Emotional Design as a Means to Encourage Social Responsibility Among Ecuadorian Chocolate Producers

Abstract

This article presents the design process for a visual strategy that has the goal of promoting emotional design that has a humanistic vision and serves as a socially responsible activity, taking the chocolate products and producers of Ecuador as a case study. The conceptual framework analyzes the history of emotional design, strategies for promoting corporate social responsibility and the experiences of large and small chocolate producers. The methodology takes a hermeneutic approach to qualitative research, one centered on the description and analysis of knowledge and feelings through interviews with people knowledgeable on the subject and the use of cards with visual stimuli. This motivated students to express their emotions as observable phenomena that support the goals of sustainable development with humanistic criteria, which were then transferred to different brands that people will select in the marketing process. The results show the importance of the impact of positive and negative emotions as a response to social commitment, thus determining the need to raise awareness and empower small and medium-sized cacao enterprises as producers of healthy foods in connection with their sustainable practices, corporate responsibility and humanistic focus.