Estrategia gráfica de comunicación para el posicionamiento de un gel cosmecéutico antiacné, en adolescentes de la ciudad de Riobamba.

Abstract

The Currente research work proposed a graphic trategy of communication that allows positioning an anti-acne cosmeceutical gel based upon caléndula flowers and propolis for a market segment of teenagers from Riobamba city. The proposal arose from the lack of knowledge of the citizenship regarded to this product, the stretegy involves the identity design as well as a communication graphic system. Th identity was about the development of: phonotype, isologo and packaging, for this, it was considered:Features and targeted customer´s needs and information regarded to the product. The proposal´s starting point was the collection of information perfomed by bibliographic and field research by means of applying surveys to a significant simple of the target population and an interview to the creator of the product. Once the information was collected, the design stage started base on the “Design Methodology” from the designer Bruno Munari, since it mostly sticks to the project´s features and nature.For the packaging design, some criteria from the methodology proposed by Ma. Dolores Vidal were taken into account. The communication graphic system includes: Facebook, Instagram and WhatsApp. Such graphic pieces manage syntactically the Brand codes, and semantically the criterion of the knowledge of the product and its benefits, as well as the element of surprise, for istance, messages as “Get cleaner and acne-free skin” and “Vanish acne spots and leave your face cleaner”. Once designed the pieces, they were validated through a focus group set up by: target public, the creator of the product and design professionals. Such validation allowed corrections to the designs and its further acceptance. It is recommneded the use of a manager of digital communities.