Advertising Design's Influence on Consumer Behavior

Literature Review

The effectiveness of advertising design is supported by various theories. Visual communication theory indicates that clear and attractive design elements can effectively enhance the efficiency of information transmission (Muehling & Sprott, 2004). Color psychology shows that different colors can evoke different emotional responses in consumers, for example, red can stimulate purchase desire, while blue can make consumers feel trustworthy (Sicilia et al., 2006). Moreover, creative strategies are crucial in attracting the target audience, and creative advertisements can improve consumers' attention and memory. Numerous studies have confirmed that good design style and color matching not only enhance brand image but also significantly promote consumers' purchase intention (Ruiz & Sicilia, 2004