The Stroop Effect as a Visual Game using Unity Technology via Evocative Power of Words and Images in Marketing Petropoulos 2 , N., *Halkiopoulos 2 , C., Gkintoni 2 , E., Koumparelis 1 , A., Antonopoulou 2 , H. 1 Dept. of Digital Media and Communication, Ionian University, Greece 2 Entrepreneurship & Digital Innovation Laboratory, University of Patras, Greece *Corresponding author: E-mail: halkion@upatras.gr Abstract The Stroop test is a neuropsychological test that is internationally considered as reliable and sensitive for the control of frontal activity and executive function. In this research work, the Stroop test was carried out by using the Unity machine in a virtual test with exactly the same application methodology and measurement of the results. The new visual “ustroop” test was administered to a sufficient number of individuals in order to weigh the score relative to the initial test. Subsequently, additional games scenario in the form of a play script were added using well-known large company logos to observe the player's reaction to color, brand name and words. Then the collected data are analyzed and transformed to assume suitable form for the execution of the respective machine-learning algorithms, provided by the software package Weka, in order to evaluate the brand name and its relation to the color in the context of Marketing. In conclusion, visual gaming can be promoted and evaluated by neuropsychological assessment tools and the findings of the present project can be possibly further expanded. Keywords: Stroop, Digital Marketing, Unity, Data Analysis, Brand Marketing, Color Psychology