In the context of advertising design, an investigation of the stopper effect of social media applications: Instagram example

The increasing significance of advertisements on social media platforms and digital marketing underscores the importance of the design and content characteristics of the visuals presented on these platforms. This study aims to investigate how the design features of images used on social media platforms influence the stopping and clicking (stopper) actions of target audiences. A simulation test of social media: Instagram was conducted with 460 participants to measure the stopping power of Instagram ad images with different colors and design densities concerning each participant. The findings revealed that variations in color and design density significantly affected the stopping power rate. This study offers valuable insights to communication professionals, designers, academic circles researching digital marketing, and advertisers in developing effective advertising strategies on social media platforms.