Rojo y azul en la política colombiana XX y XXI: Evolución del uso del color en campañas impresas y su impacto desde el diseño gráfico

Abstract

This research analyzes the evolution of the use of the colors red and blue in printed political campaigns in Colombia between the twentieth and twenty-first centuries from a graphic design perspective. Historically associated with the Liberal and Conservative parties, these colors have gone beyond a decorative function to become visual codes of identity, ideological communication, and political persuasion. However, most existing works address the phenomenon from historical or political approaches, leaving aside its visual and communicative dimension. The objective of this research is to understand how color functions as a semiotic sign capable of constructing collective imaginaries and mediating between ideology and citizens’ perception. The research adopts a qualitative, historical-comparative and descriptive approach based on documentary review and visual analysis of four representative campaigns (two from the twentieth century and two from the twenty-first century). Posters and printed graphic material are examined considering composition, chromatic symbolism and sociopolitical context. The research aims to demonstrate that red and blue have shifted from partisan identifiers to strategic resources of contemporary political discourse, evidencing the active role of graphic design in the construction of social, cultural and visual memory in Colombia.