A Guide to Graphic Design For Functional versus Experiential Ads

Yuanyuan Zhu, Tina Tessitore, Paul Harrigan and Kristof Coussement ()
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Yuanyuan Zhu: UWA - The University of Western Australia
Tina Tessitore: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique
Paul Harrigan: UWA - The University of Western Australia
Kristof Coussement: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: Previous research has focused on the content differences of functional versus experiential advertisements. The current research instead investigates graphic-design differences. The authors first conducted an observational study to observe graphic-design differences in real-life functional and experiential advertisements. Afterwards, they experimentally investigated how the effectiveness of functional and experiential advertisements might be enhanced through two key graphic-design elements: color (in terms of evoked emotions: pleasure, arousal, dominance) and design complexity. The authors' findings provide guidance to advertising designers for matching content graphics with design elements.

Date: 2023-03-10
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Published in Journal of Advertising Research, 2023, 63 (1), pp.81-104. ⟨10.2501/JAR-2023-002⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04130849

DOI: 10.2501/JAR-2023-002

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