功能性与体验性广告平面设计指南

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2023-01-20 DOI:10.2501/JAR-2023-002

Yuanyuan Zhu, Tina Tessitore, P. Harrigan, K. Coussement

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引用次数: 0

摘要

以往的研究主要集中在功能性广告和体验性广告的内容差异上。目前的研究调查的是图形设计的差异。作者首先进行了一项观察性研究，观察现实生活中功能性和体验性广告的图形设计差异。之后，他们通过实验研究了如何通过两个关键的平面设计元素来提高功能性和体验性广告的有效性:颜色(就唤起的情感而言:愉悦、兴奋、支配)和设计复杂性。作者的发现为广告设计师提供了将内容图形与设计元素相匹配的指导。

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A Guide to Graphic Design For Functional versus Experiential Ads

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.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.