Designing a Sumatran Tiger Motif as an Effort to Increase Public

Awareness in Protecting the Crisis of Protected Animal’s Populations

in Indonesia

Jovany Margareth Depthios, Niken Savitri Anggraeni, Andra Rizky Yuwono and Rahmat Zulfikar

Desain Komunikasi Visual (Kampus Kota Makassar), Universitas Ciputra Surabaya,

Kawasan CitraLand City CPI, Jalan Sunset Boulevard, Makassar, Indonesia

Keywords: Communication, Motifs, Sumatran Tiger, Sustainability, Population, Protected Animals.

Abstract: The Sumatran Tiger is one of faunae which is threatened with extinction due to illegal logging and hunting.

In efforts to protect the Sumatran Tiger, management and conservation, habitat monitoring, trade law

enforcement, confiscation and rehabilitation of suspected violators are carried out. However, public awareness

still needs to be increased regarding the population condition of this species. Communication in various forms

is needed to convey messages to the public. One of them that can be used is visual communication, which is

a creative process that conveys ideas from art and technology guides. The aim of this research is to raise

public awareness of the conservation of the endangered Sumatran tiger through developing motifs on fabric.

For this reason, a design is needed that is able to communicate the message so that it is easily understood by

the public. The method used is to first design a motif based on observations and interviews with the target

audience, then distribute a questionnaire to the target audience regarding their perceptions and impressions of

the motif.

1 INTRODUCTION

Sumatra is one of the islands that has large mining

wealth in Indonesia such as gold, silver, nickel, etc.,

so it has a positive impact on national development.

Apart from that, Sumatra also has varied flora and

fauna. One of the famous faunae is the Sumatran

Tiger which is threatened with extinction. In 1996 the

Sumatran Tiger was in the Critical Endangered level

according to IUCN (International Union for

Conservation of Nature) data. It is estimated that in

1992, the remaining animal population was 400 in

five national parks. Sumatran Tigers have spread

from Aceh to Lampung numbering 600 heads but fell

to 400 heads in 2004. Although in 2012 there were

618 heads however the animal’s population dropped

drastically to 371 heads in 2016. (Khoirunnisa and

Mahendra, 2021).

The decline in animal population is caused by

logging and illegal hunting. Illegal logging in

Sembilang National Park in the SPTN III area which

has been carried out by the society has caused the loss

of natural animal habitat. Hunting for wild animals

was carried out by luring, snares and shooting,

thereby threatening the sustainability of the Sumatran

Tiger. Lastly, there is a lack of public awareness

regarding the threat of extinction of the Sumatran

Tiger (Paiman et al., 2018). Based on POLDA

(Mirwazi Regional Police) data, there were 15 cases

of wildlife trafficking, such as the trade of Sumatran

Tiger furs in Aceh in 2014. In 2015 there were 10

cases until 2016, the Aceh POLDA succeeded in

handling these cases in Bireun Regency (Lestari and

Efendi, 2017).

In implementing the protection of Sumatran

Tigers, training and consultations, habitat monitoring,

trade law enforcement, confiscation and

rehabilitation of suspects who violate are carried out.

Apart from that, the government is improving the

quality of human resources in supervision and law

enforcement, outreach and knowledge to increase

public understanding of the importance of Sumatran

Tiger conservation, as well as collaborating with law

enforcers and the citizens to improve animal

protection and preservation (Lestari and Efendi,

2017).

Depthios, J. M., Anggraeni, N. S., Yuwono, A. R. and Zulﬁkar, R.

Designing a Sumatran Tiger Motif as an Effort to Increase Public Awareness in Protecting the Crisis of Protected Animal’s Populations in Indonesia.

DOI: 10.5220/0013330600004557

In Proceedings of the 4th International Conference on Creative Multimedia (ICCM 2024), pages 29-37

ISBN: 978-989-758-733-7; ISSN: 3051-6412

2 LITERATURE REVIEW

Motifs are often used in the field of arts with various

inspirations from surrounding objects or events with

their own styles and variations to provide a message

or visual to the public. Motifs are works that function

in product efficiency as messages or visual

expressions, so they include visual communication.

