Diseño y comunicación visual: Perspectivas para su abordaje desde la imagen corporativa

This article develops a theoretical-conceptual reflection on the relevance of visual communication and corporate communication in the construction of the image of an institution or brand. Methodological approaches of descriptive scope and qualitative approach were taken. Through bibliographic review, source collection analysis and processing, contributions were generated to understand how from Semiotics, Psychology and Corporate Communication, elements that influence the perceptions of stakeholders and, therefore condition their behavior, can be established. Finally, the importance of the comprehensive recognition of the institution environment and its raison d'être as the basis are highlighted, so that from design and visual communication can be projected using various products and attributes in favor of the interest groups.