RT Journal Article
SR Electronic
T1 A Guide to Graphic Design For Functional versus Experiential Ads
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 2023-002
DO 10.2501/JAR-2023-002
A1 Yuanyuan Zhu
A1 Tina Tessitore
A1 Paul Harrigan
A1 Kristof Coussement
YR 2023
UL http://www.journalofadvertisingresearch.com/content/early/2023/01/18/JAR-2023-002.abstract
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.