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Imagen: Naomi Martínez

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El método de diseño aplicado al diseño publicitario, una mirada desde los sistemas complejos

The design method applied to advertising design,

a look from complex systems

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Resumen

El diseño gráfico es una disciplina con una trayectoria sucinta y una base epistémica aún en consolidación. En su práctica, los métodos son un facto= r fundamental para la obtención de productos gráficos, capaces d= e satisfacer las demandas para los cuales son requeridos; factor que, sin embargo, suele ser poco valorado. La investigación explora los métodos de diseño y sus alcances en el contexto de la actual sociedad red, desde dos enfoques. Uno, la tradicional pos= tura causal y simplista, y el otro, frente a la de los siste- mas complejos, encontrando divergencias entre ambas. Dichos alcances son aplicados al diseño publicitario, dada su preponderan- cia e impacto en el actual contexto social, cultural, tecnológico y comercial, delineán- dose desde los sistemas complejos una po- sible ruta de aplicación prospectiva de sus métodos.

Arodi Mora= les Holguín, Universidad de Sonora Hermosillo, México.

redeshmo@gmail.com https://orcid.org/0000-0001-= 9241-032X

 

Enviado: 17/06/2019 Aceptado: 09/12/20= 19 Publicado: 30/01/2020=

 
Palabras clave: Complejidad; Diseñador; Diseño gráfico; Metodología; Sistema.


Abstract

Graphic design is a discipline with a succinct trajectory = and an epistemic basis still under consolidation. In its as in its practice, the methods are a fundamental factor for ob- taining graphic products, capable o= f satisfy- ing the demands for which they are required; factor that, however, is usually poorly valued. The research explores the design methods and their scope in t= he context of the current network society, from two approaches. One, the traditional causal and simplistic position, and the other= , compared to that of complex systems, finding differences between them. These scopes a= re applied to the advertising design, given its preponderance and impact in the current social, cultural, technological and commercial context, delineating from the complex systems a possible route of pro- spective application of its methods.

Keywords: Complexity; Designer; Graphic design; Methodology; System.


 


Sumario. 1. Introducción 2. El diseño gráfico, la publicidad y su relación. 3. Los métodos de diseño y la cau- salidad. 3= .1. Situación de los métodos de diseño lineales. 3.2. Estud= io del diseño publicitario y sus métodos a través de los Sistemas Complejos. 4. Estructura del método para el diseño publicitario, propuesta desde los SCA. 5. Conclusiones

Como citar: Morales Holguín, A. (2020). El método de diseño aplicado al diseño publicitario, una mirada desde los sistemas complejos,  Ñawi:  arte diseño comunicaci&oacut= e;n, Vol. 4, Núm. 1, 13-31.

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http://www.revi= stas.espol.edu.ec/index.php/nawi/article/view/560 www.doi.org/10.37785/nw.v4n1.a1<= span lang=3DEN-US style=3D'font-size:7.0pt;mso-bidi-font-size:11.0pt;line-height:= 161%'>


 

1.= Introducción

El diseño cuenta con antecedentes milenarios, pues ha formado parte del hombre desde sus orígene= s más primitivos. Pru= eba de ello son las diversas formas de expresiones visuales presentes en todas las épocas. Pero, al referirnos al diseño gráfico, sería en= el siglo XX cuando emergería como disciplina propiamente dicha= , la cual evolucionaría rápidamente gracias a la realidad económica, tecnológic= a, industrial y comercial que caracterizó la segunda mitad del siglo XX, empujando al mismo en sus diversas áreas a experimentar una rápi= da evolución, entrando con ello en una nueva etapa, la del estudio teórico.

Al hablar del anuncio publicitario, lo podemos hacer desde diversas perspectivas: como medio<= span style=3D'letter-spacing:-.7pt'> que proyecta y comunica mensajes, como canal de persuasión, como dispositivo de gran influencia social y cultural o como herramienta comercial, entr= e otros. Sin embargo, un aspecto probablemente menos abordado de ést= e es el que corresponde al constructo del anuncio desde el intersticio del método.

El diseño, en general, como el del anuncio publicitario es resultado del trabajo regido por métodos de diseño, los cuales, en su mayoría, se han sustentado en la causalidad, resultado del = paradigma que ha definido el imaginario de la ciencia desde el siglo XVII, cuyas caracte- rísticas más relevantes pueden ser encontradas en la disyunción y simplicidad (Morin, 2004, p. 122).

En la actualidad los métodos de diseño, en mayor proporción, siguen dicha perspectiva. Sin embargo, hoy más que nunca la publicidad se caracteriza por la saturación, pues los in- dividuos reciben diariamente miles de impactos visuales, los cuales son ignorados en gran volumen, resultado de dicha saturación. Aunad= o a ello deben considerarse las propiedades del nuevo contexto que nos envuelve, caracterizado p= rincipalmente por el fuerte y rápido ingreso = social al escenario tecnológico, donde el diseño igualmente ha experimentad= o desde hace algunos años un importante desplazamiento hacia los entornos digitales, lo que ha lle- vado a una obligada readaptación general, siendo una de sus áreas principales la publicitaria.<= /span>

De acuerdo a lo anterior, y siguiendo la perspectiva de Yee & Bremner (2011, p. 1), la elec- ción de un método establecido par= a diseñar correspondería = a decantarse en favor de un en- foque de selección y combinaci&oacu= te;n, buscando seleccionar y aplicar los más apropiados. Ante lo cual podemos cuestionarnos si esto apunta a una disciplina en crisis, donde los métodos existentes no son aptos para un propósito; o, por otro lado, si el diseño como disciplina= está madurando y desarrollando modelos distintos. Una disciplina “en plena construcción episte- mológica”, enfatizan García-Cordero & Buitrago-López (2017, p. 118). = Al respecto, es posible que ambas hipótesis tengan parte de razón.

