PT - JOURNAL ARTICLE AU - Yuanyuan Zhu AU - Tina Tessitore AU - Paul Harrigan AU - Kristof Coussement TI - A Guide to Graphic Design For Functional versus Experiential Ads AID - 10.2501/JAR-2023-002 DP - 2023 Jan 20 TA - Journal of Advertising Research PG - 2023-002 4099 - http://www.journalofadvertisingresearch.com/content/early/2023/01/17/JAR-2023-002.short 4100 - http://www.journalofadvertisingresearch.com/content/early/2023/01/17/JAR-2023-002.full AB - 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.