Pengaruh Tipografi pada Persepsi Pesan dalam Iklan Digital untuk Generasi Z

Abstract

Typography is an important element in visual communication design, especially in digital advertising aimed at Generation Z. This study aims to examine how typography influences message perception and consumer decisions in digital advertising. Through experiments with variations in font, size, and color, this study found that typography that matches Generation Z's visual preferences can increase ad appeal and strengthen positive brand perceptions. These findings provide guidance for designers in selecting the right typography for young audiences in the digital era.