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EMAC 2019 Annual Conference

Tipping Points of Content and Design Interaction: A Conceptual Framework to Understand Sales Through Content and Design

Published: May 28, 2019


Lea Püchel, University of Cologne; Christian-Mathias Wellbrock, University of Cologne


Marketing-Communication; Sales; Design


Content Design is advocated as one of the key factors influencing consumers’ attitude and buying behaviour. However, its real effects on sales performance remain largely unknown. This study is one of the first empirical studies to evaluate content design quantitatively and inclusively using textual and pictoral information alike. We employ content analysis as well as OLS regression and analyse real-life transaction data from the German publishing industry to investigate which aspects of content design can increase sales. The findings point to a model that allows uniting the concepts of management and editorial design literature. The findings further indicate that in media consumption, especially the colours purple and blue, text-image congruence, wording that leads to ease of cognitive processing and promotional activities are pivotal in sales. Implications for marketing theory and design are discussed.