ABSTRACT
Typographic messages can be analyzed through three different dimensions: semantic denotative representation, color and texture, and shape. These dimensions, when presented to subjects as stimuli, activate a variety of thoughts, images and meanings that are in both semantic and episodic memory systems. Personal and collective representations trigger a complex sequence of reactions known as emotions. We believe that the introduction of motion as a new dimension in the stimuli will change the asymptotic level of learning that subjects can achieve when viewing typographic messages. The perception of the stimuli may also be changed, having impact on the intensity of the associative bonds, amplifying the emotions as responses.
