Diseño de lettering publicitario para los oficios tradicionales del sector artesanal en la ciudad de Riobamba.

Abstract

The objective of this technical project was to design advertising lettering for the traditional trades of the artisan sector of Riobamba city through graphic pieces, according to the classification of materials used to make the different traditional trends and the respective advertising analysis, The methodology was qualitatively letting to collect and analyze information about common trends and their advertising through descriptive investigation and the analysis of the problem, the qualitative characteristics of the study and its variables were identified. The inductive and deductive method was applied for bibliographic documentation, the definition of traditional trades, and the classification of materials for greater identification, systematization, and organization of ideas, while in the advertising analysis, the interview technique was carried out to collect information about the tools that artisans have to develop advertising empirically. The interviews were carried out with the artisans who belong to each classification, the same one that helped to corroborate the information previously collected. In the creative process to design the advertising lettering. Mary Kate McDevitt Method was used, which starts from research. conceptualization, and sketches until digitization and its respective final presentation; it means the construction of the advertising message, definition of shapes, letter styles, color ranges and details that complement and harmonize the graphic pieces, As a result, leaving conventional advertising helps to explore the designer's creativity and emphasize elements with little relevance. Therefore it is concluded that advertising trends and their application are effective communication tools, and future designers are recommended to work on them to strengthen the commercial sociors.