The Effectiveness of Different Levels of Visual Vividness in Delivering Information to Mobile Phone Users

Engineering, education, entertainment and advertising are some of the fields that can potentially benefit from the use of mobile devices, especially in terms of presenting and delivering information. The effectiveness in delivering information through different levels of visual vividness, helped by advancement in mobile technology has not been fully understood. This paper presents an experiment that was conducted to determine the effectiveness of different levels of visual vividness in delivering information to mobile users. Using mobile advertising content, a total of 288 responses were collected through an experiment. The results of this study suggest that the level of visual vividness exerts a strong influence on the perceived informativeness and the effectiveness of information recall.