A guide to graphic design for functional versus experiential ads: Color-evoked emotion and design complexity can enhance effectiveness

Previous research has focused on the content differences of functional versus experiential advertisements.
Zhu et al

Keywords

Functional advertisement; experiential advertisement; PAD emotion; design complexity; affect infusion; processing fluency

Management Slant

  • In current best practice, functional advertisements tend to feature more pleasant, less arousing, and less dominant colors. Experiential advertisements tend to be more complex in their design.
  • To increase the effectiveness of functional advertisements, designers should use more pleasant, less arousing colors, as well as simple designs, but they are free in their choice of color dominance.
  • To increase the effectiveness of experiential advertisements, designers should use more pleasant colors and more complex designs, even as they are free...

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