The use of rhetorical figures has become a widely–accepted method for capturing attention and positively increasing cognitive effort in print advertisements. So far research studies mostly analyzed the effect of rhetorical figures in the written as well as pictorial elements of an ad. However, there have been few studies addressing the effect of rhetorical figuration in the specific area of typeface design. This study analyzes the effects of typeface figuration (i.e., regular vs. irregular stylization of the form) on attention and attitude of the viewers. The study also looks at how the effect of typeface figuration changes in relation to the type of a product (hedonistic vs. utilitarian) being advertised. Through the use of a 2 × 2 experimental design, the study measures data using a combination of eye tracking (an objective method) and attitude scaling (a subjective method). 65 volunteers participated in the study. The eye tracking results show that using rhetorical figures in typeface mainly affects attention of the viewers. We have also determined that they influence their attitude. Additionally, the study shows that a typeface and a type of products are correlated; it shows that the hedonistic type of products can benefit more from the figuration. In conclusion, our study builds on and expands the current understanding of the use of rhetorical figures by proving that there is a correlation between the use of rhetorical figures in typeface and viewers' attention, depending on the type of product being advertised.

This paper outlines the creative methods of visual learning – one that is applied in the field of art history and the other that derives from the practice of typography. The first method considers artwork analysis, particularly, the analysis of paintings. In order to present complex narratives that exist below the surface of an artwork, art history methods apply concepts that are hard for a learner to follow and understand. The use of the common means of visual learning (graphics, charts, maps) may enhance the acquisition of knowledge. However, if we try to push this means further, we may suggest a creative approach to visual learning that uses more elements. Some of them can be found in the field of motion graphic design, video compositing and editing, animation, and film. Similarly, creative visual learning concepts can be found in the practice of graphic design, that is, typography. The analysis of rhetorical figures in advertisement, for example, presents us with an inspiring notion of applying figuration to a typeface design. This concept is suggested, by researchers, to increase positive cognitive effort and memory. Therefore, effects of functional and semantic properties of typefaces should be a matter for consideration in the future tools for visual literacy.

In advertising, typography is considered an important and obligatory element. One of the most prominent typefaces of today is Helvetica, therefore it became the center of this research. The goal of this research was to examine the connotative meaning of the Helvetica typeface at the time of its renewed popularity. We tested the role of Helvetica as the basic component in relation to consumer response. The results indicate that emotional response to Helvetica is not higher when compared to other typefaces in advertisements suggesting this is not "an emotional typeface". However, we did find that subjects looked more favorably to advertisements which use Helvetica for showcasing the copy and the brand logo. We conclude that, even though Helvetica today, after its renewed popularity, represents a type convention for the youthful and trendy image, this typeface has not been assigned a new persuasive capacity.

Nowadays technology has developed a new form of appearance-virtual reality. This term currently exists in three different forms, virtual reality, augmented reality and mixed reality. Among these technologies, mixed reality has the most potential for use in everyday activities and education. This paper represents the overview of virtual reality technologies, their functioning and potential applications. When it comes to interaction, the mixed reality devices provide a completely new way of perception and understanding of the virtual space and objects. Since it is possible to interact with objects that exist in a virtual world in the same way as with objects that exist in the physical world, the high potential for the use of this technology for learning is evident. Utilizing advanced hardware components such as transparent displays and cameras simulating stereoscopic vision, in combination with advanced software technologies including spacial mapping, ambient lighting, ambient sound, identifying objects, movements from the real world and location, MR provides the closest HCI experience so far. Discussing the potential use of this technology, and current development phase in which it exists, the paper has the aim to induce questions and interest about further development of its use and application, such as multimedia learning (Mayer. 2009). The example of the use of MR technology on the HoloLens device is provided in this paper, in order to demonstrate the way of its use.

Razumevanje prirode procesa kroz koji oglašavanje ili drugi oblici marketinške ko­munikacije utiču na ponašanje potrošača je dugogodišnja oblast istraživanja među marketinškim stručnjacima. Ispitivanje uticaja emocionalne komponente stava na efektivnost oglašavanja u ovom radu se nadovezuje na prethodno istraživanje (Nedeljković, Pinćjer i  Vladić, 2011). Cilj ovog istraživanja jeste da se prikaže na koji način sadržaj oglasa, tj. kodiranje poruka u štampanim oglasima, utiče na emocionalni odgovor. Ali za razliku od prethodnog istraživanja, ovo istraživanje osim emocionalnog odgovora proučava i vreme kašnjenja odgovora ispitanika. Korišćenjem ikoničkog i tropološkog sadržaja u oglasima za uslugu i proizvode hrane i pića, namera je da se utvrdi koji od pomenutih sadržaja izaziva bolje emocionalne reakcije, odnosno, koja vrsta oglasa, konvencionalni ili nekonvencionalni, je efektivnija. Putem eksperimenta, korišćenjem SAM vizuelne metode za samoocenjivanje, vršena su merenja emocionalnog odgovora i vremena kašnjenja odgovora ispitanika za oglase koji prezentuju uslugu ili proizvod hrane i pića, kako bi se utvrdilo kako sadržaj oglasa utiče na emocionalne reakcije ispitanika, a samim tim i na uspeh reklamne kampanje. Rezultati istraživanja upotpunjuju rezultate prethodnog istraživanja i  donose nove zaključke koji ostavljaju prostora za dalje istraživanje u ovoj oblasti.