Hoy en día los métodos de diseño tradicion= ales evidencian algunas carencias en la bús-


 

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queda = de soluciones vanguardistas a= los problemas que enfrentamos, pues no son iguales a las de hace unos años, dado que, como apunta Barsalou (2017, p. 102), hoy los métodos de diseño requiere= n abordar y entrelazar diversas realidades, en concreto patrones complejos a través de dominios múltiples, destacando la interrelació= ;n sistémica de la percepción, cogni- ción, experiencia y la acción. En el mismo sentido, Rodríguez & Montiel (2020, p. 214) recalcan que hoy en día ser diseñador implica potencialmente ser creativo, original e innovador, lo que i= mplica ir más allá de los modelos y procesos habituales.

Por otro lado, la atención que se le comienza a dar a la integración, desde perspectiva= s nuevas de cara al enriquecimiento del diseñ= ;o, puede interpretarse como síntoma de madura- ción a través de<= span style=3D'letter-spacing:-.2pt'> la propuesta de nuevos modelos; no obstante, dicha transición, concebimos, está en pleno proceso. Un desafío que nos obliga a ir más all&= aacute;, hacia un nuevo entorno de pen- samiento <= /span>y acción, que nos empuja a abordar el ejercicio del diseño desde enfoques distintos, dond= e la perspectiva de los sistemas complejos evidencia alances interesantes.

2. El diseño gráfico, la publicidad y su relación

Desde sus primeros<= span style=3D'letter-spacing:-1.05pt'> días, el hombre se ha manifestado sobre la faz de la tierra impuls= ado por la capacidad de su intelecto, destacando la comunicaci&o= acute;n como una de sus principales herramientas de subsistencia. Desde los dibujos plasmadas en las antigu= as cuevas prehistó- ricas, = hasta los avances del mundo actual caracterizado por la alta tecnología y la saturación de gráficos, la imagen se ha consolidado como importante= código de comunicaci&o= acute;n de la civilización humana e inherente al hombre a través de su historia, forjando y apoyando en ella su propia identidad y realidad. Es gracias a la imagen, tanto en su representación física como imaginaria, q= ue accedemos a la simbolización, y sin el concurso de ésta seríamos inca- paces de= l pensamiento reflexivo que hoy nos caracteriza y define como especie (De Fleur & Ball-Rokeach, 2009, p. 280).

Con el surgimiento del diseño grá= ;fico en la Bauhaus, éste e= volucionaría rápidamente, in- fluenciado nuestras vidas<= span style=3D'letter-spacing:-.75pt'> de una manera cada vez más profunda; influ= encia que hoy en día es abrumadora, pues práct= icamente cada aspecto de nuestra vida, cada objeto con el que interactuamos, de una u otra manera, es producto del diseño. Para definir diseño, podemos = citar a Mose Biskjaer, Dalsgaard, & Halskov (2017, p. 1), quienes encuentran que éste es in- herentemente una actividad creativa y, sea de manera incremental o disruptiva, apunta a mejorar lo existente a través de la introducción de algo novedoso. Desde la perspectiva de García-Cordero & Buitrago-López, (2017, p. 123), puede entendérsele com= o la creación de la forma, capaz de articular tanto el valor cultural como de uso del diseño o producto, lo cual integra diversas esferas como las sociale= s, culturales, económicas y políticas. Para Claus, Bo, &am= p; Saeema (2019, p. 40), el diseño es un proceso social capaz de contribuir con soluciones con impacto<= span style=3D'letter-spacing:-.5pt'> en la comunidad, resultado de la argumentación, cuya importancia respecto a la


 

accesibilidad vis= ual es mucho mayor que en otras disciplin= as del diseño, como sería el diseño de productos (Cornish, Goodman-Deane, Rug= geri, & Clarkson, 2015, p. 178).<= /span>

Una perspectiva del diseño desde el contexto gráfico es la que propone Solas (2003, p. 1), al definirlo como “l= a construcción de un interfaz material de relación con el mundo exterior al sujeto, sea en el campo objetua= l o en el simbólico. Interfaz que es entendida como media- <= span style=3D'letter-spacing:-.2pt'>ción”. Probablemente uno de los conceptos más am= plios sobre diseño grá= ;fico es el ya clásico compartido por Frascara (2000, p. 19), quien nos dice “es la acción de concebir, programar, proyectar y realizar comunicaciones visuales producidas en general por medios industriales  y destinad= os a transmitir mensajes específicos a grupos determinados”; fenómeno donde la imagen= es preponderante. En ese sentido, Díaz Martí= nez (2011, p. 28) reconoce a la imagen como un potenciador de interpretación y creación y, de acuerdo con ello, el diseño gráfico puede dilucidarse como una herramienta capaz de influir en la sociedad a través de sus dis- tintas áreas, donde el diseño publicitario pare= ce ser una de sus manifestaciones más prepon= - derantes.

Sobre el concepto de publicidad, Bassat (2017, p. 20) la define como el arte de convencer a los consumidores. Muela-Mol= ina (2018, p. 313) la describe como una comunicación= de natu- raleza persuasiva al servicio de los anunciantes, los cuales frente al entorno competitivo en el que se encuentran envueltos, buscan que el consumidor adquiera su producto o servicio.

Desde su perspectiva,= Díaz Martínez (2011, p. 32) subraya que “una lectura global de la pu- blicidad pretende recoger aquella estructura profunda que permite a cualquier lector, dentro de un contexto cultural específi= co, reconocer un texto publicitario”. Y propone como elemen- to medular del andamiaje de la publicidad, su capacidad y estructura discursiva, la cual se asume como funcional en el contexto donde tenga lugar, dado que se construye y transforma a través de lo social, destacando al código de la imagen dado su papel preponderante.