In motifs, objects that can be used as visual assets are

flora, fauna, geometric, abstract, and others that are

combined into one repetitive visual. Each motif can

be used to produce a work that has meaningful beauty

(Mutiarani, 2021).

According to Untoro (2019) motifs are the

characteristics and patterns in the embodiment of the

concepts and themes that have been explained. Motifs

are sometimes repeated to obtain appropriate patterns

and manifestations. According to Sunaryo (2009), a

motif is an ornament which is generally formed from

nature (leaves, mountains, sun, animals, etc.). Finally,

according to Suhersono (2004), in the process of

creating motifs, sequence, combining basic shapes

and various lines is needed to produce new authentic

and beautiful motifs (Siana et al., 2022).

The motif requires wastra that is a piece of cloth

as a placement material. According to Ahmad Karoni

(2021), lit is a unity that has a complete decorative

variety inside. Wastra is determined through motifs

and is seen as values, impressions, messages, symbols

and information that were included.

Motifs are for communicating messages to the

target audience, because visual perception is built on

appearance, shape and space as in perceiving a

product (Alizamar & Couto, 2016). This is no

exception, as motifs can form perceptions that can be

captured by the target audience visually. In the

Gestalt theory of perception, humans have the ability

to simplify and group elements that can be seen and

felt into one unified form (Alizamar & Couto, 2016).

In line with the basic principles of unification, the

principles apply, namely:

- Figure & ground: The stimulus received will be

connected to the context or circumstances

surrounding the object. In the organization of human

perception, the main pattern (figure) that describes

the elements in a field of perception will be the most

important. The elements that are less important are

called basic patterns (ground). The phenomena of

main patterns (figure) and basic patterns (ground) are

the most basic forms of perceptual organization (Van

Eymeren, 2014)

The application of Gestalt theory can influence

human perception. Perception begins with a sensing

process where the stimulus is received by the five

senses, then the individual has attention and is

transmitted to the brain. After that, the individual is

aware of and can understand the surrounding

environment and what is within the individual.

Perception can be interpreted as a process of

receiving stimulation from the five senses, preceded

by attention so that the individual is able to perceive,

know and appreciate the good things that are

observed both outside and within the individual

(Sunaryo, 2002)

A visual object such as a motif can function as

brand awareness to increase public attention. In

principle, brand awareness refers to the strength with

which a brand can be present in consumers' minds.

(Pappu, Quester, and Cooksey, 2005), this can happen

if there is a relationship between the brand and the

type of product, where potential consumers recognize

or associate it with a particular product. With that,

awareness can only be from brand recognition to

brand memory or simply memory of the product

becoming dominant, if it is the only brand that

consumers remember. (Hakala, Svensson & Vincze,

2012). In terms of designing motifs and efforts to

instill them in the minds of consumers, it is important

to give uniqueness to a motif so that it can be

remembered by the target audience. Motifs also

function to show identity related to creative works as

personal, corporate or regional identity (Sartika, et al,

2017). Therefore, motifs can be used as a medium to

convey messages to the target audience through their

uniqueness.

3 METHOD

The methods that are used in this research are

exploring the life and image of tigers and the habitat

of Sumatran tigers. The exploration method is a

method that see, observe, understand and feel to

produce something. The exploration method is

applied in artistic activities because it is closely

related to creativity (Faida, et.al, 2020).

First, identify the conflict faced by the Sumatran

Tigers. Second, reset the shape and color of the

Sumatran Tiger to be used as a moodboard. Third,

carry out the design process that will be used as a

motif. Finally, carry out a literature study to

understand all of the datas that has been collected,

problems, solutions and other explanations about

animals. This method improves the process of

creating motifs for order, meaning and significance of

art, as well as motif quality.

Then, use a documentation method to personify the

meaning of the motif. Lastly, collect all the sketches

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that have been assisted without any plagiarism then

carry out digital documentation of the motif during

the practicum class from design to repetition.

