The impact of typography on the emotional perception of advertising messages in digital marketing

Abstract

The paper examines typography as an important visual and communicative tool that influences the emotional perception of advertising messages in digital marketing. The relevance of the study is determined by the rapid growth of digital advertising, the high density of information flows, and the need to capture users’ attention within a limited time of contact with advertising content. The research substantiates that typography performs not only an informational and aesthetic function, but also cognitive, emotional, semiotic, brand-identification and behavioural functions. Particular attention is paid to the role of typeface form, weight, contrast, hierarchy, readability, cognitive fluency, brand congruence and adaptation to digital channels. The paper proposes a structural and logical model of the influence of typography on the emotional perception of advertising messages, which includes visual-semiotic, cognitive, emotional, brand-identification and behavioural levels. It is concluded that effective typographic solutions can strengthen trust, improve readability, support brand identity and increase the effectiveness of advertising communication in the digital environment.