La relación inherente= de la publicidad con el diseño gráfico no= s conduce al diseño publi- citario; fenómeno q= ue, según Tena (2005, p. 6), es el responsable de transportar de manera clara y diligente el objetivo central de la estrategia comunicativa. Siguiendo el mismo enfo- que, Solas (2003, p. 1) argumenta que la publicidad puede ser entendida como “una de las especialidades del diseño, en su aspecto de mediación simbólica con el mundo de los objetos apropiables, sean estos materiales o ideoló= gicos”.

Mir= ando a los orígenes, Pellicer (2011,= p. 2) explica que desde las primeras civilizaciones los anuncios fueron utilizados= , encontrándose constancia de éstos en el valle del Nilo, al estar presentes en todas las etapas de nuestra historia. En el siglo XX, los medios masivos harían de &= eacute;sta una herramienta cada vez más influyente; sin embargo, el paradigma más significativo ha tenido lugar a partir de la denominada “sociedad red” (Castells, 2009, p. 25), donde los entornos digitales e internet han transfigurado abruptamente la realidad humana en todo


 

sentido; momento a partir del cual= la publicidad ha experimentado transformaciones vehe- mentes, detonando una inercia irruptora que seguimos viviendo.

La perspectiva de García López (2= 015, p. 185) explica como la publicidad es un artefacto comunicativo muy potente, a través del cual organizaciones productoras o marcas consoli- dan sus posiciones y hegemoní= ;a a través de dicho engranaje y donde las tecnolog&iacu= te;as, sobre todo las digitales= , juegan un papel decisivo. Esto ha permitido a la publicidad en general, y al diseño publicitario en particular, manifestarse desde nuevas realidades con oportunidades insospechadas, caracterizadas por un cambio paradigmático, la transición de l= a unidireccio- nal a la bidireccional y = multidireccionalidad.

El ejercicio, tanto del diseño como del diseño publicitario, se<= span style=3D'letter-spacing:-.6pt'> desarrolla a través de mé- todos, siendo el métod= o proyectual uno de los más representativos, herencia de la Bauhaus, donde se daría luga= r a uno de los primeros espacios para su narrativa, convergiendo distintas corrientes y emergiendo perspectivas fi= losóficas, metodológicas y otras, cuya influencia sigue hoy viva y presente en las diversas academia= s alrededor del mundo (Lupton & Miller, 2002, p. 7). Método cuya base se conforma por una serie de operaciones necesarias establecidas ba= jo un orden cuyo objetivo es el de lograr un resultado; causalidad que es posible encontrar en la mayor parte de los métodos de diseño que en el presente se instruyen en el aula y emplean en el ejercicio profesional.=

3.= Los método= s de diseño y la causalidad

= 220;Método”, para la Real Academia Española (RAE, 2019), es el “procedimiento que se sigue en las ciencias para hallar la verdad y enseñarla”. Para el Glosario de Filosofía (2019), “método” es la “disposición racional de una actividad para la obtención de un fin determinado”. Por= su parte, metodología viene a ser la parte de la ciencia que estudia los métodos. Por ende, los términos método y metodología no deben ser confundidos.

Los métodos de diseño, según Iser= te Peña (2012, p. 1), son los procedimientos existentes para diseñar y= que sigue el diseñador en su ejercicio. Por su parte, Nacif (2015, p. 1) sostiene que método es un procedimiento específico para abordar un problema dentro de una disci- plina c= ientífica determinada. Además, apunta que desde el diseño los mé= todos refieren a lo siguient= e:

Todos y cada uno de los procedimientos, técnicas, herramientas, i= nstrumentos que ayudan a lograr un diseño determinado y a su vez, son las distintas clases de actividades que el diseñador utiliza y combina entre en un proceso general de diseño (Nacif, 2015, p. 2).

La misma autora reitera que algunos de los métodos son los procedimientos convencio- nales y normales de diseño, como el dibujo, que es el más común; en otras palabras, el diseñar dibujando.


 

A partir de la perspectiva de Schønheyder & Nordby (2018, p. 1), se explica cómo los méto= - dos de diseño son conformados= y aplicados resultado de la evolución, siguiendo y adaptándo- se pragmáticamente a las características del contexto propio de c= ada momento.

Desde una mirada prospectiva, podemos citar a Jones, (2010, p. 2), quien asevera que los métodos tradicionales d= e diseño se han caracterizado como racionales= , pragmáticos, críticos, generativos y fenomenológicos, contribuciones profundamente arraigadas en el pensamien- to del diseño. La generación actual de métodos de diseño<= span style=3D'letter-spacing:-.9pt'> emerge desde una epistemología transdisciplinar, técnica de perfi= l participativo y una phronesis (&= #8220;sabiduría práctica”, en grie- go) de creación conjunta de múltiples partes interesadas; esto último correspondiendo a lo= s sistemas sociales. Para Iserte Peña (2012, p. 14) el ejercicio del diseñ= ;o, basado en métodos, poco<= span style=3D'letter-spacing:-.6pt'> a poco ha ido sustituyendo la inercia de trabajo de la “gran idea”, es decir, la que con- templa a la creatividad como fuente principal, aunque recalca<= span style=3D'letter-spacing:-1.1pt'> que la filosofía de la gran idea sigue viva y en práctica hoy en día.

Al referirnos a los diversos métodos de diseño<= span style=3D'letter-spacing:-.9pt'> a través del tiempo, Vilchis (2014) cita va- rios ejemplos, de los cuales podemos referir algunos como el de Bruno Munari, Bernd Löbach, Christopher Jones, Abraham Moles, Gui Bonsiepe, Jordi Llovet, Morris Asimow, Scott, Archer, Fallon, Gugelot, Swann y Sidal, entre otros, todos los cuales se caracterizan por organizarse bajo una estructura causal-secuencial.

