Exploring Interactive Typography as a Visual Communication Medium to Enhance Generation Z Engagement on Digital Platforms

Farah Fadira

doi:10.51903/pixel.v18i1.3126

Authors

Farah Fadira Universitas Sains dan Teknologi Komputer

DOI:

https://doi.org/10.51903/pixel.v18i1.3126

Keywords:

Interactive Typography, Visual Communication, Generation Z Engagement, Digital Platforms, User Experience Design

Abstract

The research examined interactive text as a possible interactive form of pictorial communication for generation z meaningfully engaging on online platforms. By adopting a three-phase methodology towards design, realización and evaluation, the research examines how much movement, responsiveness and user interactivity influences the interpretation of the the communicative message and the emotional. The research uses an interweaving of methodologies. Methodology usability testing, engagement analytics and qualitative indicators, which indicate kinetic text, format variations, and animation responsive were more interesting, easier to understand, and shareable than static texts. Findings suggest participants read as a participant and active, as opposed to passive, which wasn't related to their use of interactions. At last the results deliver positioning for interactive text read as a new thinking strategies for the needs of generation z for authenticity and enable discourse regarding potential opportunities for augmented reality and artificial intelligence-enabled personalization

References

[1] G. Aiello, “Visual communication has always been political,” Journal of Visual Political Communication, vol. 10, no. 1, pp. 7–16, Apr. 2023, doi: 10.1386/jvpc_00021_1.

[2] C. Bonina, K. Koskinen, B. Eaton, and A. Gawer, “Digital platforms for development: Foundations and research agenda,” in Information Systems Journal, John Wiley and Sons Inc, Nov. 2021, pp. 869–902. doi: 10.1111/isj.12326.

[3] A. Gawer, “Digital platforms and ecosystems: remarks on the dominant organizational forms of the digital age,” Innovation: Organization and Management, vol. 24, no. 1, pp. 110–124, 2022, doi: 10.1080/14479338.2021.1965888.

[4] A. R. Ismail, B. Nguyen, J. Chen, T. C. Melewar, and B. Mohamad, “Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia,” Young Consumers, vol. 22, no. 1, pp. 112–130, 2020, doi: 10.1108/YC-07-2019-1017.

[5] A. Nikiforova, “Open Data Hackathon as a Tool for Increased Engagement of Generation Z: To Hack or Not to Hack?,” in Communications in Computer and Information Science, Springer Science and Business Media Deutschland GmbH, 2022, pp. 161–175. doi: 10.1007/978-3-031-22950-3_13.

[6] Y. Bai, Z. Huang, W. Gao, S. Yang, and J. Liu, “Intelligent Artistic Typography: A Comprehensive Review of Artistic Text Design and Generation,” APSIPA Trans Signal Inf Process, vol. 13, no. 1, 2024, doi: 10.1561/116.20240037.

[7] C. Lelis, S. Leitão, Ó. Mealha, and B. Dunning, “Typography: the constant vector of dynamic logos,” Visual Communication, vol. 21, no. 1, pp. 146–170, Feb. 2022, doi: 10.1177/1470357220966775.

[8] O. Ezzeldeen, “The Abstract Character of Typography Art,” Journal of Design Sciences and Applied Arts, vol. 5, no. 2, pp. 40–48, Jun. 2024, doi: 10.21608/jdsaa.2024.229906.1365.

[9] M. Elias, K. Dick, and M. Woloszyn, “Influence of typographic properties on user experience in digital interfaces,” 2023.

[10] J. J. Y. Chung, H. V. Shin, H. Xia, and L. Y. Wei, “Beyond show of hands: Engaging viewers via expressive and scalable visual communication in live streaming,” in Conference on Human Factors in Computing Systems - Proceedings, Association for Computing Machinery, May 2021. doi: 10.1145/3411764.3445419.

[11] W. Chen, J. Yang, and Y. Wang, “The influence of Chinese typography on information dissemination in graphic design: based on eye-tracking data,” Sci Rep, vol. 14, no. 1, Dec. 2024, doi: 10.1038/s41598-024-64964-y.

[12] N. Udris-Borodavko, V. Oliinyk, T. Bozhko, A. Budnyk, and Y. Hordiichuk, “Aesthetics and semiotics in 21st century visual communications: Pedagogical and sociocultural aspects,” Research Journal in Advanced Humanities, vol. 4, no. 4, pp. 22–40, Oct. 2023, doi: 10.58256/rjah.v4i4.1144.

[13] L. Chen, T. W. Tong, L. ; Chen, and T. W. ; Tong, “Governance and design of digital platforms: A review and future Governance and design of digital platforms: A review and future research directions on a meta-organization research directions on a meta-organization Part of the E-Commerce Commons, and the Strategic Management Policy Commons Citation Citation,” 2022. [Online]. Available: https://ink.library.smu.edu.sg/lkcsb_research

[14] X. Fu, E. Avenyo, and P. Ghauri, “Digital platforms and development: a survey of the literature,” Innovation and Development, vol. 11, no. 2–3, pp. 303–321, 2021, doi: 10.1080/2157930X.2021.1975361.

