La simplicidad en el diseño de marcas gráficas: análisis de la preferencia

Abstract

Recibido: 21 de julio de 2017 / Aceptado: 15 de febrero de 2018 Resumen. Un gran número de autores y profesionales alude a la simplicidad como uno de los atributos fundamentales en la definición del buen diseño; sin embargo, cabe preguntarse por la percepción del público ante este rasgo visual. A partir de una experiencia piloto previa, el presente estudio busca analizar la respuesta del destinatario ante la simplicidad o la complejidad -su técnica opuesta-en el ámbito de la identidad visual, concretamente. La investigación realiza una descripción previa de ambos conceptos mediante cinco variables y recurre al índice de Preferencia como herramienta para evaluar la reacción del receptor. Siguiendo este modelo, y mediante la valoración del rediseño de 30 identificadores reales por parte de 1304 participantes, el trabajo concluye que existe una significativa inclinación hacia la simplicidad, que se incrementa notablemente en la medida en que el vínculo del sujeto con el diseño gráfico (en cuanto a perfil profesional, formación y conocimientos) es más estrecho. Palabras clave: Simplicidad; diseño gráfico; identidad visual; preferencia; marcas gráficas.[en] Simplicity in the design of graphic marks: analysis of preference Abstract. Many authors and professionals refer to the simplicity as one of the fundamental features of good design; however, it seems necessary to wonder about the perception of the public about this visual characteristic. From a previous pilot experience, this study tries to analyze the response towards simplicity or complexity -its opposite technique-in the field of visual identity, specifically. The research makes a previous description of both concepts from five variables and uses the Preference index as a tool to measure the reaction of the receiver. Following this model, and through the evaluation of the redesign of 30 real graphic marks by 1304 participants, the work concludes that there is a significant predilection for simplicity, which increases remarkably when the relationship between the subject and graphic design (in terms of professional profile, training and knowledge) is closer.

Instagram como Herramienta de Comunicación Digital para la Gestión Municipal: Un Estudio de Caso del Gobierno Autónomo Descentralizado de Yantzaza, Ecuador

“…3313 institucional en la plataforma (Matriz de observación). Esto resalta la importancia de una coherencia visual y la necesidad de una estrategia de contenido que priorice la calidad y la relevancia para captar y mantener el interés del público (Suárez-Carballo et al, 2020).…”

Influencia de los efectos digitales en la actitud del consumidor hacia el anuncio y la marca

“…It is vitally important for brands to be positioned in the market with an image in consonance with the digital age (Suárez, Galindo & Martín, 2018). Digital branding involves the transformation of all the communicative and operational elements of a brand into platforms of technological innovation.…”

“…Digital branding involves the transformation of all the communicative and operational elements of a brand into platforms of technological innovation. In this process, advertising producers fulfil the role of designing a brand image in keeping with the aesthetics of the digital world (Suárez, Galindo & Martín, 2018). They focus mainly on symbolic elements, which are adapted to create the impression that the brand itself is innovative (Suárez, Galindo & Martín, 2018).…”

“…In this process, advertising producers fulfil the role of designing a brand image in keeping with the aesthetics of the digital world (Suárez, Galindo & Martín, 2018). They focus mainly on symbolic elements, which are adapted to create the impression that the brand itself is innovative (Suárez, Galindo & Martín, 2018). For example, popular international brands such as Coca-Cola, Nike and Disney have replaced their traditional logos with compositions designed using vector graphics (Pérez & Canavase, 2019;Suárez, Galindo & Martín, 2018).…”

Brand Marks examination. Empirical study of graphic parts in their relation to contrast, recognition, and memorization.

“…Brand Marks can be more complex or simpler, depending on the market, strategy, and requirements of the brand (Llorente- Barroso & García-García, 2015). Nevertheless, most designers and some studies correlate the simplicity of the Brand Marks with their memorability and with audience preference (Siegel+Gale, 2015;Suárez-Carballo, Galindo-Rubio & Martín-Sanromán, 2018).…”