Document Type
Honors Project
First Advisor
Michele Clark
Second Advisor
Melanie Laliker
Third Advisor
Ron Alabanza
Degree Award Date
Spring 2026
Keywords
Visual complexity, advertising, communications, ad design, social media advertising, Instagram reels
Disciplines
Advertising and Promotion Management
Abstract
This study investigates whether simple or complex design is more effective in portraying in short form video advertisements on social media. The purpose of this research is to inform organizations how to more effectively and efficiently create social media advertisements to best communicate their brand and products. An experimental design was used to test short video advertisements for a fictional brand. The ads differed by Feature Complexity, i.e. the basic visual features, such as color, luminance, or edges; and Design Complexity, i.e. the more elaborate shapes, objects, and patterns (Pieters et al., 2010). High feature complexity was more effective in demonstrating the stylishness and timelessness of a product. High design complexity was more effective in persuading an audience to find the product interesting, recommend it to others, and think it was made for people like them. Overall, low feature and high design complexity were most effective in conveying environmental friendliness. The findings of this study were inconclusive as to whether, in general, high or low design and feature complexity result in a more effective social media advertisement. Further research on this topic is important because businesses are growing more reliant on social media advertising, particularly in short-form content.
Recommended Citation
Green, C. (2026) The Ultimate Advertisement: Comparing the effectiveness of simple and complex designs in Instagram reels. Senior Honors Projects, Bridgewater College.
Recommended Citation
Green, C. (2026) The Ultimate Advertisement: Comparing the effectiveness of simple and complex designs in Instagram reels. Senior Honors Projects, Bridgewater College.
Force Open Access
1
High Feature x High Design
Ad 2_ Low Feature x High Design.mp4 (34082 kB)
Low Feature x High Design
Ad 3_ High Feature Low Design.mp4 (57723 kB)
High Feature Low Design
Ad 4_ Low Feature Low Design.mp4 (9615 kB)
Low Feature Low Design