Visual Perception of Orangutan Wildlife Photo Utilized on World Wildlife Fund for Nature (WWF) Campaign

Abstract

Orangutans are native to Indonesia that currently on the verge of extinction. This situation occurs because of decreased Orangutans’ habitat availability, illegal hunting and high frequency of Orangutans’ babies that are illegally traded. WWF is a non-profit organization that focuses on animal and environmental protection activities, one of which is by campaigning orangutans’ protection. One of numerous campaigns conducted by WWF is implemented through wildlife photo as a tool of communication. In this research, we focused on stages to produce necessary visual perceptions and the importance of wildlife photo utilized in WWF campaigns. The result of this research is aimed to acknowledge visual perception stages to produce necessary perceptions from the viewers and the importance of Orangutans’ photo on WWF campaigns. The final intention of these photos is to construct viewers’ perception. This research is categorized as qualitative research. Method utilized in this research is study case by discussing perception stages and the importance of wildlife photos utilized on WWF campaigns. The result of this research will reveal the necessary visual perception as final perception perceived by viewers and the importance of wildlife photos display as main subjects. The wildlife photo results will provide clearer information according to the objective of WWF main campaign, which is to protect Orangutans.