@article {Zhu81, author = {Yuanyuan Zhu and Tina Tessitore and Paul Harrigan and Kristof Coussement}, title = {A Guide to Graphic Design For Functional versus Experiential Ads}, volume = {63}, number = {1}, pages = {81--104}, year = {2023}, doi = {10.2501/JAR-2023-002}, publisher = {Journal of Advertising Research}, 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 graphicdesign 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{\textquoteright} findings provide guidance to advertising designers for matching content graphics with design elements.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/63/1/81}, eprint = {https://www.journalofadvertisingresearch.com/content/63/1/81.full.pdf}, journal = {Journal of Advertising Research} }