Neuroinsights como estrategias de innovación en el desarrollo gráfico e identidad de marca emprendedores.

Abstract

The aim of this technical research was to generate strategies based on neuroinsights for handicraft entrepreneurs of "Casa de la Cultura, Núcleo de Chimborazo", to improve the interaction between their users and their brands. For this purpose, neuroinsights principles were implemented in the design, structuring an appropriate visual identity for each brand in its formal presentation to the audience. The methodology used was Bruce Archer's systematic, consisting of three phases. In the analytical phase we collected information on the social media activities of the brands, and through surveys directed to the craftspeople participating in the ESPOCH linkage project (2023), we collected data that helped in the development of the research. In the creative phase, analysis sheets were prepared on the identity elements of each brand, which allowed the creation of sketches that sought to improve the weaknesses of the brands using neuroinsights. Finally, in the executive phase, the graphic pieces were created and validated with the help of experts and the target audience. In addition, an analysis was carried out with eye tracking, a neuroscience tool, to validate the proposals. As a result, effective strategies were created based on neuroinsights, confirming their effectiveness with the audience. In conclusion, these strategies facilitate the connection between entrepreneurs and users, and it is important that craftsmen apply the distinctive elements of each brand. It is recommended to socialize the strategies to ensure their effective implementation.