Effect of Visual Communication on Crowdfunding Success
Yanti Pasmawati (a,b*), Alva Edy Tontowi (a), Budi Hartono (a), Titis Wijayanto (a)

a)Departement of Mechanical and Industrial Engineering, Universitas Gadjah Mada, Yogyakarta, Indonesia
Jalan Grafika No.2, Yogyakarta 55284, Indonesia
*yanti.pasmawati[at]mail.ugm.ac.id
b)Departement of Industrial Engineering, Universitas Bina Darma, Palembang, Indonesia
Jalan Jendral A Yani No.3, Palembang, Sumatera Selatan 30111, Indonesia

Abstract

Success rate of the technology category on the crowdfunding campaign is quite low. Customer investment is really needed for the success of crowdfunding a startup product. The success and failure of crowdfunding campaign is determined by the achievement of funding targets. Visual communication is used as campaign information to stimulus backers to fundrising. However, there are variations in the use of visual communication for each campaign. The aims of study is determine the impact of visual communication as information on crowdfunding success. This study uses online observation method on reward-based crowdfunding platform, namely a kickstarter. The amount of visual communication in each campaign was collected. Naive Bayes was used to classification of similarity of an object. Results show that visual communication has an accuracy of more than 70%. This accuracy value show that visual communication have a positive impact on crowdfunding success.

Keywords: Visual Communication- Crowdfunding- Success Prediction- Naive Bayes

Topic: Engineering and Technology