How Color Affects the Effectiveness of Taste- versus Health-Focused Restaurant Advertising Messages

Despite the ubiquitous use of taste-focused and health-focused advertising messages, the existing advertising literature offers little guidance on how the persuasiveness of such messages might be enhanced through design elements such as color. To address this gap, the current research examines the new congruency of a visual design element (i.e., color) and a verbal design element (i.e., message type) and explores how color may facilitate the...