Next, a questionnaire was created to determine

consumers' perceptions of the designed motifs. The

questionnaire was created on a Likert scale and then

tested on 40 respondents to test its validity and

reliability. Then 11 questions were obtained to be

distributed again and then 102 respondents were

obtained and then processed using Factor Analysis.

The results of the Factor Analysis were then verified

by conducting a Focus Group Discussion with 10

respondents to find out their perceptions and

impressions of the Sumatran tiger motif that had been

designed.

4 RESULT & DISCUSSION

4.1 Result

4.1.1 Exploration Process

Before carrying out the exploration process, the

designer chose Sumatran Tiger’s fur to determine the

color of the motif and from the face to neck for the

shape. In addition, the designer's goal is to provide a

visual protection for animals. Then, because Daun

Sang/Sang Leaves is an endemic plant in the Sumatra

region and gives the impression of nature surrounding

it, the designer included Daun Sang/Sang Leaves as a

form of asset. Lastly, Mount Sibayak to depict life in

nature and prosperity.

The Sumatran Tiger is the smallest species

currently, almost the same size as leopards and

jaguars. Sumatran Tigers have dark orange fur and

wide black stripes. In addition, Sumatran Tigers have

short manes with longer fur on the sides of their faces

(possibly as protection against forest vegetation)

(Moretti, 2021).

Sang leaves are one of the widespread plants in

Sumatra, so they were previously used as roofs for

local people's houses. According to the IUCN, Sang

Leaf is included in the Red Data Book as a plant that

is threatened with extinction due to its use by

residents in forest areas as roofing material for

houses, wall materials and huts or cottages as well as

land clearing activities, forest fires and deforestation

(Sihombing et al., 2014).

According to Karo people's beliefs, Mount

Sibayak is associated with prosperity and wealth (the

word 'bayak' means 'rich'). According to Karo, the

concept of wealth is not only material but also

spiritual and cultural. The meaning of the name

Mount Sibayak teaches about inherent cultural

interpretations (Rizal, 2023).

In the exploration process, a mood board is

created based on the concept that was included. Mood

board is defined as a board media to provide ideas and

help designers in the design process. Mood board can

raise a designer's enthusiasm for learning in achieving

competency in learning fashion design so that there is

visual knowledge and understanding. Apart from that,

mood board can be a guide in creating themed

creative works so that the creative process is in

suitable with the specified theme and the purpose of

creating the work (Bestari and Ishartiwi, 2016).

Figure 1: MoodBoard.

In the mood board, there were various photos of

Sumatran Tigers and Sang Leaves with different

perspectives and poses so that the designer could

understand the anatomy of the tiger and leaf in

geometric shapes as well as two photos of Mount

Sibayak as a reference. In the color palette, the

designer used complementary colors which are

opposite colors, two colors that contrast and stand

out, such as red and green. Apart from that, accent

colors are used in clothing which are the addition of

different colors to not destroy the color unity, such as

cream and orange as well as light and dark green

(Meilani, 2013). The cream color was taken from

tiger fur and symbolizes hope and purity (Novelisari,

et.al, 2020). The red color was taken from autumn

leaves gives the impression of courage, enthusiasm

and spirit. Then, the orange color was taken from tiger

fur gives the impression of caring, motivation,

enthusiasm. The light green color was taken from the

leaves gives the impression of growth, fertility and

even health. Lastly, the dark green color gave the

impression of prosperity.

After the mood board, sketches were made to

combine various geometric shapes in the form of

triangles, quadrilaterals, circles, rectangles and

crystals. The sketches were drawn onto A4 paper in a

Designing a Sumatran Tiger Motif as an Effort to Increase Public Awareness in Protecting the Crisis of Protected Animal’s Populations in

Indonesia

13 x 13 cm square box and dialed. The sketching

process was carried out in various types to determine

the arrangement, combination of shapes and

composition that were interesting and according to

the concept.

Figure 2: Alternative Design.