La causalidad obedece al principio de causa-efecto y se caracteriza por seguir una estruc- tura en forma lineal, perspectiva que tiene su origen en Descartes, quien propuso una forma particular de observar, entender, abordar y explicar los fenómenos.

La linealidad sigue el principio mecanicista basado en la descomposición del todo en ca- denas causales aisladas, separando la totalidad en partes para luego estudiar cada una de forma individual, sumando después dichos fragme= ntos, obteniendo de esta forma el cono- cimiento (Bertalanffy, 1986, p. 8). Esta perspe= ctiva constituye un principio que no aborda= los fenómenos como un todo, sino de forma parcelada (Morin, 2004, p. 23). A grandes rasgos, linealidad significa que podemos obtener un valor para el todo, a través de la suma de los valores de sus partes.

Desde la perspectiva lineal-causal, los principios de verdad se sostienen sólo a través de las ideas claras y nunca por los elementos densos o difíciles de medir o controlar, siendo estos últimos los característicos en el contexto social, donde el diseño y en particular la publicidad <= span style=3D'mso-font-width:95%'>se = tiene lugar. Desde la linealidad, las ideas claras se construyen en base a la simplificación del conocimiento, considerando los<= span style=3D'letter-spacing:-.3pt'> elementos de mayor claridad y relevancia, los cuales a su vez se subdividen, t= omando sólo los elementos= principales de cada subdivisión; de esta manera al conocimiento nunca es total, ya que es resultado de la simplificación.


 

Lo anterior, llevado a la realidad del diseño, nos permite encontrar coincidencias, pues concordando con la perspectiva de García-Cordero & Buitrago-López (2017, p. 125), el diseño gráfico rec= opila fundamentos visuales y conceptuales que involucran a diferentes contextos y realidades. Constituye,= así, un espacio de producción estética, funcional, &uacut= e;til y comunicativa, siendo de tal modo necesario unificar la teoría, la práctic= a y reflexión para la creación objetos innovadores y funcionales. Reflejando, todo ello, una conducta sistémica.

Al<= span style=3D'letter-spacing:-.35pt'> referirnos al métod= o para el diseño de anuncios publicitarios desde la estructura causal descrita, éste s= eguiría un orden lineal regido bajo la relación causa-efecto, donde no es posi- ble acceder a un siguiente paso del proceso, sin necesariamente haber pasado por el previo, lo que requiere de una organizació= n de estilo secuencial.=

Buscando ejemplificar lo anterior tomaremos el clásico método de Bruno Munari  (2000,


p. 64), el cual se conforma de 12 pasos: 1. P=3D Problema; 2. DP=3D Definici&oacut= e;n del Problema; 3. EP=3D Elementos del Problema; 4. RD=3D Recopilación de datos; 5. AD=3D Anális= is de Datos; 6. C=3D Creatividad; = 7. MT=3D Materiales y tecnologí= ;as; 8. SP=3D Experimentación; 9. M=3D Modelos; 10. V=3D Verificación; 11. D=3D Dibujos y 12. S=3D Solució= n.

Figura 1. Propuesta estructural lineal del método de Bruno Munari (2000).<= /span>=

Fuente: elaboración propia.

Al tratar de aplicar este principio metodológico en el diseño de un anuncio publicitario, éste se organizaría secuencialmente, pues habrí= a que respetar y seguir el orden determinado. Ejemplificando dicho método, se toman algunas de las variables m&aacut= e;s relevantes que intervie- nen en el diseño publicitario, dej= ando de lado otras que, aunque menos relevantes a simple vista, intervienen e influyen también en= su fenomenología.<= /p>

Como resultado se delinea una propuesta la cual pudiera estructurarse de la siguiente manera: 1. C=3D Cliente; 2. BI=3D Briefing; 3. BF=3D Brief; 4. DP=3D Definir el Problema; 5. OP=3D Orga- nizar el Problema en sus Elementos Principales; = 6. RD=3D Recogida de Datos; 7. RL=3D Recursos y Limitantes T= écnicas; 8. A=3D Análisis; 9. PS=3D Propuesta de Soluci&oac= ute;n Creativa; 10. B=3D Bocetaje;

11.

PG=3D Propuestas Gráficas; 12. S=3D Solución.

Figura 2. Propuesta estructural lineal que seguiría el método para = el diseño de anuncios publicitarios.

Fuente: Elaboración propia.

<= span style=3D'mso-list:Ignore'>1. Cliente. El<= span style=3D'letter-spacing:-.4pt'> proceso inicia con el contacto entre solicitante (cliente) y diseñador o agencia de publicida= d, donde el primero busca dar solución a algún problema particular, a= través del servicio profesional= que le puede brindar el segundo.


 

<= span style=3D'mso-list:Ignore'>2.&nb= sp; Briefing. Nos permite, a través de una reunión informativa con= el cliente, entender la problemática q= ue enfrenta: el objetivo que éste busca alcanzar, el producto o servicio que se pretende promocionar, el mercado meta, la competencia o las perspectivas generales desde la óptica d= el solicitante, entro otras, obteniéndose de ello información que resulta importan- te para el delineado del brief.=

<= span style=3D'mso-list:Ignore'>3. Brief<= /i>. Es el documento elaborado por la agencia de publicidad o el creativo responsable, a part= ir de la información obtenido en el briefing y que hace posible encauzar y delinear el proyecto, fungiendo éste como guía del proceso en general.

<= span style=3D'mso-list:Ignore'>4. Definir el<= span style=3D'letter-spacing:-.15pt'> problema. Como resultado<= span style=3D'letter-spacing:-.15pt'> de lo anterior, el problema podrá ser definido con mayor precisión, siendo d= e esta manera menos difícil buscar mejores soluciones.

<= span style=3D'mso-list:Ignore'>5. Organizar el problema. Una vez definido el problema, éste es dividido y organizado en- tre sus elementos o partes principales para abordar cada una de dichas partes, coordinando luego las soluciones a las que se haya llegado en cada una de éstas.

