Research generally shows that the HWM should be as vivid as possible, (Keller and Block, 1997), which includes large size and brilliant colours, si nce vivid information tends to have higher levels of information processing associated with it, (Keller and Block, 1997, Shapiro, MacInnis and Heckler, 1997; Vakratsas and Ambler, 1999)30. ###>This includes how bright, noticeable and eye-catching the message is.