The designer also explored the shapes of the

Sumatran Tiger, Sang Leaves and Mount Sibayak to

match the geometric shapes in the motif. The

exploration process was carried out according to the

student's theme and goal of conveying something

through design and students. The longest process was

sketching because it requires a lot of exploration and

strong imagination to create an attractive and

proportional design for a motif and avoid plagiarism.

After the sketching process, the color selection

process was carried out to be assigned to each motif

element according to the concept. The placement of

colors provides an expressive atmosphere and attracts

attention. The designer emphasized that the colors

should be in harmony with each other to suit the

process of repeating the shape. After sketching, the

designer used Adobe Illustrator software to create

vectors and color.

4.1.2 Design Process

In this process, the sketch is digitized in Adobe

Illustrator software with CMYK color mode. The

purpose of using Adobe Illustrator software is to

correct colors and repetitions to form patterns and

motifs. The designer could refine and change

elements in the design to provide the right

composition. Starting from the sketch, it was traced

using the pen tool in the tool bar to form precise and

neat elements for printing. In the design design

process, a mature concept was determined according

to the theme and meaning. The following were all of

the sketches that had been digitized:

Figure 3: Motifs 1.

In this first pattern, it gives the impression that the

Sumatran tiger population is decreasing and is

threatened with extinction. The circle at the end

comes from the shape of Mount Sibayak which is

simplified into a plane because Mount Sibayak is not

completely triangular and curved and gives the

impression of a life cycle (changes experienced by

species) after repetition. The Sumatran tiger in the

center is given a green color to represent health and

prosperity. The circles and small crystals found on the

Sumatran Tiger's body are part of the tiger's body and

the tiger stripes are formed from Sang Leaves. The

large and small crystals come from the shape of the

inner Sang Leaves which is covering the tiger and is

placed for protection.

Figure 4: Motifs 2.

In the second pattern, it gives the impression of a

Sumatran Tiger opening its mouth to growl and roar

for help. The crystal at the end of the motif and other

elements in the mount and the tiger come from the

Sang Leaf. At the top of the tiger, there is a triangular

shape as Mount Sibayak to protect and provide

prosperity so that the tiger and mountain elements are

combined. The two triangles on the right and left of

the tiger give the impression of a threat to the tiger.

At the end, a crystal element for the Sang Leaf is

placed so that after it is repeated, it forms a 'bloom'

from extinction.

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Figure 5: Motifs 3.

In the third pattern, it gives the impression of a

warning sign for the Sumatran Tiger, which is why

there is a red circle on the back of the tiger in the

middle of the image to give attention. The circle at the

end of the motif comes from the shape of Mount

Sibayak which is simplified to give the impression of

a life cycle (changes experienced by species) after

repetition. The small crystals together with the

triangles in the shape of a bow and arrow give the

impression of a threat because initially, the extinction

of tigers started from illegal hunting. The large crystal

gives the impression that the tiger is being protected.

In all these patterns, the designer placed the tiger

in the center to draw attention. For coloring, harmony

and meaning. After forming a pattern from all the

elements that have been combined, a pattern

technique is used in the object bar where the process

of repeating motifs was carried out horizontally and

vertically. The following is a motif from a pattern that

has been repeated using the pattern technique:

Figure 6: Motifs 1.

Figure 7: Motifs 2.

Figure 8: Motifs 3.

Then, the motifs that had been created digitally are

made in the form of fabric products. The designer has

reasons for selecting the type of fabric that will be

applied. The following are the results of the mock up

motif:

Figure 9: Material Cotton Cloth.

Designing a Sumatran Tiger Motif as an Effort to Increase Public Awareness in Protecting the Crisis of Protected Animal’s Populations in

Indonesia

Figure 10: Tapestries.

Figure 11: Flannel.

The purpose of choosing the fabric materials listed is

to be able to print via digital printing and maintain the

condition of the furniture and provide comfort with

good softness. In the digital printing process, a

process of "transferring" the design via sublimation

or digital transfer will be carried out on the printer

machine. Even though the sublimation method uses

synthetic materials, there are also natural materials.

