Analysis of graphic design as a tool for political persuasion in Colombia

Abstract

This article presents an in-depth analysis of graphic design as a tool for political persuasion within the Colombian context, specifically focusing on the city of Cúcuta. The main objective was to examine how the components of visual language—such as color, typography, photography, composition, and symbols—influence the electorate's perception and electoral mobilization. The research is theoretically grounded in the Elaboration Likelihood Model (ELM) developed, which establishes that political imagery often operates through peripheral, emotional, and ideological routes rather than just rational ones. The study also semiotics, which suggests the image is a structured message communicating both denotation and connotation, view of design as a social process aimed at influencing attitudes and behaviors. Adopting a qualitative approach with a descriptive-interpretative design, the study analyzed graphic pieces and videos, triangulating the findings with citizen interviews. The results confirm that graphic design acts as a symbolic and emotional language that significantly affects voter trust, recall, and interest, validating its role as a key persuasive device. However, the research also highlights a significant gap between theoretical recommendations and practical application in Colombia, as participants frequently perceived local campaigns as repetitive, lacking innovation, or excessively emotive and potentially manipulative. The conclusion emphasizes that graphic design is a strategic instrument with social power, requiring greater professional responsibility, innovation, and ethical awareness in contemporary political communication.