Internet users are bombarded every day with various ads, and they try to block them in all possible ways. If they do not block them, they usually pay little attention to them. Therefore, ads need to be creative and provide as much relevant information as possible about the advertised product or service at a glance in order to lead to conversions. For this purpose, the benefits of infographics can be used very well, in addition to dynamic forms of ads that consist of audio and video elements, especially in a responsive web environment. This type of advertising is also great for posting on social media, where the flow of information and responses is very fast. Infographics actually represent a visual presentation of information through a combination of typography, symbols, pictograms, shapes, and colours and are used to present complex information quickly and clearly. The use of infographics as one of the multimedia elements in digital advertising contributes to the optimization of advertising content, which also contributes to SEO optimization. To investigate the extent to which infographics in digital advertising can contribute to the optimization of advertising content in a responsive web environment, A/B testing of multimedia advertising content presented through infographics and content that contained all relevant information about the advertiser and was not presented in the form of an infographic was conducted on two types of screens. The A/B testing model itself provides the opportunity to maximize conversion rates, but it also provides a significant increase in knowledge about how advertising content is presented. It can also establish a set of optimized practices for multimedia elements of ad content. The proposed testing model provides the perfect opportunity to properly test your ad before launch. The same analogy can be applied to other multimedia elements used to create ads, such as photos, animations, colours, content management system elements, etc. The obtained results provide valuable information about infographics possibilities in advertising content optimization in a responsive web environment because they load faster, are suitable for small screens, and do not tire users.

Transparent linear NIR digital graphics with the intention of security information were printed on a polypropylene material. A label for expensive juices in transparent glass or plastic packaging is demonstrated. Obligatory information about the contents of the liquid was made to be read with the naked eye. The “Z” (near-infrared) information is expanded with data integrated for joint digital printing. This data does not disrupt the original, planned visual appearance of the label, “V” (visible). Although the two graphics are in the same place, the IR graphics on the label cannot be discerned with the naked eye. This brings elements of secrecy and protection against attempts to counterfeit the contents of the transparent packaging. The separation and recognition of the two pieces of information, V and Z, are achieved with a security camera in the near-infrared mode or with one of the many NIR detectors that surround us. In the article, the “VZ” algorithm for the integration of two independent graphics and the limitations set by digital printing are published. Toner properties and the method for developing the recipes for the composition of twin colorants for two spectral ranges are presented using spectroscopy.

Kinetic typography - text in motion is an animation method of characters that has a video form instead of some "static" form such as picture, poster or book. The most important element for figuration of kinetic typography is the choice of font. Furthermore, one should think about the letter cut, the size and color of the characters, and the background color on which the animation takes place. It can be created in various ways, most often using software that applies a multitude of effects to the text or letter character, creating dynamic solutions. The effects vary from the simplest such as "fade-in" and "fade-out" (entering and exiting text in and out of the frame). Static characters can expand, narrow, move slowly or rapidly, grow and change in a variety of ways to very complex ones in which the author builds an entire story or promotional video by carefully combining software capabilities. However, each software has its limitations and for this reason the kinetic typography presented in this paper is programmed using codes. In a wide range of available programming languages due to the simple interface that does not require advanced programming concepts and gives exceptional results in the field of kinetic typography, Processing was chosen. The Processing programming language is intended for generating and modifying graphics and is based on the Java programming language. The most important difference between Processing and Java is that Processing offers a simple programming interface that does not require advanced levels of programming such as classes, objects, or animations. It also allows advanced users to use them. Processing uses a variety of typography rendering approaches such as raster and vector solutions and allows typography to be programmed and displayed on the Web independently of the user's Web browser and font database. Processing enables the use of visual elements in animation, including typographic ones, by introducing interaction to the user. The user is no longer a passive observer but actively participates in the performance of the application whose final appearance is not predefined but arises from the actions of each individual user. For the purposes of this paper, individual letters were created in a font-making program. The letters made are of various written classifications and cuts, which with their variety contribute to the attractiveness of the animation. In the creating of motion typography in this paper, the programming language Processing was used. Written program codes that manipulate words, letters, or parts of characters to create interesting visual effects for the viewer that aim to hold the viewer's attention and convey the desired message or emotion. There are no strict rules and patterns when making kinetic typography. In kinetic typography, each author determines his own rules, method of production, and there are no same solutions.

Optical Character Recognition (OCR) is the electronic or mechanical conversion of images of typed, handwritten, or printed text into machine-encoded text. Advanced systems are capable to produce a high degree of recognition accuracy for most technic fonts, but when it comes to handwritten forms there is a problem occur in recognizing certain characters and limitations with conventional OCR processes persist. It is most pronounced in ascenders (k, b, l, d, h, t) and descenders (g, j, p, q, y). If the characters are linked by ligatures, the ascending and descending strokes are even less recognizable to the scanners. In order to reduce the likelihood of a recognition error, it is a necessary to create a large database of stored characters and their glyphs. Feature extraction decomposes glyphs into features like lines, closed loops, line direction, and line intersections. A Multilayer Perceptron (MLP) neural network based on Back Propagation Neural Network (BPNN) algorithm as a method of Artificial Intelligence (AI) has been used in text identification, classification and recognition using various methods: image pattern based, text-based, mark-based etc. Also, the application of AI generates of a large database of different letter cuts, and modifications, and variation of the same letter character structure. For this purpose, the recognizability test of handwritten fonts was performed. Within main group, subgroups of independent letter characters and letter characters linked by ligatures are created, and reading errors were observed. In each subgroup, four different font families (bold stroke, alternating stroke, monoline stroke, and brush stroke) were tested. In subgroup of independent letter characters, errors were observed in similar rounded lines such as the characters a, and e. In the subgroup of letter characters linked by ligatures, errors were also observed in similar rounded lines such as the letter characters a and e, m and n, but also in ascenders b and l, and descenders g and q. Furthermore, seven letter cuts were made from each basic test letters, and up to are thin, ultra-light, light, regular, semi-bold, bold, and ultra-bold, and stored in the existing EMNIST database. The scanning test was repeated, and recently obtained results showed a decrease in the deviation rate, i.e. higher accuracy. Reducing the number of deviations shows that the neural network gives acceptable answers but requires creation of a larger database within about 56,000 different characters.

According to the OpenType standard, variable font is a single font file which contains all style versions of one typeface family, as opposed to standard font families that use different files for each style version. Therefore, they are suitable for use on web because one file with all the necessary typeface styles is significantly smaller in size than classic families with multiple files. This shortens the font loading time, which enables wide range of typographical use on various devices. This paper investigates the readability of handwritten variable fonts in a responsible web environment. Seven letter cuts were made from basic monoline handwritten font: thin, ultra-light, light, regular, semi-bold, bold, and ultra-bold. This paper presents model of readability evaluation using the fuzzy logic based postprocessing method for segmentation values related to evaluation criteria. Linguistic variable's values are used to rate readability level against each of the criteria i.e., attributes. Prototype of a variable handwritten fonts are tested in responsive web environment, using CSS technology. The results show that readability evaluation has measurable output because the score combine various numeral factors affecting the readability of particular letter cut. That knowledge opens advanced possibilities to designers when designing for web because variable handwritten fonts are relatively simple, uniform and easily manageable. Using of proposed model in short time can show readability level of some font type on a new web.