However, because the fabric is made from natural

materials, color absorption is carried out. In order to

make the colors match or are the same as the digital

design, the printed design colors are given a higher

saturation. Then, use the screen printing or screen-

printing method which is a fast method of combining

digital or traditional printing techniques on the

screen. The materials used are colored pigment and

adhesive glue for foiling. Then, the fabric is washed

and a machine border technique is used so that the

details of the motif can be seen (Arihta and

Saftyaningsih, 2013).

Apart from that, it can be applied to furniture such

as tables made from ecobrick materials. Ecobricks are

a creative effort to manage plastic waste into usable

objects with the aim of reducing pollution and toxins

caused by plastic waste. Then, it can prevent tree

logging for materials that are used as furniture and

protect the habitat of tigers and other species

(Suminto, 2017).

The designer can learn how designs are

communicated in visual forms to provide meanings

and messages through geometric motifs during basic

design learning. In applying the motifs, the products

were designed in the form of fabric as one of the

materials mostly used by the citizens with the aim of

increasing public awareness of the importance of

protecting animals and the environment.

The results of this design were then tested on

respondents to determine their perception of

aesthetics and the communication message conveyed.

The results obtained through factor analysis are as

follows:

Figure 12: The results of the KMO and Bartlett's Test.

From the results of the KMO and Bartlett's Test

above, it showed that the result of 0.855 stated that

the results of distributing the questionnaire had good

value so that the results of the questionnaire could be

interpreted.

Table 1: Questionnaire Results.

Question Motif 1 Motif 2 Motif 3

This motif design caught

my attention

.567 .779 .784

I'm interested in using

this motif as a

clothing/accessories

motif

.608 .747 .803

This motif made me

want to know more about

the issue regarding the

condition of Sumatran

tigers

.662 .563 .944

I feel that the motif on

this cloth depicts the

protection of the

Sumatran tiger and

provides support for the

conservation of

endangered animals

.732 .794 .816

I feel that the motif on

this cloth depicts the

protection of the

Sumatran tiger which is

threatened with

extinction due to

oachin

/ille

al lo

.771 .798 .805

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Table 1: Questionnaire Results (cont.).

Question Motif 1 Motif 2 Motif 3

This motif design makes

me want to further

support Sumatran tiger

conservation efforts

.746 .682 .845

I feel this motive

encourages me to

participate in preserving

the Sumatran ti

.782 .786 .837

I feel that this motif is a

creative and effective

way to convey

conservation messages

to the target audience

.610 .630 .865

I feel that this motif can

be an effective tool in

campaigns on social

media for Sumatran tiger

conservation

.566 .635 .755

From the results above, it could be seen that Figure A

did not attract the attention of the target audience as

indicated by the poor correlation value. It also showed

that this motif did not attract the attention of various

ages of the target audience. However, the target

audience still felt that this motif could raise their

awareness to preserve endangered animals, especially

the Sumatran tiger. Figure B was enough to attract the

attention of the target audience, but did attract their

curiosity about the condition of the Sumatran tiger.

Figure C had attractive visuals and was able to attract

the attention of the target audience in preserving the

Sumatran tiger. Of the three images, Figure B was

considered the most visually interesting, indicated by

the highest correlation value among the three.

However, after being applied to the design object,

Figure C looked more attractive among the three.

Although visually interesting, Figure B did encourage

the target audience to want to know more about

Sumatran tigers. After being confirmed through FGD

with the target audience, Figure B was more visually

attractive but was not yet able to convey a message

through shapes related to the tiger image. In terms of

efforts to convey conservation messages for

Sumatran tigers, Figure C was better to convey these

messages than the other two images so that Figure C

was considered more effective in building public

awareness related to tiger conservation.

Based on the results of the Focus Group

Discussion conducted with 10 respondents, it was

concluded that Figure C had the best response among

the three as a media campaign for the protection of

Sumatran tigers. From the results of the FGD, they

got the impression that the shape was similar to a

tiger's head in terms of visual perception.

