Packaging interactivo como herramienta para destacar el valor diferencial de los productos del emprendimiento urban artwork

This research paper addresses the lack of differential value in the current packaging for the Urban Artwork venture, which is dedicated to the creation and marketing of personalized decorative paintings. It was identified that the existing packaging serves only a protective function, without reflecting the brand's identity or providing a meaningful experience for the consumer. The importance of this study lies in the need to incorporate interactive packaging as a strategic communication and positioning tool that can strengthen the relationship between the brand and the customer in the e-commerce environment. The main objective was to design interactive packaging that highlights the differential value of Urban Artwork's products, integrating sustainability, functionality, and visual communication. To this end, the GO (Stage-Gate) methodology was applied. structured in three phases: design, development, and industrialization. The process involved observation sheets, surveys, and interviews with the venture's owner and customers to diagnose the current state of the packaging and guide the proposal. The main result was the development of an interactive packaging proposal made from recyclable materials, structurally reinforced, and corplemented by a QR code linking to exclusive digital content, thereby strengthening the visual identity and user experience. The project demonstrates that packaging design, when conceived from a strategie and communicative perspective, can become a key element in brand positioning and competitive differentiation

• Autor principal: Aguirre Gavilanes Anthony David, Anthony David (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2026
• Matèries: PACKAGING INTERACTIVO; DISEÑO SOSTENIBLE; IDENTIDAD DE MARCA; E-COMMERCE
• Accés en línia: http://dspace.unach.edu.ec/handle/51000/16481