ne"'a'er is one of the media that can be used to deliver information
directly to the public. $t this stage the idea of designing the flyer is still in the
process of developing ideas. The produced designs will be combined with other
designs to create a new design and can provide a new idea.
II. Ro&*h "-et#he"
8 ne'a'er
$t this stage the sketch of the ne"'a'er will look clearer before putting
#olo&r" on the next stage and in terms of layout are clearly defined. ?ere"
the position of the image illustration" typography and logo are already set.
/i*&re 3.1< Ro&*h "-et#he" for ne"'a'er
/i*&re 3.1; Th&)$nail "-et#he" for fl.er
11
8 ,&ntin*
This is the rough "-et#h for the bunting design. &efore the #olor" are
applied. The same layout applied to make it consistent with the other design.
8 fl.er
$fter undergoing a thumbnail sketch" at this stage" designs have
appeared #learl.. The use of image and also the layout set. for flyer
designs" selected image is the batik motif pattern shoes.
III. Se)i #o)'rehen"i%e
8 ne'a'er
/i*&re 3.1< Ro&*h "-et#he" for $&ntin*
/i*&re 3.1< Ro&*h "-et#h for fl.er
1;
$t this stage the sketch idea has $een generated an! will be in"erte!
with the element of colour. It is the stage where the resulting sketch is
complete before the i)'le)entation in the software.
8 ,&ntin*
$t this stage the picture and layout ha%e been set. This bunting is used
to convey information to people around the launch of canvas shoes will be
conducted. In terms of typography and layout are standardi2ed with all the
items that will be developed.
/i*&re 3.1< Se)i #o)'rehen"i%e for ne'a'er
/i*&re 3.1< Se)i #o)'rehen"i%e for $&ntin*
1)
8 /l.er
0olors are used to design the flyer the same with other items. In terms
of layout" there are few changes to reflect the diversity of design but with the
same visual of canvas shoes.
I5. Co)'rehen"i%e
8 ne'a'er
In this stage where the design was completed using two t.'e of
software such as $dobe Illustrator and $dobe /hotoshop. $ll of the
elements such as image" typography" logo" layout will be more clearly
visible. Image &"e! in the design is the canvas shoes and it will be a good
identity for this design.

/i*&re 3.1< #o)'rehen"i%e for ne'a'er
/i*&re 3.1< Se)i #o)'rehen"i%e for fl.er
1>
8 ,&ntin*
In this stage where the design was completed using two types of
software such as $dobe Illustrator and $dobe /hotoshop. The image
&"e! in the bunting design was manually illustrated and edited in the
$dobe /hotoshop. The corporate #olor" are )aintaine! from the book
cover design to show consistency and identity of the design.
8 /l.er
This flyer design is divided into - parts" the front and the back of the
front is picture of the shoes and the information part is the back. To show a
variety on the design" thi" flyer is designed in hori2ontal.
/i*&re 3.1< #o)'rehen"i%e for $&ntin*
/i*&re 3.1< #o)'rehen"i%e for fl.er