<= span style=3D'mso-list:Ignore'>6.&nb= sp; Recogida de datos. Consiste en la recolección de toda la información necesaria, de acuerdo <= /span>a las características y particularidades del proyecto, lo que puede incluir desde inves- tigaciones documentales, de opinión y gráficas entre= otras.

<= span style=3D'mso-list:Ignore'>7. Recursos y limitantes técnicas. = Deben considerarse las variables que impactan en el pro- yecto,<= span style=3D'letter-spacing:-1.3pt'> buscando ajustarse a éstas, tales como el presupuesto con el que se cuenta, las posibi- lidades <= /span>tecnológicas disponibles, los materiales<= span style=3D'letter-spacing:-.15pt'> disponibles, los recursos u otro a considerar.

<= span style=3D'mso-list:Ignore'>8. Análisis. Una vez organizada la informaci&oa= cute;n obtenida en las etapas previas,= se lleva a cabo un análisis integral, a partir del cual es posible definir de manera precisa una estrategia de = solución.

<= span style=3D'mso-list:Ignore'>9. Propuesta de solución creativa. Consiste, tom= ando como base los análisis realizados, en delinear y estructurar la estrategia final a seguir mediante la cual se llegará a la solución; ello incluye los conceptos gráficos finales, a&uacu= te;n en la imaginación del creativo, a partir de los cuales se le dará<= span style=3D'letter-spacing:-1.1pt'> forma al diseño final.

<= span style=3D'mso-list:Ignore'>10. <= /span>Bocetaje. E= n esta etapa se plasman los conceptos o ideas alcanzados de forma gráfica. Viene a ser la primera etapa de la materialización de las ideas.

<= span style=3D'mso-list:Ignore'>11. <= /span>Propuestas gráficas. La elecci&oacut= e;n de las mejores ideas maduradas en el paso previo, son luego trazadas digi= talmente, transformándose así en dise&ntild= e;os formales, que luego, son pre- sentados al cliente.

12. Soluci&oacu= te;n. La elección del diseño final, dará forma a la solución.

Al hablar de un método aplicable al diseñ= o publicitario, Beltrán = (2010, pp. 97-109), en su obra Creatividad publicitaria, hace una propuesta interesante, conformada por 7 pasos:


 

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Imagen: Jossue Racines / Deyvi Seyva

=

 

1. Def= ina el producto o servicio; 2. Defina al mercado objetivo; 3. Analice al consumidor; 4. Analice la promesa básica; 5. Estudie los puntos adicionales de venta; 6. Elija las técnicas que va<= span style=3D'letter-spacing:-.9pt'> a aplicar; = 7. Defina sus objetivos publicitarios. A partir de lo anterior sería posible dise&ntil= de;ar el anuncio publicitario de= sde sus cinco elementos o partes principales, los cuales en concor- dancia con Beltrán (2010) podemos definirlos de la siguiente forma: encabezado o promesa, texto o argumento, marca gráfica, fotograf= ía o imagen y pie de anuncio.

3.1. Situación de los méto= dos de diseño lineales

Los métodos lineales<= span style=3D'letter-spacing:-.95pt'> han ido evidenciando limitaciones ca= da vez más claras, pues a me- dida que la realidad que nos envuelve se caracteriza por una ascendente complejidad, co= mo nunca la hubo anteriormente. Por ello, las necesidades para enfrentar dicha realidad, desde la óptica del diseño, = nos demandaría explorar nuevas y mejores herramientas. Sustentando lo anterior, podemos partir de la propuesta de Rodríguez Mendoza (2016, p. 260), quien expone la diferencia entr= e los enfoques metodológicos utilizados en el mundo natural y las huma- nidades. Los primeros part= en de la objetividad y racionalidad= a través de la experimentación controlada, mientras en las humanidades, el centro es la experiencia humana, destaca= ndo en ello la metáf= ora, la subjetividad y la imaginación. De esa manera, el diseño tendría un modo distint= o de aproximación al conocimiento, dado que su objeto de estudio, como señala, es sui generis y, consecuentemente, sus rutas de investigación y métodos de enseñanza tam- bién lo son. En ello encuentramos que los problemas desde las humanidades requieren segui= r posturas y métodos disímiles a los caracterizados por la rigidez e inflexibilidad, pues tanto el hombre como la sociedad son siempre cambiantes y difícil= es de anticipar, para lo cual la flexibilidad y la apertura, tanto= epistemológica como idealista, se presentan como necesarias en dicha exploración.

La sociedad, desde mediados del siglo XX, producto de la llegada de la tecnología, se ha ido transformando, radicalizándose de forma notable desde el arribo del internet, dando paso a la actual sociedad red, donde los nuevos paradigmas han impactado en prácticamen- te todos los intersticios de nuestras vidas, influyéndola not= ablemente; pues, se quiera o no, la sociedad está inm= ersa en esta marea tecnológica, sien= do envuelta por ella. Dichas trans- formaciones de la misma manera impactan al diseño, como argument= a Tresserras (2015, p. 6),= pues “actualmente la disciplina del diseño incorpora una mayor complejidad debido a la influencia de los avances científico-tecnológicos, los nuevos materiales, procesos y un mayor desarrollo de las tecnologías TICs”. Donde los avances tecnológicos, en especial Internet y la interactividad de los usuarios a través de los dispositivos digi= tales, particularmente el Smar- tphone,= implican que la publicidad lleg= ue a experimentar cambios abruptos, empujando a los andamiajes teóricos y herramientas a mutar de forma dramática, lo que incluye los métodos y pro= cesos de diseño; emergiendo como necesidad una conducta flexible para evita= r diluirse.


