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 Mar 01
TA  - Journal of Advertising Research
PG  - 81--104
VI  - 63
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/63/1/81.short
4100  - http://www.journalofadvertisingresearch.com/content/63/1/81.full
SO  - J Advert Res2023 Mar 01; 63
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 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’ findings provide guidance to advertising designers for matching content graphics with design elements.