La influencia del diseño gráfico en la creación de personajes animados publicitarios.

LEYTON URIEL RODRIGUEZ ORE; Jose Luis Miranda Matos; Miguel Angel Cornetero Tramontana

Authors

Leyton Uriel University of Sciences and Arts of Latin America https://orcid.org/0009-0009-1224-4305
Jose Luis University of Sciences and Arts of Latin America https://orcid.org/0009-0000-7838-8074
Miguel Angel Cornetero Tramontana University of Sciences and Arts of Latin America https://orcid.org/0009-0006-0106-7823

Keywords:

Human-centered design, humanistic approach, design evolution, applied research.

Abstract

This research explores the influence of graphic design in the creation of animated advertising characters, focusing on its impact on the recognition and success of any brand. It addresses how design is not limited only to aesthetic aspects, but is essential to establish an emotional connection with the target audience. This connection allows us to strengthen the brand's identity, facilitating its positioning in an increasingly competitive market. Advertising characters will become a valuable resource as they are capable of communicating values and emotions, elements that directly contribute to consumer loyalty.
We analyze the essential characteristics of advertising characters, such as simplicity and personality, which are key factors in capturing attention and generating empathy. Iconic characters such as Mickey Mouse are taken as a reference, whose graphic design has managed to connect with the audience over several generations. This success is attributed to the strategic use of rounded shapes, bright colors and friendly expressions, which not only attract children, but also generate nostalgia in adult audiences. Furthermore, it examines how the evolution and adaptation of these characters to new technologies and trends allow them to maintain their validity on different platforms and advertising media.
On the other hand, the importance of visual elements in character design is emphasized, such as shapes, colors, textures and facial expressions, which contribute to transmitting the essence and values of the brand. These elements reinforce the visual identity and generate a deeper connection with the public. However, an inadequate design can significantly reduce the effectiveness of a character, limiting its ability to attract and retain audiences. In this way, it is evident that graphic design is not only an aesthetic tool, but also a strategic one, whose impact transcends the advertising field to consolidate brands in a dynamic and demanding environment.