[15] L. I. Achmad, Noermijati, Rofiaty, and D. W. Irawanto, “Job Satisfaction And Employee Engagement As Mediators Of The Relationship Between Talent Development And Intention To Stay In Generation Z Workers,” International Journal of Professional Business Review, vol. 8, no. 1, 2023, doi: 10.26668/businessreview/2023.v8i1.814.

[16] L. Pu, R. Radics, M. Umar, F. Jeremiah, and Z. Quan, “The potential of AI tools in shaping digital consumers’ behavior: investigating e-commerce engagement of Chinese Generation Z,” Asia Pacific Journal of Marketing and Logistics, 2025, doi: 10.1108/APJML-08-2024-1048.

[17] X. He, “Interactive Mode of Visual Communication Based on Information Visualization Theory,” Comput Intell Neurosci, vol. 2022, 2022, doi: 10.1155/2022/4482669.

[18] T. Karlsson Häikiö, “Challenges and changes in arts education in Sweden–visual communication, visual culture and visual competence in the syllabus for visual arts,” Journal of Visual Literacy, vol. 41, no. 3–4, pp. 201–223, 2022, doi: 10.1080/1051144X.2022.2132621.

[19] F. P. Simbolon and L. Yanti, “Customer Engagement in Higher Education: How Important the Role of Social Media Marketing, E-Service Quality and E-Satisfaction for Generation Z Students?,” The Winners, vol. 22, no. 1, Feb. 2021, doi: 10.21512/tw.v22i1.6970.

[20] S. Q. Yew and M. F. Ismail, “Metaverse-assisted teaching in occupational safety and health (MATOSH) programme and its effectiveness in improving interest, understanding, and engagement in the occupational health subject among generation Z medical Students - a design and development research,” BMC Med Educ, vol. 25, no. 1, Dec. 2025, doi: 10.1186/s12909-025-07618-5.

[21] by Brian Ho Sang and L. Frazer, “Accessible by Design: A Systematic Literature Review Examining Legibility, Readability, and the Potential of Typography,” 2025.

[22] B. A. Harmon, H. Y. Nam, H. Gilbert, and N. Iravani, “Living Typography: Robotically Printing a Living Typeface,” in Conference on Human Factors in Computing Systems - Proceedings, Association for Computing Machinery, Apr. 2022. doi: 10.1145/3491101.3519894.

[23] A. Lulewicz-Sas, H. Kinowska, M. Zubek, and D. Danilewicz, “Examining the impacts of environmental, social and governance (ESG) on employee engagement: a study of Generation Z,” Central European Management Journal, 2025, doi: 10.1108/CEMJ-08-2024-0242.

[24] N. Ferawati, “The Influence of Perceived Organizational Support and Self Efficacy on Employee Engagement in Generation Z DKI Jakarta,” 2023. [Online]. Available: https://lenteranusa.id/

[25] B. Nicholson, P. Nielsen, and J. Saebo, “Special issue: Digital platforms for development,” Nov. 01, 2021, John Wiley and Sons Inc. doi: 10.1111/isj.12364.

[26] A. Kulczynski and M. Hook, “Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography,” J Mark, vol. 88, no. 4, pp. 129–153, Jul. 2024, doi: 10.1177/00222429231215357.

[27] C. Spence and G. Van Doorn, “Visual communication via the design of food and beverage packaging,” Dec. 01, 2022, Springer Science and Business Media Deutschland GmbH. doi: 10.1186/s41235-022-00391-9.

[28] S. H. Yudhanto, F. Risdianto, and A. T. Artanto, “Cultural and Communication Approaches in the Design of Visual Communication Design Works,” 2023. [Online]. Available: https://ijolcc.org/index.php/ijolcc/index

[29] K. Park, A. Farb, and B. George, “Effectiveness of visual communication and collaboration tools for online GIS teaching: using Padlet and Conceptboard,” Journal of Geography in Higher Education, vol. 47, no. 3, pp. 399–410, 2023, doi: 10.1080/03098265.2022.2065669.

[30] A. Heggli et al., “Visual Communication of Probabilistic Information to Enhance Decision Support,” Bull Am Meteorol Soc, vol. 104, no. 9, pp. E1533–E1551, Sep. 2023, doi: 10.1175/BAMS-D-22-0220.1.

[31] Y. Zheng, “Study on the Application of Chinese Traditional Visual Elements in Visual Communication Design,” Math Probl Eng, vol. 2022, 2022, doi: 10.1155/2022/1020033.