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

Yuanyuan Zhu, Tina Tessitore, Paul Harrigan, and Kristof Coussement

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...

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