@inproceedings{4337cdfea68f4f06965705c2763a26ec,
title = "The advertising effects of typotecture: Associated learning factors and emotions",
abstract = "Typography undoubtedly plays a critical part in print advertisings. While most of the typographies we encountered in advertisings are two-dimensional, typotectures are types that hybridise architecture and typography together. A remarkable feature of typotecture is that its semantic language directly combines with the semiotics of the visual sign. This paper aims at discussing the possible benefits of using typotecture on print advertisings. In order to do so, six representational typotecture advertisings will be used to conduct studies and to find out what perceived experiences and emotions can audience perceive in the typotectural designs.",
keywords = "Advertising, Associated learning factors, Emotion design, Typotectural advertising, Typotecture",
author = "Mak, {Man Yee} and Ho, {Amic G.}",
note = "Publisher Copyright: {\textcopyright} Springer Nature Switzerland AG 2020.; AHFE International Conference on Human Factors in Communication of Design, 2019 ; Conference date: 24-07-2019 Through 28-07-2019",
year = "2020",
doi = "10.1007/978-3-030-20500-3_19",
language = "English",
isbn = "9783030204990",
series = "Advances in Intelligent Systems and Computing",
pages = "182--193",
editor = "Ho, {Amic G.}",
booktitle = "Advances in Human Factors in Communication of Design - Proceedings of the AHFE 2019 International Conference on Human Factors in Communication of Design",
}