Analisis Visual Merchandising Berbasis Computer Vision pada Konten Platform Digital AL Ceramic

The development of digital technology has encouraged creative industry players to use social media to promote
their products. Ayu Larasati Ceramic (AL Ceramic), a ceramic brand owned by Ayu Larasati and known for its
organic designs, natural colours and slow craft philosophy, is also using social media platforms such as
Instagram and websites to promote its products. Computer Vision is used as a tool to analyse Visual
Merchandising and measure the effectiveness of AL Ceramic's digital platform content. The aim of this study is
to analyse in more detail how Visual Merchandising plays a role on AL Ceramic's digital platform and to
identify the visual elements that influence product promotion. The research method used is qualitative with
descriptive analysis based on the principles and elements of visual merchandising. Data was obtained through
visual observation and analysis of content on the Instagram social media platform and the official AL Ceramic
Website. The results of the study show that AL Ceramic consistently applies the principles of visual merchandising, creating a high-quality visual aesthetic with a neutral colour palette, soft lighting and a minimalist layout that aligns with the brand's identity. This strategy not only strengthens the AL Ceramic brand but also has a positive impact on audience engagement. Therefore, the application of computer vision can be a strategic instrument for optimising visual merchandising and strengthening AL Ceramic's randing.