Diseño como experiencia visual: Conceptualización de la sensorialidad olfativa en la construcción de key visuals

Abstract

This report presents the professional internship process and the experience gained at the company*, a leading global innovation company in the health, nutrition, and beauty sectors. In the Perfumery & Beauty Marketing area, the focus was on graphic design, specifically on transforming the key visuals of its clients' brands into a strategic axis for creating sensory and emotional experiences. Through observation and professional practice, it became evident that the construction of key visuals within the company is not limited to visual design but expands into an immersive experience, where aesthetics, language, and visual coherence communicate the values ​​of sustainability, innovation, and well-being. As Ci (2024) points out, "graphic design is much more than a form of visual art; it is a powerful communication tool," demonstrating how visual design, in corporate contexts, acts as a narrative vehicle for conveying cultural meanings. From the research perspective, the focus is on reflecting on how conceptual processes within the company articulate the visual with the sensory, generating memorable and consistent brand experiences. In this sense, "a key visual is the central visual element that represents the essence of a brand, product, service, or event" (Guild of Marketing, 2024, p. n.p.), making its coherent development essential for building purposeful visual concepts. This report presents the methodological development of the experience, the lessons learned from the creative process, and the relationship between visual concepts and brand perception in global and regional corporate contexts.