 

El diseño es fuertemente impactado por este escenario, dado su dinamismo= e interactivi- dad con los entornos digitales, donde los materiales han sido desplazados por la inmateria- lidad virtual, siendo la publicidad una de las áreas que ha vivido transformaciones evidentes. No obstante, Shroyer, Lovins, Turns, Cardella, & Atman (2018) encuentran que son escasas las investigaciones sobre cómo el diseñ= ador genera sus ideas, como una parte crítica del pro- ceso de diseñ= o (lo que incluye sus métodos), y cómo dichas ideas son implementadas por los diseñadores; donde, además, desta= can la generación de ideas como parte crítica del proceso d= e diseño en relaci&oacut= e;n con la calidad de la solución creativa.

La creatividad es, sin duda, parte crucial de los procesos de dise&ntild= e;o. Sin embargo, muchos diseñadores siguen asumiéndola como aquella que puede ser alcanzada sin la necesidad de una base teóri= ca y metodológica que la sustente; al mismo tiempo, suele asumírsele como la panacea, a pesar de que ello pueda generar problemas o complicaciones en su ejercicio como en la calidad y efectividad de sus productos gráficos ante las audie= ncias.

Otr= o punto a destacar es cómo, al abordar problemas de diseñ= o, los diseñadores general- mente recurren a los conocimientos de soluciones anteriores para el mismo problema o pro- blema= s similares (Neroni &= Crilly, 2019, p. 180), lo que en ocasiones puede hacer que limiten inadvertidamente su búsqueda de la solución, al restringir su creatividad a sus experiencias, sin buscar ir más allá, lo= cual delimita su imaginación; fenómeno definido por Jansson & Smi- th (1991) como “fijaci&oacut= e;n de diseño”. Lo anterior incluiría el replicar los procesos o métodos utilizados al diseñar, a través de una visión homogeneizadora de los problemas de diseño.

Lo analizado permite identificar un “hacer diseño”, sustenta= do en un andamiaje de perfil lineal. También admite dilucida= r que el diseño precisa ampliar= se como estudio y fenómeno, mirando más allá de lo que la tradición ha establecido.= Por ello su estudio, así como los mis- mos diseñadores, requieren adoptar una postura emprendedora de actualización y adapta- ción constante, dond= e uno de los factores determinantes, pero comúnmente poco enfatiza- = do, viene a ser el de los métodos de diseño= ; herramienta clave en la actividad de la creación gráfica.

En esta coyuntura, el enfoque de los sistemas complejos se presenta como posible alter- nativa, entendiéndose por sistema el conjunto de elementos y fenómenos que, relacionados entre s= í, y siguiendo un orden determinado, contribuyen a alcanzar cierto objetivo, y donde todos los elementos o partes que lo componen son necesario= s, pues de suprimirse alguno de éstos el sistema se alteraría poniéndose en riesgo toda su estructura, su carácte= r y su objetivo mismo.

Al respecto, Hernán= dez, Cooper, Tether, & Murphy (2018, pp. 249-264), abordan el papel del diseño en los procesos de innovación y sus contribuciones al proceso innovador, encon- trando que= se requiere mayor investigación en tres áreas: el diseño<= span style=3D'letter-spacing:-.5pt'> como proceso de pen-


 

samiento creativo-gene= rativo, el diseño como investigación y el diseño como diferenciador, proponiendo para ello un espectro más amplio que considere los paradigmas<= span style=3D'letter-spacing:-.65pt'> socioeconó- micos actuales, y no sólo los factores económicos u otros de referencia. De esta manera, hacen una crític= a sobre algunas limitaciones, tanto dentro del contexto de la investigación en diseño como en sus aspectos metodológicos; en ello encontramos que sus propuestas, en busca = de soluciones, igualmente se alinean a una perspectiva m&aac= ute;s amplia, apuntando a la complejidad e interdisciplinariedad como al= ternativa.

<= ![if !supportLists]>3.2.&= nbsp; Estudio del diseño publicit= ario y sus métodos a través de los Sistemas Complejos

Siguiendo la apreciaci&oa= cute;n de Morín (2004, p. 23), quien subraya que el pensamiento lineal, parcela, divide y reduce el conocimiento, conduciéndonos así a un juicio incompleto, el diseño gráfico publicitario demanda (dada la férrea competencia entre marcas y productos) la máxi- ma capacidad, creatividad y alcances que permitan llegar a las soluciones más ef= icientes. Es ahí donde la visión de los sistemas complejos emerge como ruta viable para la obtención de mejores soluciones.

La<= span style=3D'letter-spacing:-.2pt'> teoría de los sistemas complejos surge a partir de Bertalanffy (1986), quien a mediados del siglo XX, trabajando en el área de la biología, encontraría vacíos evidentes en su investi- gación, permitiéndole comprender que los fenómenos que estudiaba demandaban una ruta gnoseológica distinta, pues la linealidad le impedía abordarlos de forma integral conducién- dolo a conclusiones incompletas, y a callejones sin salida. Para ello, propondría= entenderlos y estudiarlos com= o un sistema integral, y no ya como partes separadas que luego se unen. Es decir, desde su integralidad, y a través de la dinámica de las interacciones entre las partes que lo conforman y no desde la secuencialidad, pues éstas manifiesta= n un comportamiento dis- tinto cuando se estudian aisladas a cuando se entienden como parte de un todo. Paradigma que lo llevaría a abrir dichos callejones sin salida (Bertalanffy, 1986, p. 15).