4.2 Discussions

The Sumatran tiger is one of the animals experiencing

a population crisis in Indonesia due to illegal logging

which causes loss of animal habitat as well as illegal

hunting due to lack of public awareness. The

government has held activities and outreach on

Sumatran Tiger protection to increase public

awareness. In designing there are several important

elements such as dimension points, lines, planes,

texture, space and color. During the exploration and

design process, the designer summarizes his

inspiration in the form of a moodboard to determine

the shape approach and color palette of the design

pattern which will be repeated into a geometric motif.

In the color palette, complementary colors such as

cream, red, orange, light green and dark green are

used to give a natural impression of protection and

peace and train the designer's sensitivity in color

combinations in a design. After the sketch process is

digitized and the design application of the image is

determined after it is printed on natural fabric. After

designing the pattern, the designer creates a pattern

that is repeated into a motif. The first motif gives the

impression that the Sumatran tiger population is

decreasing because it is threatened with extinction, so

it needs to be protected and preserve the life cycle of

this species. In the second motif, the Sumatran tiger

under the mountain opens its mouth to growl and roar

for help because its need for natural life is

disappearing. Finally, the third motif, as a warning

sign for the Sumatran Tiger which needs to get public

attention. The motif that has been designed will be

printed on fabric in the form of cotton, tapestry and

flannel. Then it is applied to plastic ecobrick furniture

to become objects that can be used to prevent

excessive felling of trees and protect animal habitats.

Through this design process, designers can identify

certain visuals that can provide meaning and

messages through motifs and understand the

dangerous situations faced by protected animals

during this time.

From the results of the discussion above, there is

something interesting and a finding that a motif can

remind target consumers of a message, in this case to

raise awareness of the target audience regarding the

conservation of Sumatran tigers. Motif C reminds the

target audience of the shape of the Sumatran tiger's

head. In Gestalt theory there is the principle of the law

of equivalence. In observation, objects that have

similarities (similarity) to each other will be

organized into one perception. In other words, things

that are similar to each other will be perceived as a

group or a totality. (Hidayati, 2011). The use of green

Designing a Sumatran Tiger Motif as an Effort to Increase Public Awareness in Protecting the Crisis of Protected Animal’s Populations in

Indonesia

and brown colors reminds the target audience of the

forest as a habitat for Sumatran tigers. Meanwhile, at

first glance, the object in the middle resembles the

shape of a tiger's mouth and nose. However, after

being repeated into a unified motif, at first glance it

will look like a tiger's head.

Figure 13: Shape of the Sumatran tiger's head from Motif

From this it can be concluded that the application of

Gestalt principles in building public awareness is very

important. Gestalt principles can help designers in

formulating and creating object forms or images that

can improve an individual's perception of an object.

The presence of several design elements related to the

image and habitat of tigers can be unique and capable

of raising awareness among the target audience.

5 CONCLUSIONS

From the explanation above, it can be concluded that

the motif can be used to build public awareness about

the conservation of the endangered Sumatran tiger.

However, several efforts are needed so that the

communication message can reach the target

audience. One way is to apply several elements

related to the tiger's image, for example body shape,

body parts, use of relevant colors, and the tiger's

habitat. In the case above, image C, which has several

elements that are similar to the shape of a tiger's body

parts, is complemented by the use of colors that are

relevant to the image of the forest. It is important to

apply the principles of Gestalt theory to strengthen

the impression of closeness (similarity) to the shape

of the original object so that it will make it easier for

the target audience to recognize the shape and in turn

will help make them aware of the existence of the

endangered Sumatran tiger.

5.1 Recommendation

For those who wish to initiate further research, it is

highly recommended to find out the effectiveness of

the motifs created when implemented in social media

campaigns, such as Protection of Endangered

Animals. This research focuses on rare animals such

as the Sumatran tiger. This motif can also be applied

to various types of media or explored into new

designs based on research to increase awareness of

the Sumatran Tiger.

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ICCM 2024 - The International Conference on Creative Multimedia

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