EVALUATION OF MESSAGE DESIGN ON GOVERNMENT AND PRIVATE INSTAGRAM: A COMPARATIVE STUDY OF @KEMDIKTISAINTEK.RI AND @RUANGGURU

Abstract

This study aims to evaluate and compare the application of graphic design principles on Instagram accounts @kemdiktisaintek.ri (government) and @ruangguru (private). In Indonesia's education sector. The method used is qualitative content analysis with a comparative approach. The analysis object includes 3 screenshots of each account that includes profiles, story highlights, and feed posts. The assessment instrument uses 11 graphic design principles: dominance, color & contrast, proportion, repetition, hierarchy, balance, white space, typography, emphasis, rhythm, and unity. The results showed that @ruangguru obtained an average score of 4.7/5, while @kemdiktisaintek.ri obtained a score of 3.6/5. The most significant differences are found in the principle of repetition (2.5 vs 5) and unity (3 vs 5). The main drawbacks of @kemdiktisaintek.ri are the absence of a standard design template and inconsistency of accent colors. This study concludes that color consistency alone is not enough; Uniform design templates are a key factor in the success of message design on social media.