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Imagen: Naomi Martínez
=
<=
/p>
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
<=
/p>
=
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. =
p>
redeshmo@gmail.com =
i> 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.
<=
/p>
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.=
span>
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-
<=
/p>
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 =
span>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 =
span>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
sí 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=
b>=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. =
span> 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. =
span> 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. =
span> 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. =
span> 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. =
span> 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. =
span> 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. =
span> 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:
=
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 =
h1>
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 =
span>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, =
span>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
=
=
=
=
=
=
=
=
=
=
=
=
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.
=
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Imagen: Marlon Sierra
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