Los= enigmas, que resultaban ser cajas negras, indescifrables para la ciencia, como el tratar de entender y predecir el orden y comportamiento celular humano, por ejemplo el sistema in- munológico, no lograban ser entendidos a través de los métodos tradicionales. El= lo conducía a la misma pregunta en todos los casos: ¿qué mantiene dicho<= span style=3D'letter-spacing:-1.1pt'> equilibrio y coherencia a pesar de la intervención e influencia de múlti= ples factores? Gran parte de la respuesta recae en la adaptación, que según Holland (2004, p. 12) “da lugar al surgimiento de una clase de comple- jidad que obstaculiza considerablemente nuestros inte= ntos por resolver los problemas más importantes que enfrenta nuestra sociedad al día de hoy”. Por ello, desde este enfoque, resul- ta necesario compr= ender la adaptación y su complejidad, para así= lograr entender los diversos fenómenos y abordarl= os de manera más efectiva.

Desde el punto de vista de los Sistemas Complejos Ada= ptativos (SCA), se define a los sis- temas como aquellos compuestos por agentes con capacidad de interactuar dentro de reglas,=


 

adaptándose a ellas y a las demandas del entorno, a los cambios y alteraciones que éste vaya presentando (Holland, 2004, p. 25). En consecuencia, los SCA son muy diferentes de la mayoría de los sistemas que han sido estudiados por la ciencia, pues mantienen coherencia, incluso si están sometidos a cambios continuos, lo que logran mediante la adaptación, en- tendiéndose por ésta la capacidad<= span style=3D'letter-spacing:-1.15pt'> de reacomodo u orden interno del sistema y de las partes que lo componen, sin alterar el fin o meta para el cual existe.

Al visualizar al diseño publicitario desde el enfoque de los SCA, podemos concebirlo como un sistema que interactúa en un entorno mayor y que lo envuelve, y es el contexto sociocultural el que cambia constantemente a una gran velocidad, influido por una amplia cantidad de variables, entre las cuales podemos señalar la tecnología, la econom&iacut= e;a y la pro- ducción, que al actuar junto al marketing y otras realidades, impactan en el imaginario tran= s- formando la cultura social y llevando a la sociedad a experimentar cambios que trastocan constantemente variables como la autoimagen, la imagen social y del entorno, impactando esto en lo que se asume como realidad, propia e intransferible, en cada individuo.

En esta tesitura, Solas (2003, p. 2) recalca que la publicidad ha pasado de la estandari- zación del lenguaje a la de las relaciones y el pensamiento, creando un nuevo estatuto epis- temológico: todo es publicidad (comercial, por supuesto).<= span style=3D'letter-spacing:-1.0pt'> En otras palabras, la realidad de la publicidad demanda la creación de diseños centrados más en la psique del target, en sus emociones, en busca de mejores soluciones. La visió= ;n de Kao & Du (2020, p. 11), resultado de su investigación, coincide con lo anterior, al remarcar que en los consumidores la preferencia por un estilo de diseño de anuncio publicitario sin referencia y argumento débil es obviamen- te menor frente a un anuncio diseñado con una referencia y un argumento fuerte; é= ;ste será significativamente superio= r, puesto que un argumento con calidad e impacto fuerte satisface las demandas de los consumidores, produciendo confianza.

Por= lo tanto, una imagen de autorreferencia que desencadene el reconocimiento del con- sumidor y el atractivo publicitario con datos reales y un argumento s&oac= ute;lido, tiene el mejor efecto publicitario. Lo cual puede alcanzarse de mejor manera a través de un proceso amplio e integra= l frente a uno lineal. Como consecuencia, se considera a la necesidad de la adapta- ción como parte de los restrictivos medulares que han ido condicionado la efectividad del diseño en el contexto actual. La adopción de la perspectiva sistémica y de la conducta adap- tativa emergen como posibles vías prospectivas= , frente a las dificultades se= ñaladas.

La propuesta de Barsalou (2017, p. 103), al estudiar al Design Thinking, considerada un propuesta va= nguardista en el contexto del diseño actualmente, encuentra que su correcta comprensión requiere abordar y entrelazar diversas realidades poseedoras de una conducta compleja; en concreto, patrones complejos a través de dominios multimodales donde desta- ca la interrelación de la percepción, la cognición, la experiencia y la acción, las cuales actúan


 

juntas para producir una acción efectiva; de ello sugieren que el diseño d= epende, fundamen- talmente, de patrones multimodales. De esta manera, intentar definir el pensamiento de diseño apuntaría a conceptualizarlo como un objetivo en movimiento; realidad que plantea importantes = desafíos y que evidencia el rebase que los métodos tradicionales d= e diseño han sufrido frente a esta= realidad.

En este sentido, la adopción de los sistemas complejos, no sólo como una metodología sino como una forma de trabajo y, más aún, com= o sistema cultural del diseñador el cual par- ta de su mismo ser, guiando los diversos procesos cognitivos y creatividad, configurando lo= s planteamientos que den forma a las propuestas de solució= n, actuaría como un importante promotor de la innovación que facilite llegar a mejores soluciones.

Considerando que el diseño de anuncios es parte del proceso por medio del cual la publici- dad= busca influir y encausar pautas de pensamiento y de conducta para el consumo, así como e= l incremento de la producción (García = López, 2015, p. 185), se requiere de una planeación y elaboración muy precisa, lo cual ineludiblemente involucra una intervención muy ampli= a de factores, eventos, elementos, acciones y variables, entre otros, cuya integración y diálogo circular demandan una base metodológic= a capaz de gestionar todo ello, y en donde los SCA evidencian alcances<= span style=3D'letter-spacing:-.65pt'> necesarios. Es decir, los métodos a emplearse para el diseño de piezas publicitarias, dadas las características= del entorno actual, requerirían de una estructura más ampli= a que la lineal, con capacidad de interconexión e interacción con diversos agentes he- terogéneos, facilitando así una mejor comprensión de los problemas y soluciones efectivas.

El diseño publicita= rio de anuncios incluye, en su desarrollo, variables como= las ya explica- das en las gráficas 1 y 2. Desde los SCA es posible identificar vacíos, pues a partir de dicha pers- pectiva se podrían integrar diversos actores que intervienen en su dinámica, los cuales no son estáticos, sino<= span style=3D'letter-spacing:-1.25pt'> más bien cambiant= es, según el ritmo y las necesidades que dicte el entorno.

