Examining The Stimulus Characteristics of Effective Marketing Communications

Abstract

This study, utilizing an experimental design, assessed the effects of color, size, and shape on printed marketing communication materials. Attitudinal, cognitive, and physiological measures were utilized in examining the effects of the three factors. Color was found to be the most important factor in influencing attention, attraction, and retention. Some support was also found for the use of larger print materials. Finally, several marketing implications of the study are considered.