The effects of visual factors on advertising effectiveness

• Main Authors: Wong, Kah Ling, Lim, Lena Shang Fei, Loh, Irvis Zhun Hou
• Other Authors: Xu Hong
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/60339
• Institution: Nanyang Technological University

Advertising, meant to persuade and influence consumers, is largely done through visual mediums, and increasingly employs visual devices. Therefore, it is of interest to us how visual mechanisms influence the effectiveness of advertisements. While studies have shown that there are a range of visual factors involved, few studies have brought these different factors together. To this end, we examined four important visual elements in print advertisement -- size, colour, type and layout, and how these factors affect consumer decision making. To lay the basis for our review, we first considered the consumer’s decision making process, as well as the various cognitive components - attention, perception, memory and attitude - that may be involved in this process. We then examine each visual factor in light of these cognitive components.