4. Estructura del método para el diseño publicitario, propuesta desde los SCA

En<= span style=3D'letter-spacing:-.35pt'> la búsqueda de configurar una posible propuesta estructural del= método para el diseño de anuncios publicitarios desde los SCA, el número de actores o agentes que la conforman no pueden contem= plarse como infinita, pues debe incluir sólo a aquellos que son necesarios para el funcionamiento del sistema (Holland, 2004, p. 25). En ese sentido, y puntualizando que las estructuras sist&= eacute;micas no son rígidas ni absolutas, la propuesta que se modela y se organiza bajo dos órdenes de agentes, solo con fines indicativos, dado que, según Holland (2004, p.= 121) en los SCA los agentes no son la parte más importante de los sistemas, sino sus interacciones.

En la Figura 3 se presenta la conformaci= ón circular que definir&i= acute;a la estructura del método propuesto, rompiendo así con un esquema secuencial rígido. Circularidad que permitiría,  en


 

cambio, que en cualquier momento el flujo desde cualquier agente pudiera intervenir en el proceso, = enriqueciéndolo.

En un primer orden, alrededor de la solución o fin del sistema, se muestran los agentes que englobarían los principios que componen la estructura básica, presente en la Figura 2. En un segundo orden se organizan una serie de agentes heterogéneos, cuyo estudio y parti- cipación activa robustece el proce= so de forma exponencial, enriqueciéndolo y vigorizándolo a través de los flujos de información dada entre estos, facilitando al diseñador o creativo llegar a una mejor comprensión del problema, contar con mayores recursos, llevar a cabo un análisis de mayor amplitud y profundidad, potenciar la creatividad y, en consecuencia, definir una propuesta integra= l más precisa que, en última instancia, promueva el acceso a soluciones gráficas más= competentes.

Figura = 3. Propuesta estructural del método de diseño= de anuncios publicitarios desde los SCA. Fuente: elaboración propia.

Estructurar un métod= o de diseño de esta forma nos permitiría, por lo tanto, alcanzar una mayor firmeza gracias a la intervención = de muchos actores diversos. Amalgama que, al inte- ractuar circularmente, ro= bustecería de forma constante el sistema, distinto a lo que ocurre a través de la unidireccional causal; impactand= o así positivamente en<= span style=3D'letter-spacing:-.3pt'> la labor del diseñador, en sus productos y en mejores soluciones.

5.= Conclusiones

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El paradigma teórico<= span style=3D'letter-spacing:-.9pt'> que ha regido buena parte de los métodos de diseño empleados en sus distintas áreas, así como= aquellos utilizados en el diseño publicitario, continúan mante- niendo una estructura basa= da en la rigidez secuencial causal, la cual ha dado resultado no sólo en el diseño, sino tambi&eacu= te;n en muchas otras áreas del conocimiento a lo largo del tiempo.


 

Sin emb= argo, el contexto de la actual “sociedad red”, diferenciado por<= span style=3D'letter-spacing:-.9pt'> la intensa influencia económica y tecnológica que estimula cambios abruptos y constantes, tanto en el contexto material como en el social y cultural, nos estimula a perseguir una dinámica de adaptación constante, de la cual tanto el diseño como sus métodos no están= exentos.

En la búsqueda de nuevas alternativas, se toma la propuesta de los SCA como posible ruta, a través= del cual resulta factible entender y estudiar los fenómenos de forma integral, permitiendo una comprensión m&aa= cute;s amplia y clara de los problemas, conduciendo a= solucio- nes más prec= isas o efectivas; superando con ello, en definitiva, las limitaciones de la lineali- dad que corresponde= n a un conocimiento parcelado e incompleto que ya no tiene lugar en el siglo XXI.

El<= span style=3D'letter-spacing:-.45pt'> diseño publicitario re= quiere, dada su basta complejidad, interrelaci= onarse con múltiples aspectos que van desde los económicos y comerciales, los sociales y culturales, pasando por los tecnológi= cos, hasta los que tienen que ver con la memoria, la persuasión, las conductas, los sentimientos y las emociones. Estas últi= mas, por cierto, son responsables de estimular a los usuarios como la elección y adquisición de ciertas marcas, productos o servicios. Una tarea vasta, cuya integración parece más accesible desde los SCA.

El<= span style=3D'letter-spacing:-.35pt'> aporte a la que se pretende llegar en esta investigación es considerado sólo una primera aproximación, que requiere ser ampliada a partir de la intervención de otros investigadores, de cara a desarrollar las propuestas que impactan en el universo del diseño, que evidencia una base epistémica, metodológica y práctica aún en maduración.


 

6. = Referencias= Bibliográficas

Barsalou, L. (2017). Define Design Thinking= . She Ji. The Journal of Design, Economic= s, and Innovation,

(3) 2, 102-105.

Bassat, L. (2017). El libro rojo de la publi= cidad (Ideas que mueven montañas). Barcelona: Debols!llo. Beltrá= n, R. (2010). Creatividad Publicitaria<= /i>. México: Porrúa.

Bertalanffy, L. (1986). Teoría general de = los sistemas. México: Fondo de cultura económica. Castells, M. (2009). Comunicación y poder<= /i>. Madrid: Alianza Editorial.

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Neroni, M. & Crilly, N. (2019). Whose ideas are most fixating, your own or other people's? The effect of idea agency on subsequen= t design behavior. Design Studies, 60, 180-212.

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Yee, J. &= ; Bremner, C. (2011). Methodological bricolage: What does it tell us about design? En Doctoral Design Education Conference. Llevado a cabo en el Hong Kong Polytechnic, Hong Kong.<= /o:p>


 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Imagen: Marlon Sierra

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