Mobile advertising has become a vital channel for engaging consumers, where effectiveness is measured by interaction, particularly click-through rates (CTR). Visual elements such as color and design play a critical role in shaping first impressions, evoking emotions, and influencing decision-making. This study examines how color schemes and layout styles impact consumer engagement, based on survey responses from 228 participants across 27 countries. Results indicate that warm colors attract attention and enhance emotional engagement, while cool colors convey professionalism and slightly increase click likelihood. Both approaches effectively communicated the intended message, demonstrating that design influences engagement to ensures maximum impact. The findings highlight that design in mobile advertising is strategic, not decorative. By combining aesthetic appeal with functional clarity, marketers can create ads that capture attention, build trust, and foster engagement. These insights provide practical guidance for developing mobile campaigns that resonate across diverse cultural contexts, enhancing both consumer experience and advertising performance.
A.C et al. (Thu,) studied this question.
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