Color-Evoked Emotion and Design Complexity Can Enhance Effectiveness
Type de document :
Compte-rendu et recension critique d'ouvrage
DOI :
Titre :
A Guide to Graphic Design For Functional versus Experiential Ads
Color-Evoked Emotion and Design Complexity Can Enhance Effectiveness
Color-Evoked Emotion and Design Complexity Can Enhance Effectiveness
Auteur(s) :
Zhu, Yuanyuan [Auteur]
The University of Western Australia [UWA]
Tessitore, Tina [Auteur]
Lille économie management - UMR 9221 [LEM]
Harrigan, Paul [Auteur]
The University of Western Australia [UWA]
Coussement, Kristof [Auteur]
Lille économie management - UMR 9221 [LEM]
The University of Western Australia [UWA]
Tessitore, Tina [Auteur]
Lille économie management - UMR 9221 [LEM]
Harrigan, Paul [Auteur]
The University of Western Australia [UWA]
Coussement, Kristof [Auteur]
Lille économie management - UMR 9221 [LEM]
Titre de la revue :
Journal of Advertising Research
Pagination :
81-104
Éditeur :
World Advertising Research Center
Date de publication :
2023-03-10
ISSN :
0021-8499
Discipline(s) HAL :
Sciences de l'Homme et Société/Gestion et management
Résumé en anglais : [en]
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 ...
Lire la suite >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.Lire moins >
Lire la suite >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.Lire moins >
Langue :
Anglais
Vulgarisation :
Non
Collections :
Source :