Visual Branding Strategies in Digital Taaruf Biodata Content on Instagram

Abstract

The expansion of Islamic pre-marital culture into cyberspace has led to the rise of taaruf platforms on Instagram, which face the challenge of presenting biodata attractively while protecting user privacy through designed trust. This study investigates the visual branding strategies of selected Instagram accounts (@taaruf.time, @taarufku.id, and @taaruf.uk), focusing on logo design, illustration, color, and typography, while evaluating functional quality based on the Web Content Accessibility Guidelines (WCAG) 2.2. Employing a qualitative descriptive approach, the research integrates visual content analysis, design criticism, and Roland Barthes’ semiotic model, with functional quality assessed using four parameters: usability, accessibility, visual consistency, and responsiveness. The findings reveal three distinct strategies: @taaruf.time employs functional anonymity through 3D avatars; @taarufku.id adopts an emotional-artistic approach with faceless digital painting in warm earth tones; and @taaruf.uk applies documentary realism by censoring original photos with masks or veils. WCAG 2.2 evaluation shows @taaruf.time achieved the highest functional performance, while @taaruf.uk faced readability issues due to inconsistent photo backgrounds. The study concludes that functional aesthetics in visual branding enhance trust, safety, and comfort for audiences engaging with religiously private spaces in digital environments, thereby contributing to scholarship on Islamic digital culture, design ethics, and accessibility in social media.